17 Jan Guide your customers wisely and increase the success of your business
Your customers, your children, your spouse, even you (we) all have limited attention.
Professor Robert Cialdini – eminent social psychologist – states in his book ‘Pre-suasion – The revolutionary way to influence and persuade’:
“…the human mind appears able to only hold one thing in conscious awareness at a time, the toll is a momentary loss of focused attention to everything else.”
He also states:
“…the guiding factor in a decision is often not the factor that counsels most wisely: it’s the factor that has most recently been brought to mind.”
Therefore, the moment when your customer is most receptive to your idea, price or offer is just before they make their decision.
Such elevated attention makes this privileged moment worth capturing.
Put these privileged moments to work for your business.
Cialdini’s earlier research points to 6 tools of influence. And in more recent research he points to using these 6 tools when pre-suading – in other words using them BEFORE the offer is presented and a decision is made.
These 6 tools are:
- Reciprocation
- Liking
- Social Proof
- Authority
- Scarcity
- Consistency