The 10% Advantage: How Ethical Influence Unlocks 33% More Sales

You’ve probably heard the phrase, “Don’t sweat the small stuff.” But in sales—and influence—it turns out that small changes can lead to big results. These are, in Robert Cialdini’s words, “Small Bigs.”

Let me show you what I mean when it comes to your sales.

Let’s Look at the Math

Imagine you’re working deals with an average size of $50,000. Your commission rate is 12%, and you keep 60% of those earnings. That puts $3,600 in your pocket for every sale you close. If you close three deals a month, you’re making $10,800 monthly—$129,600 annually.

Not bad. But what if I told you that a few small improvements of 10% in your process could raise your annual income by 33.1%—without adding a single new lead?

That’s not fuzzy math. That’s influence math.

Let’s break it down.

Suppose you get 24 leads a month and book first meetings with 50% of them—so 12 meetings. You generate enough interest with half of those prospects that they continue the sales process, which gives you six serious opportunities. Then you close half—three sales a month.

Now imagine getting just 10% better at each stage, going from 50% to 55%. That means:

• Turning 55% of leads into meetings → 13.2 meetings as opposed to 12
• Converting 55% of those to active opportunities → 7.3 sales conversations where you had 6 before
• Closing 55% of those deals → 4 sales per month instead of 3

At $3,600 per sale, that’s $14,375 per month or $172,498 per year. That’s a 33.1% bump in your income from the same 24 leads! No extra time prospecting. Just a smarter and more persuasive throughout process.

So, what’s the secret?

It’s Not Grinding, It’s Influencing Better

When people think about influence, they often jump to tactics or tricks. But real influence—the kind that’s ethical and sustainable—starts with understanding people. It’s built on Cialdini’s principles of liking and reciprocity, two of the most powerful forces in social psychology.

Let’s start with liking. People are more likely to say yes to someone they know and trust—someone they like. That’s not about flattery; it’s about authentic connection. Are you showing genuine interest in your prospects? Do they feel seen and heard in your conversations?

Next is reciprocity. When you give first—your time, insight, or helpful advice—people naturally feel inclined to give back. That doesn’t mean manipulating people into owing you. It means creating value first, without strings attached. When you become known as someone who helps, trust grows—and with it, your close rate.

These principles don’t require more hours. They require more intentionality. Can you tweak how you approach your first meetings? Can you reframe your message so it resonates more deeply? Can you improve your questions so prospects feel you’re solving their problem, not pitching your solution?

That’s where my book, Persuasive Selling, comes in. It outlines how small changes in communication can lead to big returns in trust, engagement, and results.

So, here’s my challenge to you:

• What would it look like to be just 10% better at converting leads to meetings?
• How might you improve your early conversations to spark more interest?
• Where could your closing conversations go from pressure to persuasion?

Remember, the biggest leaps often come from the smallest steps. And those steps usually involve getting a little better at helping people say “yes” throughout the sales process.

That’s not just a good sales strategy. That’s ethical influence in action.

Share Your Thoughts

What’s one small change you’ve made in your sales process that made a big difference?
Or—where do you think you could improve by just 10%?

Drop your thoughts in the comments so we can learn from each other.

And if you want help applying these ideas to your world, connect with me here on LinkedIn—or grab a copy of Persuasive Selling. Small change for Big wins.

Edited with ChatGPT

Brian Ahearn

Brian Ahearn is the Chief Influence Officer at Influence PEOPLE and a faculty member at the Cialdini Institute.

An author, TEDx speaker, international trainer, coach, and consultant, Brian helps clients apply influence in everyday situations to boost results.

As one of only a dozen Cialdini Method Certified Trainers in the world, Brian was personally trained and endorsed by Robert Cialdini, Ph.D., the most cited living social psychologist on the science of ethical influence.

Brian’s first book, Influence PEOPLE, was named one of the 100 Best Influence Books of All Time by Book Authority. His follow-up, Persuasive Selling for Relationship Driven Insurance Agents, was an Amazon new release bestseller. His latest book, The Influencer: Secrets to Success and Happiness, is a business parable designed to teach you how to use influence at home and the office.

Brian’s LinkedIn courses on persuasive selling and coaching have been viewed by more than 750,000 people around the world. His TEDx Talk on pre-suasion has more than a million views!