1 00:00:00,000 --> 00:00:02,370 Unknown: So that's how to influence friends and influence 2 00:00:02,370 --> 00:00:05,100 people now from a sales perspective, because a lot of 3 00:00:05,100 --> 00:00:08,340 people in the ultimate success club or business owners are 4 00:00:08,340 --> 00:00:11,850 starting businesses. So this is from how to influence people 5 00:00:11,850 --> 00:00:15,750 from a sales perspective. So this is a book by Robert 6 00:00:16,260 --> 00:00:21,060 Cialdini and his book of influence the psychology of 7 00:00:21,060 --> 00:00:24,630 persuasion. So I'm going to give you a summary. So, Cal Dini 8 00:00:24,660 --> 00:00:28,740 identified seven weapons of influence. These are sales 9 00:00:28,740 --> 00:00:32,400 techniques that are able to trigger an almost mindless 10 00:00:32,400 --> 00:00:36,900 compliance from people due to their alignment with 11 00:00:36,900 --> 00:00:42,360 psychological vulnerabilities that most of us share.

Okay, we 12 00:00:42,360 --> 00:00:46,230 all share psychological vulnerabilities. And if you know 13 00:00:46,230 --> 00:00:49,770 what those buttons are, or those strings are, you can pull them 14 00:00:50,280 --> 00:00:54,240 and you can influence people very powerfully, once again, in 15 00:00:54,240 --> 00:00:59,310 a positive way or a negative way. So these are Cal Dinis. 16 00:01:00,000 --> 00:01:04,620 Seven most powerful elements of influence. And the first one is 17 00:01:04,650 --> 00:01:09,930 reciprocity. reciprocity.

If someone sorry, if you give 18 00:01:09,930 --> 00:01:13,800 something of value to someone for free, then that person will 19 00:01:13,800 --> 00:01:18,390 feel the full weight of reciprocity. What is this? Well, 20 00:01:18,660 --> 00:01:22,890 you often see on many websites, including my own, and giving 21 00:01:22,890 --> 00:01:28,950 away a free gift or a guide, or a free training program, or a 22 00:01:28,950 --> 00:01:34,050 downloadable PDF or something that gives real value for free, 23 00:01:34,350 --> 00:01:40,050 then people also magically feel indebted to you. They want to 24 00:01:40,620 --> 00:01:43,410 they want to learn more from you, but they also feel 25 00:01:43,950 --> 00:01:46,920 gratitude towards you. And then when it comes to time to make a 26 00:01:46,920 --> 00:01:52,530 sale are much more likely to say yes, then had you not given them 27 00:01:52,530 --> 00:01:57,720 anything.

So when you help people, there's this inbuilt 28 00:01:58,410 --> 00:01:59,970 urge or need 29 00:02:00,329 --> 00:02:05,849 To help back, okay, it's that reciprocity. Second most most 30 00:02:05,849 --> 00:02:10,289 powerful elements of influences commitment, and consistency. So 31 00:02:10,349 --> 00:02:13,919 we are influenced by people who keep their word and are 32 00:02:13,919 --> 00:02:17,819 consistent in their behaviors. If someone is always late to 33 00:02:17,819 --> 00:02:21,119 meetings, or often counsels appointments, you will see them 34 00:02:21,149 --> 00:02:25,319 as unreliable and you won't be able to trust them. Therefore, 35 00:02:25,409 --> 00:02:27,929 they will have very little influence over you. I 36 00:02:27,929 --> 00:02:31,499 experienced that many times.

Over the years in business 37 00:02:31,499 --> 00:02:35,909 people who've led me down who haven't respected my the value 38 00:02:35,909 --> 00:02:41,309 of my time. The last moment is they cancel an appointment or 39 00:02:41,309 --> 00:02:45,359 they just wouldn't turn up. They might apologize later. really 40 00:02:45,359 --> 00:02:49,379 disrespectful. Such people have had very little influence over 41 00:02:49,379 --> 00:02:55,619 me when it comes to they come to me asking for my help in some 42 00:02:55,619 --> 00:02:58,679 way. not inclined to help them because I don't trust them 43 00:02:59,459 --> 00:03:07,259 because As I say, they have very little influence over me.

So, if 44 00:03:07,259 --> 00:03:11,489 you are always letting people down, I assure you that people 45 00:03:11,489 --> 00:03:16,589 will view you as being very influential. Okay? So really 46 00:03:16,589 --> 00:03:19,529 important this. So that's number two. Number three social proof. 47 00:03:19,709 --> 00:03:23,699 We look at those similar to us to gauge our potential and 48 00:03:23,699 --> 00:03:28,349 capabilities.

For example, Amazon reviews, amazon.com 49 00:03:28,349 --> 00:03:32,699 reviews and recommendations from friends. This this thing where 50 00:03:32,819 --> 00:03:35,669 if we see lots of people doing something, it must be right. It 51 00:03:35,669 --> 00:03:40,799 must be good. Okay. So social proof, particularly in the age 52 00:03:40,799 --> 00:03:43,979 of the internet is vital. I mean, how often do you buy 53 00:03:43,979 --> 00:03:47,729 something on Amazon without looking at reviews?

I don't read 54 00:03:47,729 --> 00:03:50,699 lots of reviews before I buy something, particularly if it's 55 00:03:50,699 --> 00:03:54,029 expensive. So social proof is a 56 00:03:54,030 --> 00:03:55,680 huge influencer. 57 00:03:56,160 --> 00:04:00,660 If lots of people are doing it, then it must be good. Okay. So 58 00:04:00,690 --> 00:04:04,620 that's number three. Number four, liking people buy from 59 00:04:04,620 --> 00:04:09,090 people they know, like and trust.

And if someone likes and 60 00:04:09,090 --> 00:04:12,300 trusts you, then they are more likely to assume you're 61 00:04:12,300 --> 00:04:16,620 trustworthy and consistent. That goes without saying, also number 62 00:04:16,620 --> 00:04:21,120 five authority. Our brain is hardwired to respect authority, 63 00:04:21,120 --> 00:04:25,980 for example, experts, police, doctors, lawyers, celebrities, 64 00:04:26,640 --> 00:04:34,200 our brain is literally hardwired to, to respect authority, and to 65 00:04:34,200 --> 00:04:37,530 do what authority tells us and this, unfortunately, this 66 00:04:37,530 --> 00:04:42,000 hardwiring in the brain, it's allowed vast numbers of people 67 00:04:42,000 --> 00:04:45,870 to be manipulated, and to do things they never ever would do 68 00:04:45,870 --> 00:04:49,620 under normal circumstances. For example, as I mentioned earlier, 69 00:04:49,650 --> 00:04:54,720 Nazi Germany, okay, so that's authority. This ability of 70 00:04:54,720 --> 00:04:58,380 perceived authority, perceived authority can make ordinary 71 00:04:58,380 --> 00:05:02,400 people do terrible things.

Eg Germany or the influence of the 72 00:05:02,400 --> 00:05:08,790 Nazis, so that's number five, two more to go. scarcity number 73 00:05:08,790 --> 00:05:13,230 six scarcity. People are much more invested in not losing 74 00:05:13,230 --> 00:05:16,290 something and not losing something than they are in 75 00:05:16,290 --> 00:05:21,900 gaining that very same thing. Anything that is rare or running 76 00:05:21,900 --> 00:05:27,300 out is perceived as having much higher value. You see this 77 00:05:27,300 --> 00:05:31,740 everywhere. You see this in the stock markets you see it in I 78 00:05:31,740 --> 00:05:40,470 mean, and gold, jewels, diamonds rare high value sent the same 79 00:05:40,470 --> 00:05:44,220 thing you see on so many different websites, countdown 80 00:05:44,220 --> 00:05:48,870 timers, this offer will expire in three hours or this offer is 81 00:05:48,870 --> 00:05:53,010 only available for the next 30 minutes.

You know, you are 82 00:05:53,010 --> 00:05:57,120 automatically you feel an urgency to get that thing 83 00:05:57,120 --> 00:05:59,730 because you know, it'll be gone forever and you've never got the 84 00:05:59,730 --> 00:06:02,940 opportunity Again, so scarcity, very powerful, very, very 85 00:06:02,940 --> 00:06:06,870 powerful. And number seven, perceptual contrast perceptual 86 00:06:06,870 --> 00:06:11,850 contrast, we see two things. It's sorry, if we see two things 87 00:06:11,850 --> 00:06:15,630 in sequence that are different from one another, we will tend 88 00:06:15,630 --> 00:06:19,380 to see the second one as more different from the first than it 89 00:06:19,380 --> 00:06:21,480 actually is. That sounds a bit confusing, but let me explain, 90 00:06:22,050 --> 00:06:26,010 for example, a realtor or as we call them in Europe, estate 91 00:06:26,010 --> 00:06:30,510 agents, for example, a realtor or car salesman might show us 92 00:06:30,510 --> 00:06:34,200 something overpriced, and in poor condition, before showing 93 00:06:34,200 --> 00:06:38,730 us the one they really want us to buy.

By contrast, the second 94 00:06:38,730 --> 00:06:42,750 one looks like a great deal, and we wanted more. So these are, 95 00:06:42,990 --> 00:06:48,060 these are ways of influencing people in selling situations, 96 00:06:48,060 --> 00:06:52,350 very, very, very, very powerful. And if you use this in your 97 00:06:52,350 --> 00:06:56,280 business, if you use these concepts and understandings in 98 00:06:56,280 --> 00:07:01,380 your business, you'll see incredible results. But as I 99 00:07:01,380 --> 00:07:06,390 say, easily ethically, because if you don't, you will pay a 100 00:07:06,390 --> 00:07:09,090 heavy price. You know, everything comes back to you. If 101 00:07:09,090 --> 00:07:12,570 you hurt people, you might think you get away with it.

But you 102 00:07:12,570 --> 00:07:15,300 repeatedly think you're continuing to get away with but 103 00:07:15,300 --> 00:07:15,780 you know what? 104 00:07:18,420 --> 00:07:20,220 Life has this 105 00:07:21,270 --> 00:07:27,060 inbuilt correction mechanism. We can't get away with anything. So 106 00:07:27,060 --> 00:07:31,170 it's in our own interest, things will happen to us situations and 107 00:07:31,170 --> 00:07:36,150 events that will correct our course. So if you hurt other 108 00:07:36,150 --> 00:07:39,570 people in your manipulate other people, that hurt manipulation 109 00:07:39,570 --> 00:07:45,210 will revisit you very powerfully at some point. So it's makes 110 00:07:45,210 --> 00:07:50,100 sense only to use all these techniques and skills ethically, 111 00:07:50,640 --> 00:07:54,750 and your life will take off and you can help so many, many 112 00:07:54,750 --> 00:07:57,660 people help their lives to take off as well.