Insights from ‘Influence’ by Robert Cialdini Flashcards
According to Cialdini, why might a request be successful in one format but not in another?
Because certain ways of stating a request can be more persuasive, depending on psychological principles of influence.
Fill in the blank: ‘We are more likely to buy something if we fear losing our opportunity to buy it; this principle is called ___.
Scarcity
True or False: Highlighting what a customer stands to lose rather than gain is a strategy related to scarcity.
True
Which principle involves looking to others when uncertain about how to act?
Social Proof
How might a business use social proof to influence customers?
By showing testimonials, labeling popular items as ‘Best Seller,’ or mentioning that neighbors have bought the product.
Name a scenario where scarcity is applied to boost sales.
Using a countdown timer to create urgency, or informing customers that an item is in ‘limited supply.’
Fill in the blank: ‘We have a deep-seated sense of duty to comply with ____, making us more likely to buy from someone who appears to have authority.’
Authority
What technique might a salesperson use to establish authority visually?
Wearing a business suit or displaying high-status symbols like a luxury car or an impressive title.
True or False: People are more likely to buy from someone who compliments them or shares similar interests.
True
What does the principle of ‘liking’ imply for sales interactions?
Customers are more likely to buy from people they like, such as those who seem similar or who compliment them.
What is the effect of making a small initial commitment according to the principle of ‘consistency’?
It makes people more likely to agree to a larger commitment later.
Give an example of how ‘escalating commitments’ can be used in a business context.
Offering a low-cost trial, like $1 for the first month, encourages people to continue with a more expensive subscription.
Explain the principle of ‘reciprocation’ in sales.
When we receive something of value, we feel obliged to return the favor, which can lead to purchases.
How do free samples in a supermarket leverage the reciprocation principle?
Customers may feel obligated to buy the product after receiving a free sample.
Why should sales techniques consider the Golden Rule?
It ensures ethical application of influence by treating customers as one would want to be treated.
