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INFLUENCE THINKING PARTNER

HAVE YOUR CIALDINI CERTIFIED PROFESSIONAL ON RETAINER

Learning about the principles of influence is good so that the business executive understands exactly where influence changes in any communication approach are thought of or recommended. When it comes to adjusting your approach in business processes, you might feel it valuable to run a few things past your own Cialdini Certified Professional who is only a call or an email away, all month long.

Also when your team is well trained in Influence, the C-level executives my find it reassuring to know that their team have access to a Cialdini Certified Professional to run proposed influences changes by.

By subscribing as a INFLUENCE THINKING PARTNER or Patrick van der Burght, you will be able to:

  • Submit up to 3 influence challenges per month
  • Discuss the situation by phone or email 

 

Influence and persuasion advise on retainer from your Cialdini Certified Professional

Corporate influence results examples

How many of these type of opportunities are wasted in your organisation on a daily basis?

The principles of persuasion can produce large improvements in sales

Open the additional influence results exampls by clicking the icon on the right of the titles

When was the last time you increased sales SIX FOLD?

Her is an example of the power of the right influence approach:

A company that had been selling train car loads of Australian beef to international purchasers participated in an influence experiment directly based on Dr Cialdini’s teachings.

The normal sales appeal was ‘We have certain alotment of beef. It is of ‘such and such’ quality. How many train loads of beef would you like?’ – Under this appraoch typically 10 train car loads were purchased.

When (and this was true), their standard appeal was preceded by ‘Due to certain weather conditions in Australia there is likely to be a sortage of Australian beef in the near future.’ followed by the standard appeal. – Under these instructions 24 car loads were ordered.

But… you would have guessed something like this would happen. We have an intuitive feel for what ‘scarcity’ does to us and other people. What you might not have expected was what happened to the third group…

The third section of cliets were told ‘Due to certain weather conditions in Australia there is likely to be a sortage of Australian beef in the near future.’ and they then (truthfully) added: ‘and we should tell you that this information has come to us from our exclusive sources at the Australian National Weather service… no one else has this information.’

Now, not only the beef was scares but also the information that the beef was scares, was scares. Under these instructions, on average 61 car loads were purchased.

The company realised immidiately that these sort of situations had existed multiple times in the past, but they had never be able to capitalise on an ethical approach that could have increased their sales SIX FOLD. They lost this benefit every time in the past.

What hidden gems exist in the way you do business that we could uncover? Even if your staff read Dr Cialdini’s book, can you afford to rely on their own abilities to identify opportunities like this consistently? Or should you formalise some training to create a well-trained influence culture in your team?

Change in product presentation order and the 400% sales increase on the top-of-the-line model

A company selling spa baths needed some assistance with its sales of spa baths. The staff were used to showing potential buyers the cheapest spa bath first, explain the features and the price, before moving on to the spa bath one step more costly. They would do the same at each of the spa baths as they went up the line and ended on showing the top-of-the-line spa (which came with a gazebo over the top of it).

When it came to the features or benefits that one particular model had more in comparison with the cheaper model discussed previously, they would explain how the buyer would enjoy these additional features like jets, lights, seats, build in hifi equipment and so on.

The first change they made was to start presenting the spa bath from the top down instead. Showing the top-of-the-line spa bath with the gazebo enclosure included and the most amount of water jets and luxurious options. After this the lesser models were shown and instead of presenting added features of a more costly model, they now highlighted what the client would be missing out on, in terms of features, if they purchased this lower priced model.

By making this change, the average sale went up significantly. Buyers placed themselves much more often in the middle of the range instead of the lower end of the range.

The sales of the top-of-the-line model with the gazebo had however not changed much. Sales people commented to the consultant, that people who did buy this top-of-the-line model were always delighted with it. Because of the gazebo, many treated it as if they had added another room to their house.

The consultant then proposed that they could compare this top-of-the-line model to the cost of adding a room to your house. Adding a room to a house is a costly undertaking and likely would set back anyone at least tens of thousands of dollars.

By comparing the top-of-the-line model to adding a room to a house, sales of that model went up by about 400%!

What hidden but truthful comparisons could you make when presenting your proposal?

 

More or less people to promote an early lunch in the food court?

When displaying posts near a shopping mall food court to remind and prompt people of the possibility of having an early lunch, researchers found something interesting.

One poster tested had a photo of one person having an early lunch, another poster had an photo of several people enjoying an early lunch.

The one person poster was successful. It produced a 25% increase in lunch purchases before noon to the delight of food court operators as it spread out their busy period.

The second poster showing multiple people performed even better. 75% more lunches had be purchased before noon.

Would you have thought such a simple change would make such a significant difference? Are you sure you are using the psychological trigger that underpins this reaction, optimally in your communications?

How McDonalds increased its McFlurry desert sales

Many McDonalds restaurants offer a McFlurry desert. In one set of McDonald restaurants, visitors were ask if they wanted a desert? And told that the McFlurry was the the favourite amongst restaurants visitors.

McFlurry sales jumped 55%

Then, when someone did indeed order a McFlurry, they were told that X McFlurry topping was the favourite topping at this restaurant, customer purchases of topping increased by an additional 48%

That’s a profitable change to procedure for no added expense.

There is of course a perfectly logical psychological trigger behind this approach, but do you know it? Even if you do know it… are you successfully using it and the other principles in your business? Can you afford to NOT have all of your team, well trained in this so they identify opportunities like this consistently?

These examples is certainly not alone but clearly serve as an example of past events only. No promises can be made about what level of provements that may be achieved

MAKING THE SCIENCE WORK FOR YOU

Your Cialdini Certified Professional
and the Cialdini Institute at your side

Experience the reassurance of running your influence change decisions or complete persuasion challenges past your Cialdini Certified Professional who also has the backing of the Cialdini Institute to fall back on.

In essence, for a small monthly fee, you have access to your Cialdini Certified Professional for ongoing support.

Fee: AUD 997 per month

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Bas Wouters (CEO of the Cialdini Institute) and Patrick van der Burght