We’re gonna be talking about the Society of Influence & Persuasion, how to use it as an entrepreneur or an organization and when I say theory; the reason why I say the theory is because there’s actually a rich, actually this isn’t a rich area of research there’s a lot of science behind it. And I want to share with you, just a little bit of that science. Now while I’m gonna be talking about these ideas of how to Influence Persuade and negotiate & the science behind it simultaneously; I’m going to be giving you tons of examples right whether it’s in the business world whether it’s in the rail, social world just try and make these ideas come alive.  

Think the big picture, we all appreciate the idea of needing how to Influence Persuade and negotiate with people right? So you know, many of you guys may be very senior in your organizations and yes it may be the case that you can go around just telling people to do something. But as you may well experience telling somebody to do something might result in them just kind of complying with, what it is that you want them to do. This is all fine and good but it doesn’t necessarily result in them being committed to what it is that you’re thinking about wanting them to do. 

The course of action that you’re pursuing and as a result of that; these ideas around to Influence & Persuade are really, really key because they move beyond getting somebody to just simply comply with what it is that you’re requesting to and actually being truly committed to the course, that you’re setting for them. Such that when you’re not in the room, when you’re away attending a course or at a meeting in a different organization, these individuals are still doing the things that you want them to do, and that in some sense is a big reason.

What are these principles?

I want to share with you just six basic principles around how it is that we interact with people right. So this work is really being influenced by a guy called Robert Cialdini, he’s a social psychologist and he came up with these ideas of these six principles and thinks of them as a sort of like interpersonal principles to Influence & Persuade and that’s kind of what I’m gonna be doing today sharing these ideas.

Reciprocity (favour for a Favour)

We try to repay in kind what another person has provided us. An overpowering rule that enforces uninvited debts. Reciprocity is this very powerful sense that when I do somebody a favor they feel a compunction to do a favor back for me in return. 


  • Free gifts in the mail? You develop a need to pay the gift sender in kind.
  • Reciprocal concessions in negotiations


  • Reject Gift(not easy)
  • Accept but beware; if a trick, redefine the relationship
  • Have a ready excuse or say “Let me think about your offer”
  • Organizational limits to what gifts employees can accept

(Pro-Tip: Leverage the Reciprocity Principle by installing a referral program on your online store.)

Commitment & Consistency

Once we make a choice, we will encounter personal and interpersonal pressures to behave consistently. Commitments are most effective when they are active, public, effortful, and viewed as uncoerced.


  • Petitions; bumper stickers
  • Foot in the door technique


  • Ignore Sunk costs?
  • Have a neutral party check your judgment 
  • Avoid public Commitmens unless you are certain

Social Proof

The greater the number of people who find any idea correct, the more we will perceive the idea to be correct. We use others’ actions to decide on proper behavior for ourselves when uncertainty reigns and when the clothes are similar to us.


  • Laugh tracks
  • Auctions (e.g. mergers & acquisitions)


  • Understand your motivations for doing something-| don’t just follow the crowd  


We prefer to say YES to the requests of people we know and like. We tend to like people who are physically attractive, similar to us, familiar, complimenting us, are associated with positive things.


  • Indicate Previous Successes (schools………..) overdo it!


  • Ask yourself: “Would you say yes if you were in the same place?

(Pro-Tip: Leverage the Liking Principle by installing a referral program on your online store. Your customers will share the referrals with people who like them – like their friends or family or networks.)


We tend to say Yes to those people who are in authority or seem like they’re in positions of authority. We tend to defer to (obey) authorities in a mindless fashion, Tendency to respond to mere symbols of authority.


  • Titles
  • Uniforms
  • Trappings


  • Question whether authority is actually legit
  • Be aware that your authority may limit Creative thinking


We tend to assign more value to opportunities when they are less available, Scarcity is particularly potent when things are newly scarce and when we compete with others for them, Limited numbers and time limits.


  • “Buy Now! Supplies are Limited!”(Item is in short supply and won’t be available once it runs out.)
  • ”Limited time offer!”
  • Auction Fever(competition, scarcity; and time pressure)
  • Open Houses


  • Beware of the Adrenaline rush – take a break.
  • Understanding your motivations 

Final thoughts

You can use all these techniques to make people do what you want them to do fully committed to the work as an entrepreneur, not just in an organization or any firm one can use them in their everyday life. Try using these principles along with your negotiation skills and boom, if you wanna learn about negotiation if you haven’t already, Check it out here.

Categories: Business


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