Persuasion is one of the most powerful skills in the world, allowing you to get what you want by influencing others. Tons of research has been done on how to become more persuasive, and Robert Cialdini’s book, Influence, has made this research accessible to the masses. Here, I’ll share the most effective ways I’ve applied Cialdini’s methods in my own business, which now generates over $200 million a year in combined revenue.

Tool 1: Reciprocity

Reciprocity is the practice of exchanging things with others for mutual benefit. When you show kindness and generosity towards others, they’re more likely to return the favor and like you as a result. For example, offering free water in a retail store makes customers feel indebted and more likely to make a purchase.

Real-World Application

I once donated a significant amount to Arnold Schwarzenegger’s charity to get his attention, leading to multiple meetings with him. This principle can also be seen in restaurants where waiters who give mints with the bill receive higher tips.

Tool 2: Consistency

People judge others based on their actions. Consistency can be used in persuasion by asking someone to publicly commit to an idea or action. Once someone identifies as a certain type of person, they’re more likely to act consistently with that identity.

Real-World Application

A famous study asked people to place a small sign in their window supporting safe driving, followed by a larger sign in their yard. Those who agreed to the small sign were more likely to agree to the larger one later.

Tool 3: Social Proof

People look to others for cues on how to behave. If a product has thousands of five-star reviews on Amazon, it’s more likely to be purchased. Social proof can be leveraged by showcasing testimonials, reviews, and success stories.

Real-World Application

In my gym, I framed every five-star review and before-and-after picture in the lobby. This overwhelming evidence made it hard for potential clients to doubt our effectiveness.

Tool 4: Liking (Rapport)

People are more likely to be persuaded by those they like and want to be like. Even paid compliments can make a significant impact on how much someone likes you.

Real-World Application

I used the ACA framework: Acknowledge, Compliment, Ask. By acknowledging what someone says, complimenting them, and then asking a question, you can build rapport and make them more likely to agree with you.

Tool 5: Authority

Authority figures are trusted more and their advice is taken more seriously. Displaying diplomas, credentials, and awards can establish authority and make people more likely to follow your recommendations.

Real-World Application

I printed out certifications for myself and every one of my trainers. This not only reassured clients but also added to our credibility.

Tool 6: Scarcity and Urgency

People value what is scarce. Limited time offers and limited supply create a sense of urgency that motivates people to act quickly.

Real-World Application

Luxury brands use scarcity by limiting the supply of their items and not telling stores how many they’ll receive. During COVID-19, high-end stores maintained their exclusive appeal by limiting the number of customers allowed inside at a time.

Conclusion

Mastering these six tools of persuasion—reciprocity, consistency, social proof, liking, authority, and scarcity—can transform your business and help you achieve your goals. By understanding and applying these principles, you can influence others more effectively and drive greater success.

FAQs

How can I use reciprocity in my business?

Show kindness and generosity to your customers. Small gestures, like offering free water or mints, can make them feel indebted and more likely to make a purchase.

Why is consistency important in persuasion?

Once someone commits to an idea or action, they’re more likely to follow through to remain consistent with their identity.

How can I leverage social proof?

Showcase testimonials, reviews, and success stories prominently to influence potential customers by showing them that others have had positive experiences.

What is the ACA framework?

The ACA framework stands for Acknowledge, Compliment, Ask. Use it to build rapport and make people more likely to agree with you.

How can I create a sense of urgency?

Use limited time offers and limited supply to create a sense of scarcity and motivate people to act quickly.