6 Ways to Influence and Persuade Customers and Employees

The classic book Influence by Robert Cialdini was first published more than 20 years ago, and his findings are as important as ever. Not only is it a bedrock for successful marketing, it also helps us understand the motivation of employees and ‘what makes them tick’.  He describes 6 influence patterns: reciprocity, scarcity, authority, consistency, liking and consensus – you probably use some of them already with colleagues, employees, friends and family.

Cialdini created this excellent short video as an explainer – it’s also a great resource for a training session with your managers. Ask them how the 6 patterns apply to customers, and the staff they supervise – each one shows a way to be more effective.

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