Notes from the book - The Art of influencing Anyone
Chapter 1: Persuasion is not about logical arguments but about communication and appearance. Source
- we put more faith in the things we want to hear.
- the person who was more engaging and was enthusiastic about what the boss wanted to hear
- speaker’s personality is in many ways more important than the content or rationale.
- First they look at the author’s name. Second, the quality of the content.
Chapter 2: Always be warm and friendly and pretend you know what you are talking about. Source
- lying poses a risk, if you want to do it persuasively, make sure you provide as much detail and information as possible.
- behave in a friendly and humorous manner, as this will help to conceal any gaps in your knowledge.
- share humorous anecdotes in his presentation
Chapter 3: Influence others by simplifying and organizing information so it’s easier to understand. Source
limit the customer’s choice to just two items or services.
- no one likes to be bombarded with too much information.
- we do like to compare a couple of options in order to decide whether we want to buy something or not.
- After showing the jackets with their pros and cons, come to a conclusion and show them which jacket you think would be ideal. This way the customer feels that you have weighed up options and come to a specific conclusion that suits her particular desires.
organize information into categories.
- Using categories like “environmental advantages” (saves water, requires less energy) and “efficiency” (faster than other machines, bigger so you can wash more clothes in one load)
- help the customer make a decision
Chapter 4: Talking vaguely makes your customers think you know more about them than you do. Source
- employ a technique called cold reading
- give the impression that you know a lot about them and their needs and wants
- cold reading technique is actually very simple. All it takes is some vague sentences, which use a lot of statements that could be interpreted in many different ways.
- The first thing you should say is a general statement so that your customer agrees with you from the start. This could be “Doing laundry is a real pain, isn’t it?”
- refer to a specific situation and your customer, by saying something like “I’m sure you want to spend less time doing your laundry.”
- using this method will make you appear to really understand and empathize with your customer
- further encourage this feeling
- “Working in homeware, it is important for me to really understand what customers like you need.”
- Speaking about things broadly is all you need.
Chapter 5: Curiosity is the key to persuasion. Source
- Catching attention is vital because we are impatient and tend to lose interest quickly.
- only one in five people read further than the headline of an advertisement.
- if you can’t ignite curiosity within the first few minutes of talking with potential customers, they will most likely not buy your product.
begin your conversation with an interesting or surprising statement.
- start off saying something humorous, surprising or even controversial.
Chapter 6: People don’t buy what they need, but what they want. Source
- if you can evoke desire for your product, people will buy it regardless of whether they need it or not.
- focus on what they want instead.
- give them reasons that provoke what they desire.
- One way to spark their desire is to alter their perspective.
- we subconsciously want our behavior to line up with our attitude (or self-perception). So if you change one, the other can also change.
Chapter 7: Influencing people depends on covering up your true intentions so you seem less desperate. Source
get your customers to sell for you
- which laptop you want to buy. Who would you trust more: a salesperson or a friend who’s used both computers?
- think of ways to advertise products through the opinions of others.
- tell them a story about your product in a way that is not obvious to them that you are plugging your own business.
Chapter 8: When trying to persuade someone, don’t fight their resistance; utilize it. Source
- surprise the people you’re selling to by embracing their resistance
- if you try really hard to convince somebody, he is likely to become defensive and will become even more sure about his own opinion.
- first thing you should do is agree with your customer’s concerns.
- find a way to overcome their negative thoughts by showing why, even after all things considered, your product is great.
Chapter 9: Final summary Source
- Be surprising and controversial.
- When you approach customers, start your conversation with a surprising, humorous or even controversial one-liner to pique their curiosity.
- 📖 Influence by Robert Cialdini
- MOC Presentation and Public speaking