See what I did there? I made you read this because you were afraid you might not be able to later. That’s the principle of scarcity.
In his powerful book Influence: The Psychology of Persuasion, Dr. Robert Cialdini outlines a number of key points that drive us as social creatures, and does two competing things at the same time.
- He teaches people how to use these skills to persuade others (hence, the book is very popular with sales organizations), and
- He teaches people how to recognize these techniques and deflect them, which is an equally important skill.
The simple truth is that everyone likes to buy, but no one likes to be sold. Hence the salesman’s job is to find ways to get around people’s natural resistance to being influenced or persuaded, and do it in such a way that the
victim customer feels as though all…
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