July 15, 2008
Robert Cialdini is a recognized expert on persuasion, having written several books for the general public as well as a long list of academic papers. Together with Noah Goldstein and Steve Martin, Cialdini has gathered the latest scientific work on persuasion and offered it up in 50 Scientifically Proven Ways to Be Persuasive. All the tactics described in the book are supported by scientific experiments. These techniques work, Cialdini contends, not just for late-night infomercials selling knives, but also for C-suite executives pitching a plan to the board of directors. Below are several tested persuasion techniques that business leaders and professionals can employ to increase their odds.
- Offering too many options can overwhelm and lead to a dead end. Limiting your choices to just a few can prove more effective.
- Demonstrate the honesty and trustworthiness of your company by arguing against your own self-interest. Be aboveboard about the disadvantages of your product, service, or arguments. However, this tactic is only effective if your flaws are minor and limited.
- Use the word "because" when making a point to provide a clear rationale for your request.
- Make sure the monetary value in your offer is understood. Rather than saying, "Receive a free security program," specify, "Receive a $250 security program at no cost."
- Arousing fear in a prospective client can be an effective tactic, so long as one offers a solution to it. Cialdini claims that "research has demonstrated that fear-arousing communications usually stimulate the audience to take action to reduce the threat."
- Rather than show a prospective client what they can gain, show them what they risk to lose. According to Cialdini, "People are more motivated to avoid losses than they are to acquire gains."
- Place a time limit on your offer to imply a level of risk in losing out on a good deal.