Using The Power of Persuasion To Get More Results

Power of PersuasionAs you probably know I attend a lot of training’s and events, I was recently lucky enough to go on a two-day course run by David Thompson on the 6 Principles of Persuasion, the course was brilliant.

David is a friend of mine and recently sold his business for 4 million, he is a top guy and decided that he wants to find out more about the principles of persuasion so he actually travelled out to America to train with the Dr. Robert Cialdini.

David is now one of only 20 people in the world qualified to deliver this training and the only person in the UK that you could potentially get some training from (there is one of the person but there are civil servant) if you get the opportunity to go on David’s training I would highly recommend it.

If you’ve not seen this short video on the principles of persuasion it’s well worth a watch.


The six principles of persuasion are grouped into three sections, the first is Relationship which covers reciprocity and liking, the second is Uncertainty which covers authority and consensus, and the third is Motivation which covers scarcity and consistency.

So for example if somebody is not engaging with you it’s because there’s no relationship there so you need to focus on reciprocity and liking, if somebody likes you however but their uncertain about your proposition or you being able to deliver on it then you need to focus on authority and consensus, finally if somebody isn’t taking action you need to use consistency and scarcity.

Let’s look at reciprocity, however you need to understand the difference between a gift and a reward a gift is given first, it’s unconditional and it opens a relationship. A reward is conditional, given after and closes the relationship.

Here’s a great example of how gifts work compared to rewards, a survey firm contacted CEO’s of businesses to ask if they could fill out a short survey in the first instance they offered a reward of $50 for completing the survey of which 23% of the CEO’s approached filled out the survey.

They then sent out the exact same survey but instead of a $50 will reward they put a five dollar gift voucher in with the letter the response more than doubled to 52% and on top of that only 5% of those that did the survey claimed the five dollar gift voucher.

So if you wondering what sort of things you can give away other than a physical gift, there’s time, access to digital products, information in the form of advice and guidance (what I’m doing here).

There are loads more examples that I could give you but I would highly recommend purchasing Dr Robert Cialdini, The Psychology of Persuasion book to see them all yourself.

By Alan S Adams

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As an award-winning business coach and bestselling author, Alan S Adams has helped hundreds of businesses across the UK to move from simply surviving to positively thriving. The publication of his second book Passion To Profit: 7 Steps To Building A Kick-Ass Agency and his third book, The Beautiful Business: Secrets to Sculpting Your Ultimate Clinic, sees him focus very specifically on creative agencies and aesthetic clinic sector, sharing advice and guidance with the potential to revolutionise turnover, client retention and overall growth. Alan was also recognised by Enterprise Nation as one of the UK’s Top 50 Advisors and APCTC Coach of The Year Finalist.

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