Influence, and how to avoid it!
August 4th, 2008 by admin
Here’s a rant …
By the way, I highly recommend the book I’m writing about: Influence - Science and Practice, by Dr Robert B Cialdini.
I bought it because it’s been highly recommend by literally dozens of people I respect, and after just the first chapter I’m already convinced to recommend it! It’s about subtle tricks that make all the difference to persuade people to do things we want them to.
The great thing about it is that it’s balanced: it gives some really surprising facts about how we can be persuaded to do things (or not), which is great for anyone in sales, business development, training or negotiation. But it doesn’t stop there.
It then tells us what we can do to protect ourselves against having those tricks used against us by malicious salespeople. Now that’s not just a great way to level the playing field, but actually helps us make sure that we all get what we want in the first place. Salespeople using the techniques get to sell more - but only to people who want what they’re selling - and customers get to buy more of what they need without being either hustled put off by the techniques the salesperson used.
I only recommend a few of the books I read, and this one is high on the list.
… OK back to the rant.
On page 91 (of the 4th Edition) Dr Cialdini gives a live example of how an effective salesperson ‘trapped’ him into buying something he didn’t want, using one of the techniques of influence. After the example (Page 93) he offers a suggestion for how to counter the technique, which I feel can be greatly improved upon!
Here’s the thing, Dr Cialdini felt trapped by the salesperson for one reason only: he had been making exaggerated claims in his answers. When the saleswoman then took his answers and told him he could save $1,200 with a subscription to their club, she was absolutely correct, and the only reason he felt trapped is that he would have had to admit that he’d been exaggerating. This is the power of the technique by the way, nobody likes to go back and contradict themselves, and to be true to his word Dr Cialdini had to go ahead and make the purchase.
Now, his suggested solution would work: to sense that you don’t want to go ahead and back out nonetheless. IF you have been exaggerating that is. But it’s not really necessary …
Here’s a far more radical suggestion: How about just telling the truth? Wow. That’s challenging isn’t it! But the reality is that if he’d given straight answers to the saleswoman’s questions, her offer would actually have been appropriate to his situation. He would probably have bought anyway, but possibly at a smaller cost and expecting a much smaller benefit, and he would have been happy with the outcome instead of writing a book about it!
Now for many people telling the truth to a salesperson may be less straightforward than it should be - and that’s normal. “Social Desirablity”, or the tendency to adjust what we say in order to make a more favourable impression, is both very human and very common.
But speaking as a salesperson myself, it would be so much more straightforward if our prospects were straightforward with us. If you say the truth, it’s impossible to catch you out, and the only way anyone can take advantage of you is by giving you something that’s even more valuable to you.
So I wish everyone would read the book and learn both how to have a greater influence as well as how to protect ourselves from pressure.
By the way, it’s not just about sales. Chapter 3 covers the situation why it’s possible for people simply to walk on by when you’ve been attacked, had a serious accident, or are suffering a stroke - not because they don’t care but because they are automatically following the herd. Buy it or borrow it, but you must read it. Especially if you are a city-dweller it could quite literally save your life one day.
Category: Personal Development, Sales and Persuasion | No Comments »