Persuasion and Presentation

Human relationships and presentations matter a great deal in business life. I wanted to share a few key principles we can put to use — six core rules. Let’s look at them together.

Reciprocity: this rule says we feel obliged to repay, in kind, what another person has given us. A small favor or gift before asking for something can go a long way. Small gifts before a presentation tend to work in your favor.

Commitment and Consistency: once we make a choice or take a stand, we face personal and interpersonal pressure to act consistently with that commitment. Having someone personally confirm a meeting the day before greatly reduces cancellations and reschedules.

Social Proof: we largely decide what’s correct by looking at what others believe is correct. This is why references matter so much in business — sharing positive feedback from past clients strongly boosts how preferable you appear.

Liking: we more easily say yes to people we know and like. This principle breaks down into five areas — physical attractiveness, similarity, compliments, contact/cooperation, and association — the quality of visuals and shared common ground both help persuasion.

Authority: people have a strong tendency to defer to authority without question. Featuring executive input in company presentations builds a sense of authority that supports persuasion.

Scarcity: people are motivated more by the fear of losing something than by the prospect of gaining it. Telling clients what they stand to lose by not working with you tends to help in the persuasion process.

We rely on these six principles — reciprocity, consistency, social proof, liking, authority, and scarcity — constantly when deciding whether to comply. Being aware of them matters a great deal when making decisions.

Source: Robert B. Cialdini, Influence: The Psychology of Persuasion.