The Secrets of Influence and

Persuasion Tactics



SOCIAL INFLUENCE-7

 

Add this statement to our fund-raising pitch: "I've been a successful fundraiser for 20 years, and I can tell you honestly that this is the best cause I have ever seen." Mix that up with the other statements, and you are getting close to total control over the prospect.

Try to stand in the middle of the intersection and direct traffic. Put a person in a uniform doing it, instant compliance. The mail room clerk can't tell you to take a hike, but your boss can!


Next time you see a commercial, look for someone in authority doing the pitch. Is it real? It doesn't have to be real. Remember, we'd rather not think about it. Let's just do what we have been taught, comply.

Sales people use this in another way, trying to make YOU the authority. Why would I buy the BMW? Among other reasons, it elevated me to someone in authority, a more successful person. I could drive up in my bimmer, and the prospect would automatically assume I was greatly successful, and as such I had to know my stuff. Image. Authority.


"By donating $1,000 instead of the more usual $100 you will be one of the top contributors in your community" = more authority = compliance.


It all adds up.


Most people WANT more authority, and the more they want it the more they comply with requests by people in authority.

  

 

Let me give you a fictional example on how a waiter in a restaurant can combine several influence strategies to make more tips than any of the other waiters.


First, he'd be well dressed, and he would act according to what type of people came to the table. If it was a family, he'd put on a clown act to entertain the kids. A young couple would get a different treatment, he'd work on the gentleman trying to impress the lady.


You gotta like this waiter! (Liking)


If a larger party shows up, he would become liked by chatting up the group, and whatever the first person orders he'd frown and 'share a secret' with you. He would look over his shoulder and say" I shouldn't tell you this, but the item you ordered is not as good today as it normally is. May I suggest...."


Everyone loves a secret! (Scarcity)


The items he suggests is of a lower price than what was originally ordered.


A little favor goes a long way! (Reciprocity)


Now he's an authority on the menu, and can suggest to other patrons the more expensive dinners. He has already made a concession on the first order.


You get the point. By combining several strategies he has managed to increase not only the order, but his tips as well. Not only that, but he did so while making the customer very happy in the process. That's what it is all about.


 

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