The Science of Persuasion

1. Reciprocity

1.1. Obligation to give when you receive

1.2. Be the first to give

1.3. Give something personalized and unexpected

1.4. What can you give to begin the conversation?

2. Scarcity

2.1. People want more of those things they can have less of

2.2. Promote:

2.2.1. Benefits

2.2.2. Uniqueness

2.2.3. What they stand to lose

2.3. Do we highlight the value because of rarity?

3. Authority

3.1. People will follow credible knowledgeable experts

3.2. Signal that you are an authority by getting someone else to say you are

3.3. Exclaim someone else' authority

4. Consistency

4.1. Looking for and asking for commitments that can be made

4.2. Look for voluntary, active, public commitments

4.2.1. Get those commitments in writing

4.3. Are you asking trial closes?

5. Liking

5.1. We like people that are:

5.1.1. Similar

5.1.2. Who pay us complements

5.1.3. Who cooperate with us toward mutual goals

5.2. Look for areas of commonality and genuine compliments you can give BEFORE business

5.3. Are you asking enough sincere questions about them and their needs?

5.3.1. Are you relatable?

6. Concensus

6.1. People will look to the actions and behaviors of others to determine their own

6.2. Highlight what others who are similar are doing

6.3. Who are you edifying for credibility?