Professor on Entrepreneurship
Rizal Philippines
October 16, 2019
Professor Robert Cialdini wrote a book, a sequel to Influence 20 years ago and then later, Pre -Suasion. He is a Prof Emeritus of Psychology at University of Arizona. He researched on how yes decision, or infuencing process takes place. Definitely it is not about logic and merits of the product.
We are influenced by what happens before the influencing takes place...
He looked at the process and investigating the work of marketers and sales people. He found out that there were 6 secrets:
1. Reciprocity - people would say yes to people who did favors to them like gifts etc. (So corrupt
practices continue.
2. Likes - Book how to win Friends and influence people by Dale Carnegie is about this:
Names, finding commonality
3. Authority - those who have credentials, authority
4. Social proof testimonial proof of use and efficacy, research (increased sales by 13 -20%)
5. Scarcity - the last stock, you can not buy more than one
6. Commitment constancy of calling attention....(those who make their appointments are more
likely to appear (lessened no shows in appointment)
Rizal Philippines
October 16, 2019
Professor Robert Cialdini wrote a book, a sequel to Influence 20 years ago and then later, Pre -Suasion. He is a Prof Emeritus of Psychology at University of Arizona. He researched on how yes decision, or infuencing process takes place. Definitely it is not about logic and merits of the product.
We are influenced by what happens before the influencing takes place...
He looked at the process and investigating the work of marketers and sales people. He found out that there were 6 secrets:
1. Reciprocity - people would say yes to people who did favors to them like gifts etc. (So corrupt
practices continue.
2. Likes - Book how to win Friends and influence people by Dale Carnegie is about this:
Names, finding commonality
3. Authority - those who have credentials, authority
4. Social proof testimonial proof of use and efficacy, research (increased sales by 13 -20%)
5. Scarcity - the last stock, you can not buy more than one
6. Commitment constancy of calling attention....(those who make their appointments are more
likely to appear (lessened no shows in appointment)
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