The word “persuasion” typically evokes visions of someone using underhanded methods to get what he or she wants. Truth is, it’s not that black and white.

According to Dr. Robert Cialdini, the most quoted authority on the study of human persuasion, people fall into one of three categories when it comes to persuasion:

· Bunglers: Don’t recognize persuasion opportunities and ‘bungle’ them away.

· Smugglers: Recognize and utilize persuasion in an underhanded manner.

· Sleuths: Recognize persuasion opportunities and openly and honestly use them to better themselves and the people they are working with.

But are there really ways to increase a person’s persuasiveness? Cialdini says there are. See, in nature there are standard sequences of behavior called fixed-action patterns, which are often set in motion by a single piece of information.

Cialdini organized his findings into six main principles of persuasion. If business managers understand them and recognize when situations naturally reveal themselves, they can be dramatically more successful and do so with integrity.

Six Principles of Persuasion

1. Reciprocity: People want to repay in kind. There is not one human society which doesn’t teach its people about the principle of reciprocity. If I do something nice for you, the rule of reciprocity states that you will want to return the favor.

2. Scarcity: People want more of what they can have less of. When the Eagles announced they’d do one more tour, tickets sold out almost instantly (and for record prices). Why? It’s the principle of scarcity.

3. Social Proof: We follow the lead of people with similar likeness. Hey, all the kids are doing it. Yes, this is a powerful driver of human behavior, and it has two dominant conditions, uncertainty and similarity. We look toward the actions of others when we are uncertain. And if we see someone similar to us participating in a particular activity, we have a tendency to follow their lead.

4. Authority: Show what you know because people defer to experts. If you’re old enough, you probably remember Robert Young. He played Marcus Welby MD from the popular 1970’s television program. Young’s image as a medical doctor was so strong that he was used for what may be the longest running series of television spots, which promoted the healthful benefits of Sanka brand coffee. Even though he wasn’t a medical doctor and said so in the spots, most believed Welby’s authority connected with consumers. When you allow your legitimate expertise to shine through, people will defer to your suggestions.

5. Consistency: We want to perform consistently with our public statements. What do you call a person who says one thing and does another? Hypocrite. Liar. Flip-Flopper. Politician. Teenager. Regardless of the term you choose, being described as such isn’t a glowing character description. Most people strive to be consistent with their publicly stated beliefs, ideas and commitments.

6. Liking: We like those who like us and are like us. We will often spend more time and feel better about someone who we like. This is the psychology behind celebrity endorsements and Tupperware parties.

Many studies have been done that show people will actually stand physically closer to those who share political affiliations, same hometown, or even if they are both smokers. Want to influence more people? Find true and legitimate similarities with others.

Now that you have the background on the six principles of persuasion, we’ll explore how to put them to work in part two of our series on “Learning the Art of Ethical Persuasion.” So, keep an eye out for the next issue of Powersports F&I.

Mark Rodgers is an author, speaker and consultant who has published more than 100 articles and delivered more than 1,500 workshops. He’s also served as a consultant with Harley-Davidson Financial Services since 1998. He can be reached at mark.rodgers@bobit.com.