06 Principles of Persuasion

How can you use psychology to improve communication and persuade your clients…ethically?

Recently I have been working on a project with the goal of improving the communication in telemarketing and increase the purchase of a financial product.

The importance of using the right words to increase engagement and/or conversion is widely recognized across all channels (digital and non-digital), and the art of persuading people to make decisions or perform a behavior is not recent. In fact, this project led me to re-read one of the pillars of behavioral science showing ideas (based on evidence) on how to persuade people, especially when we want to increase sales.

In his book “Influence: The Psychology of Persuasion” (1984), Robert Cialdini talks about 06 principles of persuasion that explain the psychology that can help you communicate effectively with your clients and increase conversion. As he says, these principles are “the smallest things you can do to have the biggest impact”.

Let's have a look at each of them (with theory and some practical tips)!

Principle 01 - Reciprocation

Reciprocation refers to the tendency to return what another person has previously provided us. When someone performs an action for another person, the latter naturally tends to reciprocate and return the favor.

Before you talk about your product or give a sales pitch, offer something valuable and useful to your customer, for free. Although it may seem contradictory, the customer could feel grateful for your gesture and feel that they need to return your kindness with another action (e.g., buying your product).

Principle 02 - Commitment and Consistency

Commitment and consistency refer to the fact that, when making a decision, we behave in a manner consistent with that commitment in order to justify it. Well, who doesn't want to feel coherent and consistent with their beliefs, identity and/or behaviors?

Asking for a small commitment at the beginning of a conversation can get your client to agree to another one later on. It may be relevant to start with questions that reflect values or emphasize positive impact before making a request. This influences creating an image with which your client will want to be consistent.

Principle 03 - Social proof

Social proof refers to the situations in which we are not sure about what decision to make and we look at what others think or do, which might provide us with the correct actions to take. People assume that other people's actions reflect correct behavior and give them confidence to do so. The more people take that action, the more we consider it right.

Incorporating social proof into communication allows you to inform your customers about the behaviors of a reference group (e.g. other customers similar to them). Showing behaviors from a reference group can influence the decisions of your customers, since they will perceive that behavior as a social norm.

Principle 04 - Liking

Liking refers to the propensity to agree with people we like and for others to agree with us. But, as Joe Girard says, "we don't just like people like us, we also like people who act like us."

It is extremely important to connect with your customers in a more personal way. Be empathetic and talk about topics of interest that will connect the two of you on a deeper level. Sharing a little about yourself, your hobbies or experiences allows you to find some similarities between you and your clients, which can have a strong impact on their decisions and behaviors.

Principle 05 - Authority

Authority refers to the fact that we are more likely to say 'yes' to people we consider to be authorities, who have more knowledge or experience. People who present themselves as experts in their field build trust and we tend to listen to them.

When you talk to your clients, presenting yourself as an expert in your field increases your credibility and therefore your client's trust in your advice or recommendation. Try to show that you only have the wellbeing of your client in mind and that you want to sell the best product for their needs.

Principle 06 - Scarcity

Scarcity refers to our tendency to want more of what is less available (in limited quantity or time). Knowing that a product is about to end makes us assume that it has a higher value and becomes more attractive. This principle drives people to act faster to avoid missing opportunities.

Use this strategy ethically to increase the trust of your customers. You don't want to pressure them into buying something they might regret in the future (and blame yourself or your company for it).

Use these principles ethically

Knowing and understanding how to use these 06 principles of persuasion can help you create an effective strategy to communicate with your customers. But don't forget to use these powerful tools ethically to encourage people to buy products or services that can really help improve their lives. Persuade yes... but always for good 😉

Silvia Cottone

Behavioral Science Consultant

& Worldwide Keynote Speaker

Reference

Robert Cialdini (1984), “Influence: The Psychology of Persuasion”. Harper Business.