Welcome to the Business Builder Forum

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Welcome to theBusinessBuilder Forum
Stuart Kellner
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Todays agenda

• 9.10am Start
• 9.15am Introductions
• 9.20am Getting to Yes
• 10.10am Strategic Board
• 10.25am Wrap up and close

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Introductions competition!
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Getting to YES6 tools of influence
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Who

• buys goods or services?
• has to sell as part of their job ?
• leads or manages people?
• has children?

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What will I get from today?

• Well help you
• avoid unnecessary expenditure
• avoid committing your time to things you dont
  want to do
• persuade customers to buy more (ethically)
• convince others to do as you wish (ethically)

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INFLUENCE The basics

• You and I live in an extraordinarily
  complicated environment
• easily the most rapidly moving and complex that
  has ever existed on this planet.
• To deal with it we need shortcuts.
• 56 million 22 million
• Jewellery store

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• There is no expedient to which a man will not
  resort to avoid the real labour of thinking.
• - Sir Joshua Reynolds

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Have you ever

• Taken out an unwanted magazine subscription?
• Bought charity raffle tickets?
• Purchased an extended warranty?
• Added unwanted extras on a new car purchase?
• Made time commitments you now regret?

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Robert Cialdini INFLUENCE Science and Practice

• Answers two questions
• Just what are the factors that cause one person
  to say YES to another person?
• and which techniques most effectively use these
  factors to bring about such compliance?

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INFLUENCE Science and Practice

• SCIENTIFICALLY GROUNDED
• Controlled psychological research experiments
• Interviews

• PRACTICALLY GROUNDED
• Systematic observations of
• Sales people
• Fund raisers
• Advertisers

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THE authority on influence

• Tony Robbins 4 day course
• Paul McKenna The Power to Influence
• Peter Thomson definitive study
• Underpins most programmes about influencing

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The six tools

• Reciprocity
• Authority
• Social Proof
• Commitment Consistency
• Scarcity
• Liking

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INFLUENCE The basics

• Click whirr
• Trigger Fixed action patterns
• Trigger Perceptual contrast

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TRIGGERS - Fixed action patterns
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But were not basic animals!

• Weve complicated life to the point where we need
  to use shortcuts
• Normally they are very effective thats why
  they are accepted
• Copier because
• How do you do

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TRIGGERS - Fixed action patterns
Click Whirr!
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Triggers Perceptual contrast
HOT
TEPID
COLD
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Triggers Perceptual contrast

• The same thing (the tepid water) can be made to
  seem very different depending on the nature of
  the preceding event
• Tailor
• College story

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The six tools

• Reciprocity
• Authority
• Social Proof
• Commitment Consistency
• Scarcity
• Liking

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Reciprocity give take
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Reciprocity give take

• Foundation of society is that of OBLIGATION
• Favours - awkward need to payback
• Debts - need to payback
• Cash for peerages
• Christmas cards
• Free sample
• Lyndon Johnson/Jimmy Carter
• Soldier

Click Whirr
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Reciprocity give take

• Remember
• The rule is VERY powerful overcomes liking
• Applies to uninvited favours Hare Krishna
• Can spur unequal exchanges
• Concessions should be viewed as a gift too
• Scouts raffle
• No such thing as a free lunch

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Reciprocity give take

• Works with perceptual contrast as well i.e.
  start with an unrealistic request, then retreat -
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• Billiard tables
• Very powerful in leadership and management
• Works on a longer term within families and
  friendships

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Authority
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Authority

• place in R ear

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Authority

• Captainitis
• Milgram the extreme willingness of adults to
  go to almost any lengths on the command of an
  authority
• Suits
• Delegation done it exactly as you said no
  brain

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Authority

• submission and loyalty to legitimate rule are
  accorded much value
• Opposite Anarchy

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Authority

• Trained to comply
• By parents
• At school
• In sport
• In community
• Most of the time, its right to defer

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Authority

• Key factors
• Titles Professor!
• Clothes 3.5 x doctors
• Trappings Advertising

Click Whirr
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Social proof
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Social proof

• Laugh longer
• Laugh more often
• Rate it as funnier
• even though we know full well
• it is canned laughter!
• (Fuller Sheely-Skeffington 1974)
• (Smyth Fuller 1972)

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Social proof

• We determine what is correct in a given
  situation to the degree that we see others
  performing it.
• Put your hands up
• Testimonials (paper today!)

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Social proof

• Withdrawn children
• Teenagers
• Experiment standing on street
• Safety in numbers

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Commitment Consistency
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Commitment Consistency

• Those whose beliefs, words and deeds dont
  match are seen as confused, two-faced even
  mentally ill
• A high degree of consistency is normally
  associated with personal and intellectual
  strength.
• (Allgeur, Byrne, Brooks Reeves 1979)

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Commitment Consistency

• Attractive researcher
• Christmas toy advertising
• Turn prospects into customers with a small
  initial order loss leaders the aim is not
  profit its commitment foot in the door

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Commitment Consistency

• Optimum conditions
• Active - reduce cancellation rate
• Public - peer pressure
• Effortful - initiation ceremonies
• Friedmans robot

Click Whirr
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Scarcity

• Romeo, Romeo where for art thou..
• - Shakespeare

You must finish drinking at 11! - HM Govt
Sale ends Sunday! - DFS
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Scarcity

• opportunities seem more valuable when they are
  less available
• if you perceive it to be difficult to get, you
  become more motivated to get it!
• Cialdini
• The way to love anything is to realise that it
  might be lost
• G K Chesterton

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Scarcity

• Applies to information as well as material
  things
• 300 MORE! Beef wholesaler
• Limited information is more persuasive!

Click Whirr!
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Scarcity

• Competition for scarce resources is vicious
• Cars
• 3G
• eBay
• Xbox360
• Sky HD
• Why do you want it?

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Scarcity

• When it comes to freedoms, it is more dangerous
  to have given for a while than never to have
  given at all
• Meal time rules

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Liking

• We buy most easily from people we like
• Youll say yes more easily to people you like
  than to people you dont
• Mirror and match

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Liking

• 5 principles of liking
• Physical attractiveness halo effect
• Similarities mirror and match
• Compliments not to be underestimated
• Familiarity regular contact, as long as
  positive
• Association Pavlov, politicians and babies/stars

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Liking

• Examples
• Multi-level marketing
• Tupperware
• Door to door charity collecting
• Referrals
• Car dealers
• How to win friends and influence people
• Dale Carnegie

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Liking

• Dont shoot the messenger!
• Persian messengers
• Weathermen
• Tax advisors

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Use them together

• Imagine a Tupperware party
• WHAT tools of influence are applied in this
  environment and HOW?
• DISCUSS

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The six tools

• Reciprocity
• Authority
• Social Proof
• Commitment Consistency
• Scarcity
• Liking

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Ethical!

• Those who play fairly by the rules of short-cut
  responding are not to be considered the enemy
• to the contrary they are our allies in an
  efficient and adaptive process of exchange.
• The proper targets for counter-aggression are
  only those who falsify, counterfeit or
  misrepresent the evidence that naturally cues our
  shortcut responses.
• Cialdini

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Your Strategic Board
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How many words in the Budget?

• 8,769

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