New influence insights from Robert Cialdini himself. Robert Cialdini stood on the stage of the AFAS Theater 2022 together with the best influence experts of the Netherlands. Here they shared their most recent insights.
The American was flanked by the Netherlands’ top influencing experts. Jos Burgers, Jan van Setten, Pacelle van Goethem, Sharon Kroes and others shared their knowledge. Besides the seven well-known principles of influence, it brought me several new insights.
1. Dare to name your weaknesses.
Authority is one of the well-known principles of influence. Credibility is an important driver of authority. Naming a weakness or point of doubt for the consumer to buy your product can be used for this. L’ORÉAL has developed an excellent example for this: L’ORÉAL we are more expensive but you’re worth it.
2. Pains before gains
People are more sensitive to losing something than gaining something. This is also how it works in marketing and advertising. During his presentation, Cialdini shared an example of an old advertisement by Bose that tried to sell its new sound system with terms like “new” and “a sound experience like never before. After the results were disappointing, the message was changed to “Hear what you’ve been missing” and sales went through the roof. Don’t just tell people what they stand to gain by buying your great product but more importantly emphasize what they stand to lose when they don’t.
3. Use verbal cliffhangers
A large number of studies show it: people’s attention spans are dwindling. And this affects the effectiveness of marketing and advertising. Verbal cliffhangers can ensure that your target audience remains attentive and open to your message. Think of questioning cliffhangers like “what do you think….?” or emphasizing cliffhangers like “Now comes one important argument why you…”.
4. A gift is never free
Marcel Mauss shared it back in 1925: A gift is never free. Virtually with anything you give, an imbalance is created in a relationship. Although it does not have to be the giver’s intention in a thoughtful gesture, it always creates a feeling in the recipient to give something back directly or indirectly. This runs deep in our cultures and it is taught to children early on that it is good to give something back and not just be a receiver. Store vendors often use this principle. The cup of coffee when entering a car dealership seems friendly and disinterested but in many cases this is not the case.
5. Increase the value of a gift
Despite the fact that “a gift is never free,” the perception of value can vary significantly. If you want to use the reciprocity principle as a salesperson or marketer, emphasize that what you are giving is not just a gift. Emphasize that there is blood, sweat and tears in the cup of coffee.
6. Go first
We go a little further on reciprocity. Cialdini came up with an example during his presentation where children were given a balloon when leaving a McDonalds establishment. The manager decided one day to do things differently and hand over the balloon upon entry. At first glance an insignificant adjustment but the ‘family’ purchases increased by 25% and also the number of cups of coffee sold increased by 20%. The basis for reciprocity: go first!
7. Don’t start with your point of view
Sharon Kroes, European and world champion debater and co-author of the book Convincing Debating, also revealed his most important secret during his presentation. Never start with your point of view to convince someone. In many cases, the chances are that the person will have a different take on the topic and immediately dig in his heels and say, “I don’t agree with that.” Try again to get him or her to go along with it. Kroes herself uses the consistency principle mostly by getting people into “yes mode.
Devise arguments to support your position and start the discussion with an argument that someone has to agree with. Then take your interlocutor by the hand to finally present your point of view as a logical end result. This applies not only to discussions or sales calls but also certainly within marketing and advertising. Don’t start with your call to action. Get your target audience into “yes mode” first with, for example, the promise of your product or brand.
Author: Daan Vrijsen
Source: https://www.marketingfacts.nl/berichten/nieuwe-beinvloedingsinzichten-van-cialdini-himself/
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