The document discusses Robert Cialdini's six principles of persuasion: reciprocity, liking, social proof, authority, scarcity, and commitment and consistency. Reciprocity refers to feeling obligated to return a favor. Liking means we are more likely to agree to a request from someone we feel connected to and who makes us feel good. Social proof means we follow the actions of others assuming they know best. Authority refers to obeying those in positions of power. Scarcity creates a sense of urgency by implying something may become unavailable soon. Commitment and consistency involves committing to small actions to influence larger decisions.
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RECIPROCITY :
The principle of reciprocity in sales psychology means that
when someone gives us something, we feel compelled to
give something back in return.
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If someone does something for you,
then you feel obligated to reciprocate.
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LIKING :
This principle states that we are more likely to say yes to a
request if we feel a connection to the person making it.
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We tend to be attracted to people who
communicate to us that they like us,
and who make us feel good about
ourselves.
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SOCIAL PROOF :
Social proof is a psychological phenomenon where people
confirm to the actions of others under the assumption that
those actions are reflective of the correct behavior.
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If “everybody else” thinks this
product is great, it must be great.
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The principle of social proof involves the
tendency of the individual to follow the
lead of the group or peers.
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When we feel uncertain about
making a decision, we observe
what others are doing to get
social proof to see if something is
fine or not.
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COMMITMENT AND CONSISTENCY :
The best way to earn the loyalty of customers is to make
them commit to something and consistent with a choice
they have previously made.
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Amazon offers a 30 days free trial to
new users of its OTT Platform.
If you invest 30 days into OTT platform you are more likely to
continue the service.
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SCARCITY :
This principle states that people are highly motivated by the
thought that they might lose on something.
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Here, only 1 left in stock makes us
believe something is in short supply,
this fear is a powerful motivator to
encourage us to act quickly.
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AUTHORITY :
It refers to a person's tendency to comply with people in
positions of authority, such as doctors, lawyers, etc.
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Someone with a thorough
understanding of their profession says
so : “I recommend Sensodyne”.
