How to Sell Ice to an Eskimo (Part 1)
Good morning, today we have a Bonus Episode for our listeners. And a very special Co-Host for this episode as well, Raquel Medina. Raquel is co-owner of Sage & Soul, a spiritual boutique company that specializes in everything mystical and magical. Raquel was a guest on our podcast in Season 1, and also published her own podcast under the Sage & Sol brand. Hi, Raquel, glad to have to as a co-host today.
Our topic is one that I am pretty sure we can all benefit from. How do you sell ice to an Eskimo. We will be looking at the Five Principles of Persuasion developed by the renowned psychologist and author Dr. Robert Cialdini. His book, published in 1984 titled “Influence: The Psychology of Persuasion”, discussed the five principles that affect how one person can influence or persuade another.
These are principles that sales people have been using for years. And you may be thinking, well I'm not a salesperson, so why do I need to know these five principles. Simple, sales people are using these principles to persuade you every day, multiple times a day. And these principles have influenced you in one way or another, regardless of whether or not you recognize the principle being applied.
Having knowledge of these five principles will allow you to make better purchasing and life decisions and not allow you to be so influenced by others. It will allow you to identify the tactic that is being applied in the situation and allow you to make a more informed decision. In this undeniable level up discussion, we will give you the tools to identify when a persuasion method is being used against you, and how to counteract your autopilot mode in order to make a conscious decision against the persuasion method being applied.
And here to discuss the five principles of persuasion is our special guest, Jose Medina. Although Jose typically hosts the Level-Up podcast, today he is switching seats with me, and we will be putting him in the hot seat this time. For those of you who do not know Jose, yet, or know him well, he is a 24-year Army veteran, entrepreneur, business owner, father and now adds grandfather to the list of hats that he wears.
Welcome Jose! And thanks for allowing me, to fill in for you today as we get to dig into your methods of persuasion.
Jose, let's start with your childhood, I know first hand, but let's give our listeners a little insight into your background and your journey. Where would you say you grew up?
Aesop says, "Persuasion is often more effectual than force."
Before we begin looking at the five principles of persuasion, it is important to understand the difference between persuasion and manipulation. These two topics are very close cousins to each other. Persuasion is the action or fact of persuading someone or of being persuaded to do or believe something. Manipulation on the other hand is can be defined as the action of manipulating someone in a clever or unscrupulous way.
What are your thoughts on these two different definitions? Have you ever used persuasion? What about manipulation? What are your thoughts on dark psychology?
The first principle of persuasion is Reciprocity. Reciprocity relies on our need for equality and balance. This is governed by Adam's Equity Theory which theorizes that as humans we have a tendency to require fair and equal treatment when either giving or receiving a service, a product, or our time. When ever we find ourselves out of balance it makes us feel uncomfortable and uneasy.
This method of persuasion is used when someone offers you a gift or a free sample of a product. When someone gives you something, Adam's Equity Theory requires that we return the favor. Sales people often use this principle when they offer you a free sample, a gift ,or even a mint at the end of your dinner with the bill when dining out. If someone sends you a birthday card, it is likely you will feel the urge to send one back.
Have you ever used this principle to entice someone to either purchase a service or provide some act in kind? Have you ever fell victim to this principle before? How did it work? Were you aware of the rule of reciprocity?
The second principle of persuasion is Scarcity. This principle relies on a person wanting something more, as there is less and less of it. Sales people use this principle when they say things like "only a few left at this price" or calling something "limited edition". A limited edition means there is only a few available and when it is gone, there are no more. Also, a collectors item, relies on this principle as well.
Have you ever used this principle of scarcity? Have you ever fell victim to this principle before? How did it work?
The third principle of persuasion is authority. This principle claims that we are unconsciously moved to follow those who are in a position of authority based on the persons perceived knowledge, experience or expertise. This is due to our innate trust that is developed in us as children. As we get older and are exposed to greater levels of authority, such as teachers, police officers, doctors, coaches, etc., throughout our early development, we develop a high level of trust in authoritative figures. This is why no one questions a person in a reflective vest and a clip board, or a person in hospital scrubs with a stethoscope around his neck. We associate the costume of authority and assign it our trust willingly.
Have you ever used a position of authority to persuade others? Has this ever been used on you? Have you ever misused your authority to persuade others? Has anyone ever seen this method of persuasion used for bad intentions? Have you ever used it for bad intentions? Hos does this apply in business? How does this apply in leadership?
The fourth principle of persuasion is commitment and consistency. People have a need to act consistent with their values and ideals. When they act outside of those values they feel discomfort and uneasiness. In persuasion, this theory can be applied by having someone do something small, like filling out a survey in the grocery store. Stopping and filling out the survey may seem like an innocent ask, but then ask you to sample a product. This is also a small ask and so you again comply, due to your need to remain consistent with agreeing. Finally they ask you to purchase the product. You may actually like the product and buy it, but would you have bought the product without the persuasion?
Has this principle ever been used on you? How? Have you ever used this principle on others. For good, for bad? Have you ever seen someone manipulate another using this principle?
The fifth principle of persuasion is likeability. This persuasion technique means that the more a person likes you, the more you can persuade that person. People have a tendency to like others that are like themselves. It is a higher probability to persuade someone if you share the same name, come from the same city, have similar life experiences. This is also why sales people are often attractive and why more attractive waiters and waitresses ...
