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The Science of Persuasion - What Influences us to Say YES? by Mind Map: The Science of Persuasion - What
Influences us to Say YES?
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The Science of Persuasion - What Influences us to Say YES?

It will make big changes in your ability to persuade others in an ethical way

Small, Practical and costless changes you can make

Consensus

People will look to the ACTIONS of OTHERS to determine their OWN

Examples

Hotels persuading guests to reuse towels, some place a card in the bathroom explaining how reusing towels benefits the environment, They achieve 15% compliance, A test was carried out and when they write 75% of guests reuse their towels - Please do as well!, They achieve 26% increase in reuse, When they write 75% of people staying in this room reuse their towel, They achieved 33% increase in reuse

Key points

Don't rely on your own ability to persuade others

Point to what others are already doing

Liking

People are more likely to say yes to someone that they like

Examples

3 important factors, We like people who are similar to us, We like people who pay us compliments, We like people who cooperate with us

A study done in an MBA course, One group were told, 'time is money, get straight down to business', 55% were able to come to an agreement, The other group were told to exchange some personal information about their likes before starting negotiations, 90% were able to to come to an agreement

Key points

Look for areas of similarity you share with others

Think of any genuine compliments you can give before you do business

Authority

People will follow CREDIBLE KNOWLEDGE EXPERTS

Examples

People are more likely to give change for a parking meter to a complete stranger if he wears a uniform rather than casual clothes

Physiotherapists can persuade more customers to follow exercise regimes if they display their diploma on the wall

A real estate agency was able to increase their property appraisals and the subsequent contracts they wrote, They got the reception staff to mention their colleagues credentials before directing a call, When looking for lettings, she would say 'let me connect you with Sandra who has over 15 years experience letting properties', They got 15 to 20% increase in appointments and signed contracts

Key points

It's important to signal to others what makes you a credible knowledgeable authority

It is hard to go around telling your customers this

But you can get someone to do it for you

It doesn't matter if the person is connected to you or is also likely to prosper fromt he deal

Consistency

Looking for and asking for small commitments that can be made

Examples

Reduce missed appointments at a medical center, Missed appointments were reduced by 18% by getting the patient rather than staff to writing down appointment details on appintment card

Drive safely neighbourhood campaign, In a neighbourhood people were unwilling to place a drive safely wooden board on their lawn, In a similar neighbourhood, 4 times as many people agreed to erect the wooden board because 10 days earlier they agreed to place a small postcard in their window supporting the campaign

Key points

Look for voluntary, active and public commitments

Get the commitments in writing

6 Rules of Thumb i.e. shortcuts to what you want

Reciprocity

Scarcity

Authority

Consistency

Liking

Consensus

Reciprocity

Obligation to GIVE when you RECEIVE

Examples

If your colleague does you a favour you then owe them a favour in return, People are more likely to say yes to people the owe!

If someone invites you to a party you're obligated to invite them to yours

Restaurant study, Waiter or waitress either brings a mint sweet with the bill or doesn't, Giving a mint increased tips by 3%, If two mints are given tips increased by 14%, The most interesting thing was: if the waitress gives one mint and starts to walk away but then stops and returns to offer another mint - tips increased by a massive 23%

Key points

Be first to give

What you give should be personalised and unexpected

Scarcity

People want MORE of the things they can have LESS of

Examples

Concord announced they would no longer run the twice daily flight between London and New York, Sales boomed the very next day, Nothing changed with the flight time or the route or the air fare, Just became it became scarce resource and people wanted it more

Key points

Don't just explain what the benefits of your product/ service

Tell them why it is unique

And what they stand to lose if they don't consider your proposal

6 scientifically validated principles of persuasion!