Six Principles of persuasion
- Liking
- Reciprocity
- Social Proof
- Consistency
- Authority
- Scarcity
Liking
People prefer to comply with he requests of people they know and like
Tactics: uncover real similarities and offer genuine praise
Reciprocity
People feel obligated to repay others
Explicit use: Gift, favor, etc.
Implicit use: Door-in-the-face technique
Social proof
People follow the lead of similar others
Tactics: use peer power whenever available
Example: hotel towel example
Consistency
People align with their clear commitments
Tactics: have people make active, public, and voluntary commitments
Implicit use: foot-in-the-door technique– influencer starts with a small request to gain eventual compliance with a (related) larger request
Authority
People defer to experts
Tactics: expose expertise
Examples: use of uniforms. highlight most relevant and convincing credentials/expertise/ experience
Scarcity
People value items and opportunities more as those things become less available
Tactics: Highlight unique benefits and exclusive information
Upward influence tactics in organizations
Tactics of selling your issues/ideas/ initiatives upward and gaining buyin from bosses
- Tailor your pitch
- Frame the issue
- Manage emotions on both sides
- Get timing right
- Involve others
- Adhere to norms
- Suggest solutions
Framework for selling innovations
When? Why? Who? How?
Opportunity structure
Creates context for idea or innovation
Frames
“The prisms through which we view the world… they determine both what we see and how we interpret it”
- Connect innovation (a solution) to the opportunity (a problem to be solved)
- An effective frame is persuasive to both potential allies and decision-makers
SUCCESS
Simple Unexpected Concrete Credible Emotional Stories Success
Choose allies carefully
who are the decision makers for this decision?
AND
Who has the important information as relates to this decision? (Mavens)
Who are the bridges between the different groups involved in making this decision? (Connectors)
Who are are the people with high internal influence who can help to champion this idea? (Salespeople)
Mobilizing tactics
- Using existing forums where possible
- Adapting existing programs where possible
- Pilot programs are often easier to sell than full-fledged programs
- Using tech as a disruptive mobilizing platform
Tactics in tandem?
More effective
