The Science of Persuasion Or how to get others to say “Yes”

Researchers have been studying the factors that influence us to say “Yes” to a request for over 60 Years. There can be no doubt that there is a SCIENCE to how we are persuaded. As we live in a more overloaded world we need shortcuts, or rules of thumb, to guide our decision making. Dr. Robert Cialdini, Regents' Professor Emeritus of Psychology and Marketing at Arizona State University and his team, through years of studies and research, have identified 6 Universal Shortcuts that guide human behavior. He published them in his respected 1984 book "Influence: The Psychology of Persuasion."

1. Reciprocity 2. Commitment 3. Social Proof What are the shortcuts? 1. Reciprocity 2. Commitment 3. Social Proof 4. Liking 5. Authority 6. Scarcity

2 Mints w/Personal Touch = 24% Increase in Tips 1. Reciprocity As humans, we generally aim to return favors, pay back debts, and treat others as they treat us. Give a little something to get something in return. Example: Study conducted in Restaurants – did offering a gift increase tips? 1 Mint = 3% Increase 2 Mints = 14% Increase 2 Mints w/Personal Touch = 24% Increase in Tips

1. Reciprocity in Practice Keys: Offer Something first – allow them to be indebted to you Offer something exclusive – allow them to feel special Personalize the offer – make sure they know its from you Free downloadable learning guides on your website Personally signed birthday cards w/ small gift Risk Free Trials

1. Reciprocity: Marketing Example

2. Commitment We have a deep desire to be consistent. For this reason, once we've committed to something, we're then more inclined to go through with it. This is activated by looking for, and asking for small commitments that can be made.

2. Commitment Study: Most people were unwilling to put a large sign in their yard for a drive safely campaign. In a different neighborhood people were 4X as likely to put up the sign. Why? 10 days previously they had agreed to put a small postcard in the window of their home that signaled their support for a drive safely campaign. That was the initial commitment that resulted in the 400% Increase.

Commitment in Practice Keys: Look for Voluntary, Active and Public Commitments Employees set personal goals to achieve Involve members of the practice in planning One study saw by having patients fill in their own appointment reminder missed appointments were reduced by 18%

Commitment: Marketing Example

3. Social Proof We tend to have more trust in things that are popular or endorsed by people that we like. People will look to the actions of others to determine their own.

75% Compliance of people staying 4 days or more 3. Social Proof Study: Hotels may ask you to reuse your towels by talking about the benefits that reuse has on environmental protection. 75% Compliance of people staying 4 days or more When the message was changed to state that 75% of guests reused the towels 81% Compliance When the message was changed to state that 75% of guests WHO STAYED IN THIS ROOM reused the towels 90% Compliance

Social Proof in Practice Patient Testimonials Robust and Active Referral Program Yelp or other review platforms Local ‘Best of’ Awards

Social Proof: Marketing Example

Social Proof: Marketing Example

Social Proof: Marketing Example

Social Proof: Marketing Example

4. Liking We’re more likely to be influenced by people we like. But what causes people to like us? The science says there are 3 important factors. People who are similar to us People who pay us compliments People who cooperate with us toward common goals

4. Liking Study: In a study of online negotiations carried out by MBA students at two well known business schools one group was told Time is Money – get right down to work. 55% were able to come to an agreement. A second group was told before negotiating exchange some personal information with each other, identify a similarity you share in common. Then begin negotiating. 90% were able to come to an agreement. And on average was 18% more profitable for each party.

Liking in Practice Keys: To harness this principle look for areas of similarity you share with others and genuine compliments you can give before doing business.

Liking: Marketing Examples

Liking: Marketing Examples

5. Authority We follow the lead of credible, knowledgeable experts. Example: Physical Therapists can persuade more of their patients to comply with exercise recommendations if they display their credentials (diplomas) on the walls of their consulting rooms.

20% Rise in Initial Appointments 15% Rise in Signed Contracts 5. Authority We follow the lead of credible, knowledgeable experts. Study: Real Estate agents had office staff mention their credentials and expertise when fielding initial calls. 20% Rise in Initial Appointments 15% Rise in Signed Contracts

Authority in Practice Keys: Its important to signal to others that you are a credible, knowledgeable authority before you make your influence attempt. However, you can hardly go around telling others how brilliant you are, but you can get others to do that for you.

Authority in Practice Dress accordingly (i.e. lab coats) Display your degrees and credentials in office Hint at expertise on scheduling calls Testimonials

Authority: Marketing Examples

The very next day, sales took off. 6. Scarcity This principle says that things are more attractive when their availability is limited, or when we stand to lose the opportunity to acquire them on favorable terms. Example: When British Airways announced it would discontinue offering its twice daily London to New York Concord flight. The very next day, sales took off.

Scarcity in Practice Keys: Its not enough to discuss the benefits of your services, you must also point out what is unique about your services and what they stand to lose if they fail to consider your proposal. Open House Exclusive Offers If you offer something at a discount – make it for a limited time. What makes your practice stand out from others?

Scarcity: Marketing Example

The Six Principles of Influence. 1. Reciprocity 2. Commitment 3. Social Proof 4. Liking 5. Authority 6. Scarcity