Dr Robert Cialdini has spent 30 years researching how and why people respond with a yes instead of a no. He conducted a systematic study of all the training programs of the influence professions – sales and marketing – to see what they do to get us to say yes.
What he found remarkable was that throughout these different training programs there were only 6 principles of persuasion and influence – there were thousands of individual tactics but they could all be reduced to just 6 universal principles.
Put simply – people are more likely to say yes when these 6 principles of human communication are included in a communication.
The 6 Principles of Influence are:
- Social Proof
- Commitment and Consistency
Understanding how people – ourselves and others respond to these cues can help give you insight into how you communicate with each other.
Listen below as Dr Robert Cialdini discusses influence.