Would You Stop at the Store? A Sales Lesson in Consistency
Salespeople often ask me, “What’s the most powerful principle of influence when it comes to sales?” While every sales situation is different, I believe the principle of consistency is often the most powerful influence principle in the sales process. Why? Because the best salespeople talk less. That may sound strange, especially if your experience with sales involves […]
Contrast: The Hidden Psychology Behind Jesus’ Parables
Most people familiar with Dr. Robert Cialdini’s work know the seven principles of influence. But there’s another psychological concept that deserves attention because it’s always at work in our thinking. It’s called contrast. Simply put, people understand things by comparing them to something else. When someone says a person is tall, what do they mean? […]
Is AI Making Us Lazy Influencers?
AI is a great tool, but like any tool, we can get lazy using it. A calculator is helpful, but kids still need to learn basic math. If they don’t, when the calculator spits out a wrong answer, they may not recognize it. AI is similar. If we don’t understand how to use it well, […]
The Hidden Influence Behind Everyday Marketing
People often ask me whether Influence: The Psychology of Persuasion and Dr. Robert Cialdini’s principles of influence are still as effective today as they were more than 40 years ago when his book hit bookstores. My answer is always the same: Absolutely! Technology has changed dramatically. We’ve moved from letters to email, from phone calls to texts, and […]
Is Social Proof Becoming Less Reliable?
After traveling quite a bit recently and taking countless Uber rides, I’ve started wondering: Is social proof becoming less reliable? If you use Uber regularly, you’ve probably noticed something interesting. It’s hard to find a driver rated below 4.9 stars. Most drivers I see fall somewhere between 4.95 and 4.98. Think about what that means. […]
