How Do You Encourage Other People to Say Yes to Your Sales Proposal?

Last year one of my clients asked me to write a newsletter for him, about how to influence people and, in particular, about Cialdini’s Six Principles of Influence. I did some research into the topic and wrote up the newsletter, based on helping my client’s readers to do things like persuade their boss to say ‘Yes’ to giving them a pay rise. And it got me wondering “Could you use these principles when it comes to sales and marketing?”

I think the answer is yes, so here’s how I think you can use Cialdini’s Principles of Influence to win more sales and get more from your marketing.

If you don’t already know about these Principles, here’s an explanation of each of them, along with suggestions on how to put them into practice.

• Reciprocity. Most people like to return favours, pay back debts and treat others as they are treated. According to the principle of reciprocity, this can lead us to feel obliged to help someone who has helped us. If you give a prospective client some advice for free, they are more likely to help you in return, or pay you the next time they need more help.

• Commitment and Consistency. We tend to respond to consistency, so once you’ve committed to something; make sure that you go through with it. Use a consistent approach to your marketing – especially your key message – so that your commitment is obvious and you don’t confuse prospects about what you do.

• Social Proof. This is also known as ‘safety in numbers’. People are more likely to do something if they see other people doing it. Tell potential clients how many other clients use your service, how many people will be attending your training course, or how many other people have bought a copy of your book to encourage them to sign up, book on or buy.

• Liking. According to Cialdini, we’re more likely to be influenced by people that we like. You have probably also noticed that you like working with people you like. So work on your likeability and promote your services only to people you like. Trying to sell to someone you don’t like (and who therefore doesn’t like or trust you and is not influenced by you) will just be an uphill struggle.

• Authority. We feel a sense of duty or obligation to people in positions of authority. We see experts as people of authority, so make sure your marketing shows your expertise in your subject. Write about it and speak about it to show you are an authority on the subject and you will find that more prospects say ‘Yes’ to your sales proposal.

• Scarcity. This principle says that things are more attractive when they have limited availability. Only 5 places left on this workshop. I only work with 10 clients at a time. “I’m too busy to take on any more clients right now” is one that works for me every time – even when I’m being serious!

How many of these Principles are you already using in your sales and marketing, without even realising?

A word of caution – be careful how you use the six Principles. It is too easy to use them to mislead or deceive people, to sell them something they don’t need. Please don’t let me hear of anyone doing that, as a result of reading this blog!

Use them wisely in your sales and marketing, for the good of your potential clients and you will find it much easier to encourage them to say “Yes!”