Jul 10, 2019
Dr. Robert Cialdini, author of the New York Times
Bestseller,
Influence
and Pre-Suasion: A Revolutionary Way to Influence
and Persuade, talks the
science of influence. Dr. Cialdini, or the “Godfather of Influence,
has earned an international reputation as an expert in the field of
persuasion, compliance, and negotiation. He discusses how small
changes can yield big results.
Key Takeaways
[3:10] Dr. Cialdini’s
book Pre-Suasion: A
Revolutionary Way to Influence and Persuade, quickly became a Wall Street Journal and a New York Times Bestseller. Dr. Cialdini wanted the book to be
something his grandchildren can use as a guide through their
adulthood, and he put their picture next to his screen while he
wrote it.
[6:08] There is no one size fits
all approach to influence others. Instead, we have to go into the
situation armed with knowledge of the powerful principles, and then
identify true ways others would benefit giving their assent to
it.
[10:12] When you congratulate
people on their progress, it actually moves them away from the goal
and puts them back to the starting line. Instead, try giving them
praise for their commitment to the goal.
[15:22] When we make a public
commitment to positive features, it puts us in a state of mind
where we continue to think positively about the subject. For
example, on a job interview asking the potential interviewer about
why they picked you as a potential candidate will get the ball
rolling for them to think about your personal
attributes.
[17:04] When we ask people for
their advice instead of their opinion, they are in a cooperative
state with us and along for the ride.
[18:58] Put the exact numbers of
your figure at the front end of your proposal. This positions you
as an honest communicator and clear thinker. The more specific the
numbers the better, as this shows you have thought the value
through completely.
[20:22] Persuasion is both an
art and a science. Influence comes naturally to some, but it also
can be taught and learned.
[27:49] Great influencers draw
attention to an idea that readies people for the core goal of the
message. It primes and readies them to the concept that will get
more success as a result and they clearly understand what’s in it
for them.
[36:02] Not all influence
practices are manipulative and exploitative.
[45:39] There is no ethical
problem with educating people of things inherently and naturally
part of the situation, and pointing them in a direction that offers
them benefits and value. Not only do you get paid in the moment,
but you will get paid down the line with their trust and
business.
[48:19] Go into every new
situation expecting the best from the new people you
encounter.
Quotable Quotes
- “Change the word progress to
commitment.”
- “ We
need to reinforce ethical behavior.”
- “People want to see themselves as living up to
their commitment.”
- “If
you get that advice, you get an accomplice. When you get for their
opinion, you get a critic.”
- “You
have to prioritize the truth.”
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