3 Ways To Change And Influence anyone
People of controllable, here's how
“Most people think the will to survive is the strongest instinct in human beings, but it isn't. The strongest instinct is to keep things familiar.” — Virginia Satir
People will do anything to keep things familiar: stay in an abusive relationship, eat unhealthy food instead of working out, and so on.
A recent definition of sales I heard recently says, “Sales is change management.” I thought that was brilliant.
When you ask someone to buy something from you or visit a restaurant they’ve never been to before, you’re asking them to change. If you don’t manage that change well, they’ll never do it—and you won’t get paid.
Want to increase sales, influence, and audience growth using psychology instead of force or begging? Here are my 3 tips for mastering change management in sales.
Tip 1: Use Social Proof
Imagine walking home from work and seeing 50 people staring at a shop window. Most likely, you’ll become the 51st person. Why? People tend to do what they see others doing.
If 50 people rave about your product or service, more people will naturally want it. This phenomenon is why reviews, testimonials, and crowds draw attention and create trust.
Tip 2: Supercharge Social Proof with Similarity
Researchers tested two signs in a hotel to encourage towel recycling:
“Recycle your towels for the purpose of improving the environment.” (26% compliance rate)
“People who stayed in this room recycled their towels.” (33% compliance rate)
The second sign worked better because it used similarity. People are more likely to act when they feel they’re following someone like them.
Instead of saying, “500 PEOPLE bought our shoes,” try, “500 female lawyers bought our shoes.”
By tapping into the power of similarity, you’ll see compliance—and sales—rise.
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Tip 3: Activate Localized Peer Pressure
When the British government realized many people were late paying taxes, they didn’t just send another generic reminder. Instead, they ran an ad campaign that said, “People in your postcode pay their taxes on time.”
This one simple line consistently increased tax payments. Why? It made people feel part of a group where everyone else was doing the right thing—and they didn’t want to stand out as the odd one out.
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P.S
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