The Persuasion Equation

The art of persuasion is now a science, thanks to the ability to track and  influence user activity via social media and digital marketing.This data driven science however has only served to further validate and utilize the same basic principles of psychology that have been employed in the art of persuasion since the inception of the practice. 

Great sales people profile the customer to learn their wants and needs, and then leverage that information to convey that they understand their wants and needs, share their sensibilities and can be trusted to have the knowledge, integrity and social authority to guide them to obtain what they want, like no one else can, Today’s digital tools are simply using social media and apps to harvest user data and engage them using the very same tactics.

Robert Cialdini,  visiting professor of marketing, business and psychology at Stanford University and the best selling author of the highly revered  Influence: The Psychology of Persuasion argued that persuasive influence is based on certain principles of persuasion : reciprocity, commitment and consistency, social proof/consensus, authority, liking, and scarcity.

In 2016 he proposed a seventh principle. The unity principle. “The more we identify ourselves with others, the more we are influenced by these others”.

Last month Business News Daily further articulated this reality posing the question 

“How do you get a person to buy a product or service?” And concluding that “Psychology holds answers to questions that have preoccupied marketing departments for decades, particularly surrounding how to influence people and how people respond to attempts to influence their behaviors.” quoting Cialdini from an influential speech at the 125th Annual Convention of the American Psychological Association/

“Persuasion is no longer just an art; it’s an out-and-out science,” said Cialdini, . “Indeed, a vast body of scientific evidence now exists on how, when and why people say yes to influence attempts.”

So how do you harness the power of influence and persuasion in your dealership’s sales and service funnels to maximize your successful conversion of customers and the return on your marketing investment? Scan the QR code below to learn more about BDC United’s unique approach to employing the principles of reciprocity, commitment and consistency, social proof/consensus, authority, liking, and scarcity to convert your leads into fruitful appointments with influenced shoppers, persuaded to buy.

https://www.businessnewsdaily.com/10151-how-to-influence-consumer-decisions.htm

https://en.wikipedia.org/wiki/Robert_Cialdini