By Robert B. Cialdini
Influence: technological know-how and Practice is an exam of the psychology of compliance (i.e. uncovering which components reason anyone to claim “yes” to another's request).
Written in a story variety mixed with scholarly learn, Cialdini combines proof from experimental paintings with the ideas and techniques he collected whereas operating as a salesman, fundraiser, advertiser, and in different positions within agencies that quite often use compliance strategies to get us to assert “yes.” common in periods, in addition to bought to humans working effectively within the company global, the eagerly awaited revision of Influence reminds the reader of the ability of persuasion.
Cialdini organizes compliance concepts into six different types in response to mental ideas that direct human habit: reciprocation, consistency, social evidence, liking, authority, and scarcity.
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Extra resources for Influence: Science and Practice (5th Edition)
Example text
They may overpromise and underdeliver. They may be product peddlers instead of problem solvers. They have no meaningful business relationship with the customer beyond getting paid for that one transaction. It’s an expensive way to do business. The relationship is about trust in how you and your company perform. Always keep in mind that it is your consistent delivery of solutions to your customers’ problems that will keep them coming back. Law 4: Build Relationships for Repeat Business 35 36 Law 4: Build Relationships for Repeat Business Three Common Mistakes Salespeople Make How do salespeople run into difficulties with customers?
You’re not considered just another salesperson pushing product. You and your customer can have a sense of trust about your relationship. Never take the relationship for granted—as soon as you do, you’ll start to lose the trust that you worked so hard to gain. Marriott International is a leader. Its salespeople are recognized as being among the best in the hospitality industry. How do they do it? John Marriott, executive vice president of lodging for Marriott International (which includes sales and marketing), said, “At Marriott, our salespeople are highly regarded because they are knowledgeable about their customers and spend as much time listening as they do selling.
Get them technical support when they need it. • Be available, be trustworthy, and show interest and understanding. • Understand their objectives and help them to achieve them. • Gain understanding of their business process and their products. • Keep up with industry trends. ” • Communicate with all levels in the company. • Make their concerns your concerns. Put a high priority on addressing them. • Know your products and their applications. • Communicate about new products and offer assistance and training for them.
