4 ways to influence anyone to do anything you want
Leadership is about persuading and influencing people. In life and business the only way to get ahead is to the degree to which you can influence people to buy from you or do things for you.
In this article, we will explore four ways to persuade anyone to buy or do what you want, each rooted in a specific cognitive bias. Cognitive bias is your brains short cut way to make decisions.
COMMITMENT AND CONSISTENCY
You like to be seen as committed and consistent by people right? Researchers have discovered that when people make a public commitment they’re more likely to keep it than when the commitment is private.
People don’t like to come across as foolish or uncommitted.
Here’s how to apply this: So I do instagram live every week to promote my business and sell my services as a sales coach and usually while I am live on instagram I say something like “ If you want to buy or sign up for this class now say I” I found out that most people that say ‘I’ tend to eventually pay for the service. This is in line with the commitment bias.
How John The Baptist died
King Herod Antipas was married to his brother Philip’s former wife Herodias, John spoke against the union continually and he was thrown into jail.
On King Herod’s birthday party Herodias daughter danced beautifully in front of King Herod, he was so moved by her dexterity on the dance floor that he “ I vow to give you anything you want, what do you want” At the advice of her mother she said “ I want the head of John The Baptist”
Now because he had made the commitment in front of everyone he had no choice but to kill John. That is a perfect historical example of the consistency bias.
So think about ways to make your customers or people in your life make a public commitment? Or in what way can you make a public commitment of a habit to start or stop? Make a public commitment to
stop smoking
stop drinking alcohol
start reading
start working out
LOSS AVERSION
This is a cognitive bias which states that the pain you associate for losing something is higher and stronger than the pleasure you associate to gaining it.
If a woman gives her partner the impression that if he doesn’t propose he will lose her, he usually pops the question.
If you give a potential buyer that if he or she doesn’t buy your product or service now it may not be available the next time they come to your shop or website, they usually make a decision to buy immediately.
Here’s how to apply it:
So let’s say you run a clothing store in the city where you live, here’s how you can apply LOSS AVERSION
Limited-Time Offers:
Create a sense of urgency by introducing limited-time promotions. Highlight that the special discounts or exclusive items will only be available for a short period. This taps into the fear of missing out (FOMO), a component of loss aversion and encourages customers to make a purchase to avoid losing the opportunity.
I used this principle to influence the CEO of a company to pay for 18 of his salespeople to attend my upcoming webinar “How To Achieve Your Sales Target” Want to attend the event? Here’s a link for more details: join: HOW TO ACHIEVE YOUR SALES GOALS WEBINAR
Exclusive Access:
Offer exclusive access to certain collections or products for a limited time. Emphasize that this opportunity is available to a select few, creating a feeling of exclusivity. Customers may be more inclined to make a purchase to avoid missing out on the unique offerings.
Limited Editions:
Introduce limited-edition items with a clear indication that once they're gone, they won't be restocked. This scarcity tactic plays into the loss aversion bias, prompting customers to buy to avoid missing out on owning a rare or exclusive piece.
RECIPROCITY
You have a huge tendency to give to anyone or company who gives you something or helps you with: information, sample product, direction, cash, etc
Notice how a ‘SUYA MAN’ gives you sample of his suya before you buy a whole pack?
It is human nature to give when people give us things.
Here’s how to apply it:
Let’s say you run a food business here’s how you can apply the reciprocity principle
Free Samples or Tastings:
Offer complimentary samples or tastings of your food products. When customers receive something for free, they may feel a sense of gratitude and reciprocity, making them more likely to make a purchase.
Welcome Gifts for New Customers:
Provide a small welcome gift or discount for first-time customers. This gesture not only expresses appreciation for their patronage but also triggers a sense of reciprocity, increasing the likelihood of them becoming repeat customers.
Loyalty Programs:
Implement a loyalty program where customers earn points or receive discounts for each purchase. The act of rewarding customers for their repeat business creates a reciprocal relationship, fostering loyalty and encouraging them to continue choosing your food business.
SOCIAL PROOF
Humans are herd creatures. We copy each other and it is easier for us to buy from someone when we see, hear or know that other people are buying from them
I recently did sales training for a manufacturing company, they asked me if i had worked in the real estate industry, I said yes; I worked with a company for 3 months as their sales coach and they made N36 Billion in 2022/2023. I shared the testimonial the company GMD sent me and BOOM I got the job. Here’s the testimonial
“This is my official recommendation for Paul Foh as a Consummate Sales Coach for your organisation”.
Our organisation hired Paul Foh for a 3 Months Sales Master Class for our Realtors and Business Associates and the results were tremendously positive.
Paul is a Sales Coach that knows how to put everyone at ease the moment he begins to speak.
He holds out on developing sales techniques and datas to give very helpful presentations.
Most importantly, Paul would always indicate the practical applications his expertise has for your organisation, the sales team, the customer, and revenue generation.
His Sales Master Class is one of the main reasons we have enjoyed the repeated business and our company continues to relish in transactions growth.
Paul has strong group communication skills, which are functional in his sales coaching profession.
His professional and refined approach makes his work much more valuable to sales teams and he also has a great way of keeping everyone updated on any industry changes he has made to his initial recommendations.
Paul Foh should be your next Sales Coach, and I would be more than happy to answer any questions you may have.
Sincerely,
Olugbenga Ojo
GMD, Zylus Group International”
How To Apply This: So let say you run your own business, here’s how to apply social proof:
Customer Testimonials:
Collect and showcase testimonials from satisfied customers. Display these testimonials on your website, marketing materials, or at your physical location. Ensure that the testimonials highlight specific positive experiences or outcomes related to your products or services.
Online Reviews:
Encourage satisfied customers to leave reviews on online platforms such as Google, Yelp, or industry-specific review sites. Positive reviews serve as powerful social proof and can influence potential customers who are researching your business.
User-Generated Content:
Encourage customers to share their experiences through user-generated content, such as photos, videos, or social media posts featuring your products. When others see real people enjoying your offerings, it creates a strong sense of social proof.
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