Today we want to bring you as example one of the greatest sales, leadership and negotiation experts, Robert Cialdini. Maybe some of you have already heard about him, some others may have not: he is considered being one of the greatest experts in applied psychology, with more than 30 years of experience in this field.

In few steps, he explain us which are the 6 universal rules to convince the client to say “yes”.

As starting point, Cialdini states that to convince doesn’t mean automatically to manipulate when leading your client to make a better choice.

So how can psychology explain to the sales people motivations and causes that lead clients to say “yes” more frequently? The research made by Cialdini detected 6 main psychological rules that lead people to answer positively, so we’re going to list them all.

1. Liking – being kind is a good start

If we don’t allow people to be consistent with us, to create a bound, they will never buy from us!

2. Scarcity – we prefer rare things

We surely know that everyone wants things that are only available to few people. So that’s why we have to make it clear that our products/services are unique or not available to many. The scarcity adds value to the product!

3. Authority – being recognized as Experts

Being recognized as experts in a particular field leads to the greatest authority perceived when it comes to that particular matter. If we inform our clients about our professional path, about our experience related to the product we’re selling, they will be more keen to buy from us.

4. Consensus – Let’s follow the leadership of our fellow men

To find out how others manage that particular product/service can be of a great importance for sales people since it helps discovering what other similar clients look for, giving you the ability to lead your client through the uncertainty of choice.

5. Reciprocation – Who can i help?

Before asking ourselves “Who can help me?” we should ask first “Who can I help?”. People are more keen to give back what they receive. So let’s ask ourselves, for example, how can we actually improve sales objectives of that person? How can i, through my knowledge, lead that business towards the better choices? The main rule here is “If I give something to others, they will surely give back” not “If you give me money, i will provide you with good service”.

6. Consistency – the coherence at first place

Generally, people prefer to be coherent with what they have said or done, especially if they made a commitment publicly. Here Cialdini makes an example of an american restaurant with a high number of no-shows, that is to say of people who book a table but don’t show off at the restaurant. In order to solve this problem, the director advised the receptionist to ask people “Can you call if you decide to cancel your reservation?” followed by a small pause, inducing people to answer “Yes, of course”. This practice reduced the rate of no-shows from 30 to 10 percent: people tend to be coherent with what they say!

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