How to Scientifically Influence Customers

Psychologists have been researching on how people react to requests made by others since the early 1950s.

One might think that most people think through all available information relevant to an issue before making a decision. Research shows otherwise. Due to the vast amount of information available, most people use short cuts in decision making.

They form a preferred way of making decisions for a particular type of problem, in this case, responding to requests made by other people.

Today, we are going to share with you some of the effective methods of getting a “YES” out of your colleagues or prospects. In short, we call this the LACERS law.

1. Likability
2. Authority
3. Consensus
4. Existing Commitment
5. Reciprocity
6. Scarcity

1. Likability
We all know that we need to create rapport with our prospects. The big question is how?
In our “Magic of Super Sales Revealed” class we train participants how and when to do it at a conscious and unconscious level.

Research has shown that people like other people for a few main reasons:
a. they find similarities with the other person;
b. they get complimented the other person; &
c. when they work with the other person toward a common goal.

At the conscious level, when we are building rapport with a prospect, we have to consciously look for similar things – common topics, experiences or opinions that we share with the prospect. When we can also pay a genuine compliment on the dressing or attribute that we have just learnt about the prospect, that will make us more likeable to them.

2. Authority
People unconsciously respond positively to requests made by people in authority, for example, experts, people who have professional accreditation, and people who represent respected institutions.

In a research with physiotherapists, they found that patients who see professional certificates on the walls in the clinics of those therapists then to comply recommendations given by them, as compared to those who do not display their certificates.

It was also found that people are more prone to give away their spare change to strangers in uniform when asked to do so at parking places.

An interesting and easily applied technique in increase our influence is to get a third party introduction before attending to the customer.

3. Consensus
In the hotel experiment, research was done on how to influence guests to reuse their towels (this eventually translates to lesser work and costs savings). They found out that by simply displaying a card that states the benefits to the environment where the towels are hung, about 35% of the guests will do so.

An interesting fact is that 75% of guests who stay 4 nights or more will reuse their towels at some point during their stay with the hotel. By simply reiterating this fact as, “75% of our guest reuse their towels at some time during their stay, please do so as well”, compliance rates goes up by about 26%.

An even more interesting fact is that if they specifically mentions that “75% of people who stayed IN THIS ROOM have reused their towels”, towel reuse rate improves by 33%.

When people are making decisions, especially when they are unsure of what to do, they tend to look at what others in a similar situation have done.

4. Existing Commitment
In a driving safety campaign, researches were trying to get home owners to put up a sign that says, “Drive Safely” on their lawn with little success.

They found out that by simply asking the home owners to put up a postcard 10days before making the request to put up the sign, they get 400% more positive responses.

This research tells us that when small initial commitments are made by a person to do something, they tend to follow through with bigger commitments.

5. Reciprocity
This law states that people feel obliged to reciprocate what they have been given. We can commonly see this law happening in wedding gifts and children’s party invitations.

In an interesting study made in a restaurant, it was found that by simply giving the customer a mint when presenting the bill increases the tip amount by 3%.

The researchers got curious and wondered if doubling the number of mints would double the amount of tips and they were astonished to see the tips increase by 14%!

And by appropriately giving two mints in a specific manner and paying the customer a compliment, the increase in tips skyrocketed to 33%.

6. Scarcity
Many of us are familiar with this law. When a certain good is about to run out of supply, it suddenly becomes more desirable. For example, the work of a dead artist, that limited edition bag and that last television set on special discount.

By simply communicating a few simple facts, we will be able to make our products more appealing.

Do make yourself more influential today, or sign up for our Leadership or Sales influence classes to learn more.