text: It’s the word salespeople are trying desperately to get their customer to say, “yes”. It’s so simple and yet it can be a real challenge to persuade your customer.
  On today’s show discover:
  … 6 universal principles that can influence your customer to say “yes”;
  … and ideas for incorporating these principles and becoming more persuasive.
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  Science
  Believe it or not researchers have been studying why we say “yes” for over 60 years! It turns out there really is some science involved in the art of persuasion. What they found are 6 universal principles that influence customers to say “yes”.
  6 Universal Principles
  Reciprocity
  Reciprocity is the feeling we all have to give back what we have received from others.
  It seems that when you use the principle of reciprocation there are three important keys to success:
  1 – be first to give
  2 – make it personal and
  3- whenever you can make it unexpected.
  Scarcity
  You know, we all want what we can’t have. If you’ve ever heard “Call within the next five minutes to take advantage of….”, or “get the free book if you’re one of the first 100 callers…” you’ve heard scarcity in action.
  When you’re presenting benefits to your customer it might be more powerful to show them what they’ll get, what’s unique about your product and what they might miss out on if they don’t take advantage of it.
  Authority
  People are more apt to follow the lead and be influenced by credible experts. Demonstrate you’re a credible expert is to keep up with your product knowledge. When you know the finer points of your product, what makes it different, and how it works you show your expertise and authority.
  Commitment and Consistency
  People have a general desire to appear consistent in their behavior and also generally value consistency in others. Use minor agreement statements with customers during your interaction. “You’d be able to have this with breakfast wouldn’t you Maggie?”
  Liking
  It’s easier for your customer to say yes if they like you. This reinforces the importance of establishing rapport and finding common ground with your customer. They are more likely to say yes when they like you.
  Consensus
  People will often look to the actions of others to determine their own. When you can honestly share testimonials it can have a tremendous, positive influence on your customer.
  Today’s One Two Punch
  Practice influence and be more persuasive
  If you want to learn more about Influence I recommend Influence: The Psychology of Persuasion by Robert Cialdini
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