Liking:
People like those like them, who like them. |
At Tupperware parties, guests’ fondness for their host influences purchase decisions twice as much as regard for the products. |
To influence people, win friends through:
- Similarity: Create early bonds with new peers, bosses, and direct reports by informally discovering common interests—you’ll establish goodwill and trustworthiness.
- Praise: Charm and disarm. Make positive remarks about others— you’ll generate more willing compliance.
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Reciprocity:
People repay in kind. |
When the Disabled American Veterans enclosed free personalized address labels in donation-request envelopes, response rate doubled. |
Give what you want to receive. Lend a staff member to a colleague who needs help; you’ll get his help later. |
Social:
People follow the lead of similar others. |
More New York City residents tried returning a lost wallet after learning that other New Yorkers had tried. |
Use peer power to influence horizontally, not vertically; e.g., ask an esteemed “old timer” to support your new initiative if other veterans resist. |
Consistency:
People fulfill written, public, and voluntary commitments. |
92% of residents of an apartment complex who signed a petition supporting a new recreation center later donated money to the cause. |
Make others’ commitments active, public, and voluntary. If you supervise an employee who should submit reports on time, get that understanding in writing (a memo); make the commitment public (note colleagues’ agreement with the memo); and link the commitment to the employee’s values (the impact of timely reports on team spirit). |
Authority:
People defer to experts who provide shortcuts to decisions requiring specialized information. |
A single New York Times expert-opinion news story aired on TV generates a 4% shift in U.S. public opinion. |
Don’t assume your expertise is self-evident. Instead, establish your expertise before doing business with new colleagues or partners; e.g., in conversations before an important meeting, describe how you solved a problem similar to the one on the agenda. |
Scarcity:
People value what’s scarce. |
Wholesale beef buyers’ orders jumped 600% when they alone received information on a possible beef shortage. |
Use exclusive information to persuade. Influence and rivet key players’ attention by saying, for example: “...Just got this information today. It won’t be distributed until next week.” |
