Dr. Gregory Neidert

What does scientific research tell us about the persuasive approaches that make people most likely to say yes to requests? How can we use this research ethically and effectively?

Based on Robert Cialdini’s ground-breaking book, Influence, this program translates the scientific research into practical business applications. Dr. Cialdini’s widely acclaimed studies are highly instructive to those who want to be more influential.

Weaving compelling stories with evidence-based statistics makes this program memorable and immediately applicable.

Participants will learn the six universal principles of persuasion that move others toward yes and receive answers to such questions as:

What can we do to shorten the time required to develop and deepen relationships with our prospects, customers, and co-workers? How can we effectively establish our authority and trustworthiness with those we meet for the first time? After we have given, what words can we use to increase dramatically the likelihood that we will receive in return? When others are sitting “on the fence”, which principles of persuasion are most likely to spur them to act? And, which is the most underused, yet effective, principle of persuasion? In this program, participants will receive the answers to all these questions and more.

Used correctly and ethically, these scientifically-tested principles produce lasting relationships and strong, long-term change. When the science is available, why use anything else?

It is through the influence process that we lead, generate, and manage change. Like most things, the process can be handled poorly or well. It can be employed to foster growth and to move people away from negative choices and in more positive directions, thereby creating the conditions for new opportunities. Or, it can be used clumsily, reducing the chance for genuine movement and, in the worst of cases, boomeranging into conflict and resentment.

As such, it is important for those wishing to lead effectively to understand fully the workings of the influence process. Fortunately, a vast body of scientific evidence now exists on how, when, and why people say yes to influence attempts. Based on the research of Dr. Robert B. Cialdini, this program extracts from his formidable body of work the six universal principles of influence–those that are so powerful that they generate desirable change in the widest range of circumstances. The principles are:

• Reciprocation. People are significantly more willing to comply with requests (for favors, services, information, concessions, etc.) from a leader who has provided such things first.
• Commitment/Consistency. People are more willing to be moved by a leader if they see the change as consistent with commitment they have previously and publicly made.
• Authority. The particular combination of expertise and trustworthiness renders a leader the most persuasive communicator science has ever uncovered.
• Social Validation. People are more willing to perform a recommended action if a leader provides evidence that many similar others are performing it.
• Scarcity. People find recommended opportunities more attractive to the degree that a leader can honestly position them scarce, rare, or dwindling in availability.
• Liking. People say yes to the leaders they like.

This presentation illustrates how these six principles have been and can be harnessed to meet specific influence objectives. Participants will learn the nonmanipulative use of the principles so that those who are influenced feel personally committed to the new direction and to their relationship with the leader. It is only in this fashion that the influence process can be simultaneously effective, ethical, and enduring. And it is only in this fashion that it can enhance a lasting sense of partnership between those involved.