1. we are trained from birth to believe that obedience to proper authority is right and disobedience is wrong.
2. BUILD AUTHORITY
2.1. expertise
2.1.1. People are usually happy, even eager, to go along with the recommendations of someone who knows more than they do on the matter at hand.
2.2. Trustworthiness
2.2.1. that being perceived as trustworthy is an effective way to increase one’s influence and that it takes time for that perception to develop.
2.2.2. technique
2.2.2.1. Face objections upfront
2.2.2.1.1. Rather than succumbing to the tendency to describe all the most favorable features of a case upfront and reserving mention of any drawbacks until the end of the presentation (or never),
2.2.2.1.2. This makes you trustworthy
2.2.2.2. tell negative aspects of a product as well
2.2.2.2.1. After all, they’ve been conveyed by a trustworthy source, one whose honesty has been established by a willingness to point at not just positive aspects but negative ones as well.
2.2.2.3. admit one's mistakes
2.2.2.3.1. he describes a mistake he’s made or a problem the company has encountered during the past year and examines the implications for future outcomes.
2.2.2.3.2. If a reviewer confessed to making a previous mistake in his or her purchasing history, customers were more likely to buy a product recommended by the reviewer.
2.3. Appearance
2.3.1. Finely styled and expensive clothes carry an aura of economic standing and position.
2.4. Be on the top of hierarchical ladder
2.4.1. in hierarchical organizations,
2.4.1.1. not only are those with authority status treated respectfully,
2.4.1.2. but those without such status are often treated disrespectfully.