"Psychology of influence. How to Learn to Convince and Succeed" by Robert Chaldini.

Are you looking for a business partner, investor or want a better understanding of marketing strategies? Then Robert Chaldini's book "Psychology of influence. How to Learn to Convince and Succeed" for you!

Robert Chaldini, an American professor of psychology, studied the topic of influence and persuasion and wrote a book that became a bestseller worldwide.

6 Principles of Influence

1. Interaction.

Simply put, it's that if someone did you a favor, you will have to do the same too. If a friend has invited you to dinner, then you will most likely invite him too in the near future. Very clearly, the principle of reciprocity is noticeable in the service industry. If you like the way the waiter served you, and if he brought a small compliment: a fortune cookie or put mint in the water, as studies show, then the tip increases by 3% from the standard amount.

2. Deficit

It is not enough just to tell people about the benefits of your product and service. They want something exclusive, rare, something that ends and we are afraid of losing the opportunity to buy it in the future. In 2003 British Airways announced that they would no longer fly the London New York Concord twice a day and sales immediately increased dramatically. At the same time, nothing has changed or improved in the flights.

3. authority

People follow the recommendations of doctors more carefully if the doctors hang their diplomas on their walls. On the same principle of advertising dentists around the world recommend such a paste, approved by orthopedists in Ukraine and so on. A group of real estate agents was able to significantly increase sales when the receptionists said something like: Let me connect you with Thomas, he has 15 years of experience in selling real estate.

4. Sequence

People like to reinforce their beliefs and values with action. When they make decisions, they like to think it's a right and good decision. For example, to support eco-friendly business, social business, if a person said that he cares about the environment or supports people with disabilities and so on and so forth.

5. Sympathy.

We like people who are like us, we like people who compliment us and we like people who work with us to achieve common goals.

During negotiations in business schools students were divided into 2 groups. The first one was said, "Time is money, act. In this group about 55% of participants came to an agreement. The second said: Before you start negotiations, share personal information;. In this group 90% of the agreements! And 18% more profitable than usual for both parties.

The consensus is.

We repeat the actions of others, especially if we are not sure of our competence. So before we buy something or decide to watch a movie, we read other people's reviews or look at ratings on special sites.

In the book you will find methods of persuasion and how to apply them in life, as well as how not to become a victim of manipulative tactics.