- Reciprocity Give them something first, i.e. giving a free taste of candy when going into a candy store and customers were 42% more likely to buy because they felt obligated to give back to someone who had given to them.
- Liking Find a commonalty with those we are negotiating with. We get a better deal and more grace here. We do more business with people we like.
- Authority We say yes to people who have more authority who can give us evidence that they are competent, credential, and experience in a particular area.
- Social Proof If we find a lot of our peers are doing something or this is the largest selling item we are more likely to buy. A restaurant owner can increase the likelihood of buying a certain item by adding – this is one of our most popular items. It increases sales by 13 to 20%. Why not say most popular options.
- Scarcity We want items that are more rare. Grocery store can increase sales by saying “only x number of items available per family.”
- Commitment and consistency. We want to be consistent with what we already said or have done publicly. Ask people to take a small step in our direction. Then they are more likely to follow through. In health care no shows are a big problem. Instead of giving patient a card with date and time, give them a blank card and have them write it in. No shows drop 18% because they’ve made an active public commitment to that time and date.
It has been a pleasure to share The 6 Secrets To Getting People To Say Yes. A link to this book, Influence, is provided later. This is Bill Moist, MS, CPA