Principle Number Six To Getting Better Results

Once we make a choice we encountered personal and interpersonal pressure to behave consistently with what we have previously said or done, so it’s all about being consistent with yourself.

In America in quite a well off suburb a group of researchers went down the street knocking on doors asking if they could put up a large placard in the front gardens requesting people to drive carefully, out of hundred people 17 agreed.

In an adjacent street researchers again went down the street but this time they were asking for people to sign a petition to get people to drive more carefully in the street, to which the majority of people agreed to do. Once they’d signed the petition the researcher then gave them a small card version of the placard and asked them if they replace it in their windows to show their support, to which the people readily agreed.

One week later the researchers came back down the street with the large placard again knocking on the doors asking if they could place large placard in the front garden, 76% of the people agreed to this, this is because they had signed a petition and had a small card in their window asking people to drive carefully, so to remain consistent with themselves (because they’re the kind of people care about people driving carefully) they agreed to the large placard.

There was a situation where a restaurant had a no-show rate of 30%, the owner noticed that when staff took a booking they said “please call us if you can’t keep your reservation”, what the owner did was  they change this to “Will you please call us if you can’t keep your reservation” then pause for response so the person had to say yes, this instantly dropped the no-shows to 10%. For people to live up to what the commitment is, it has to it has to be a question and if they say yes they’ve committed to that action.

It also has to be voluntary, in one study they had people pretending to be beggars going around asking “do you have a spare change” what they found was just by adding on “of course it’s up to you” which resulted in a 400% increase in people handing over money.

There’s a brilliant Thai anti-smoking campaign, you can see it here CLICK HERE, you see children getting lectured by adults after they’ve asked the adult for a lite for their cigarettes, the adults tell the children all the reasons  on why they shouldn’t smoke, even though they’re smoking themselves, when the children point this out, the adults realise that they aren’t being consistent with there own advice and all of them once the child walks off, stub out their cigarettes

It’s early days but the campaign seems to be having some great results

So remember people have to be consistent with what they commit to and little buy ins can lead to big decisions

We’ve covered all six principles of persuasion, but there’s one last thing and that is In order of most powerful principles and it runs in this order of most powerful first

Scarcity

Liking

Consensus

Reciprocity

Consistency

authority

So if you have a an opportunity to use these principles scarcity is the most powerful and if you think about any situations you’ve been involved in, where there’s been a limited supply of something, you’re more likely to purchase it because you don’t want to miss out.

By Alan S Adams

About 

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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