BLOG 276 – What happens when you use 6 tools of influence to pre-suade your customers?

Pre-suasion causes your customers to be receptive to your products, services, ideas or offer before you even deliver it.

Pre-suasion captures and channels their attention and focus on your business, meaning rather than changing what they think, you are directing their attention and changing what they are thinking about.

Your powers of pre-suasion skills will determine the success of your business.

Worth taking seriously?

Professor Robert Cialdini, eminent social psychologist - in his ‘must-read’ book: ‘Pre-suasion – A revolutionary way to influence and persuade’, describes pre-suasion as:

“changing the focus of attention to prime, anchor, frame, and set the agenda for subsequent choices”.

He argues that:

“influence is a game of attention and association, not persuasion. Pre-suasion focuses on when to influence rather than what to say to persuade people.”

He points to 6 tools of influence when pre-suading:

Remember: ‘It’s what you say and do BEFORE you say and do what you want to, that really matters’.

1. Reciprocity – Give a little something to get a little something in return

People say yes to those they owe. Shoppers are 42% more likely to make a purchase if they received a gift of chocolate when entering a store.

If you offer your customers something unexpected for free, like a book or a discount then you increase the chances of them saying yes to your offer.

2. Liking – people say yes to people they like – and they like people like themselves 

Similarities and compliments work so well. Take time to get to know your customers interests, likes and dislikes and then use that when having pre-suading conversations.

3. Social Proof – people follow the lead of people like themselves. Validity makes social proof stronger.

There is nothing like feeling validated based on what others are doing. ‘If others can, then I can too’. In its simplest form it’s safety in numbers, have social proof of the success of your business when having pre-suading conversations.

4. Authority – authority-based evidence increases persuasion. 

Expertise and trustworthiness determine the authority of the message.  It’s why we tend to obey policemen, doctors etc – it’s human nature.

5. Scarcity – when you believe something is in short supply you want it more.

It’s why limited discounts and ‘one-time only deals’ are so popular. Scarcity is the perception that products are more attractive when their availability is limited. Use this perception to boost your pre-suasion conversations.

6. Consistency – be consistent with your existing commitments. 

When you get a customer to take a pre-suasive step towards your chosen outcome, it makes later, larger commitment more likely.

Use these 6 tools in influence in your business, learn what they are and how to apply them successfully to your pre-suasion interactions and conversations with your customers.

Don’t be afraid to test new ideas, give away a free sample or two, apply a ‘limited time’ discount to some of your products or services and tell customers the products won’t be available for much longer.