Principle Number Three To Getting Better Results

AuthorityIf someone is uncertain about what you’re offering is or that you can do the job, one of the principles you can use is authority, people look the cues that somebody’s an authority and as such are more likely to listen to you or follow direction.

In Holland there was a situation where people having strokes with then going to physiotherapists for treatment but what they found was the patients weren’t getting better can they weren’t following the advice of the physiotherapists so weren’t getting better.

Cialdini was called in to see if he could help improve the situation, when he went into the physiotherapists rooms he noticed that the walls were blank, he asked if the physiotherapists had any certificates or qualifications, to which they replied yes.

Cialdini told them to put all the certificate they had on the walls, just by placing the certificates on show resulted in an uplift of 30% in compliance.

When it comes to credentials It’s always better if somebody else introduces them if possible  (this is “your right” which are spoken about before) and it should be done relatively early on in the encounter, so think about your years in service, certificates, awards, publications and qualifications and it should be between about 30 seconds and a maximum of two minutes.

A credibility shortcut can be admitting a weakness and then following it with a but. Avis the car leasing company in America used this in one of their advertising campaigns, which was “were second but we try a lot harder” the campaign was a huge success.

So make sure that you plan your weakness into your conversation.

In another study in one of the states in America where it’s illegal to Jay walk, they had a man dressed in T-shirt and jeans, jaywalking at certain locations.

They then put the same man in a suit and had jaywalking in the same locations again only this time there was a 350% uplift in people following him across the road.

And if you’re ever unsure of how to dress, always dress one level higher than the person you’re meeting to show respect.

By Alan S Adams

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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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