In Influence: The Psychology of Persuasion (Cialdini) and Yes (Goldstein, Martin and Cialdini), Robert Cialdini examines how people are influenced. His research describes six universal principles that act as the foundation for most successful influence strategies:

1. Reciprocation
2. Commitment and Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity

According to Cialdini, humans are “hard wired” to be influenced by these sources.

Reciprocation

When someone provides us with something, anything at all, we feel an obligation to return the favour. In other words, we are compelled to provide to others the kinds of actions they have provided us.

In a marketing context, the need for your prospect to reciprocate can be activated by offering items of perceived value: education, offers of assistance, free trials, etc.

In so doing, without any strings attached, the prospect will want to reply in kind.

Commitment and Consistency

People have a nearly obsessive desire to be consistent with what they’ve already said or done. Once we’ve taken a stand, we feel pressured from within to behave consistently with this stated commitment - we don’t want to appear in conflict with an earlier decision.

In order to execute a successful business development process, it’s imperative to gain a prospect’s commitment during each “touch” or interaction. The probability of making a sale is increased if we have agreement every step along the way.

Once the prospect agrees, the need for commitment and consistency make it difficult for a decision to be reversed. The prospect will feel compelled to “make good” on their commitment.

Social Proof

This is a tool people use to short cut their decision making process. We are more inclined to make a decision if we know that others have made a similar decision. We have a tendency to assume an action is more correct if others have already taken it.

A well designed business development process incorporates social proof by including items such as case studies, anecdotes and testimonials.

By providing evidence that people have made this decision in the past, you can invoke this source of influence to make prospects comfortable in drawing a similar conclusion.

Liking

We prefer to say “yes” to requests from people we know and like. Prospects will base decisions not only on how well a product or service meets their needs, but also on whether they like or respect the people they’ve encountered through the process.

As a result, all points of prospect interaction must be considered when building a business development process; receptionists, customer service reps, sales people, etc. Measures must be taken to ensure prospects take away a favourable impression from all these interactions.

Authority

Information from an authority figure is a strong source of influence. We are inclined to “follow an expert” when making decisions.

In the course of your business development process, use every conceivable opportunity to establish yourself or your organization as an authority. Public speaking, being quoted in respected publications, being on panels or publishing an e-book are examples of how to demonstrate and reinforce your authority status.

Scarcity

Scarcity as a source of influence is based on the principle that opportunities seem more valuable when their availability is limited. The fear of loss is a key motivator in human decision making - people are often more motivated by the thought of losing something than by the potential to gain something of equal value.

We often see scarcity used in marketing efforts; seating is limited, only the first 100 customers will receive the special offer, limited time offer, etc.

Incorporating scarcity in your business development process may compel prospects to accelerate their decision making - which in turn leads to a shorter sales cycle and locking out the competition.

All of us are inherently aware of these sources of influences. However, we must make a conscious effort to incorporate and systemize them in our marketing and sales strategies. When designing a business development process, consider how these principles of influence can be used to positively impact your results.

When used ethically, with integrity and authenticity, these sources of influence can steer a prospect your way – ultimately increasing your chances of making the sale.