This month, our Influencers from Around the World guest post comes from Anthony McLean, a long-time contributor to Influence PEOPLE. Anthony is Australia’s one and only Cialdini Method Certified Trainer (CMCT®). He started the Social Consulting Group where he teaches people and organizations the principles of influence. Reach out to Anthony on LinkedIn and Twitter to learn more from him.Brian Ahearn, CMCT® Chief Influence Officer influencePEOPLE Helping You Learn to Hear “Yes”.Consensus + Scarcity = FAILRecently I have noticed a very interesting phenomenon. Consensus is failing to have the impact it is intended to have. In our time, the cues to guide our behaviour are more prevalent and appreciated than ever before. For example, when I land on an online shopping page, the reviews, ratings, and testimonials provide me with vitally important information such as others like me have been here before; this vendor can be trusted; the products are as they are described; and so on. In the traditional sense it is these cues that help me overcome my uncertainty and help me make a decision. Therefore when I am not sure of what I should do, I look to the actions of others; especially in unknown and untested situations. And not just any others, I look to those most like me to guide my behaviour. Rest assured my friends, Consensus is truly a principle that, when used well, saves time, promotes sales, and builds communities. It’s a cracker (Australian for really good, awesome, etc.)!What then, I hear you say, does the title of this post mean? Let me tell you, but first let me pose a mystery. Why would a leading publically listed company make a wrongheaded decision and turn away from the actions of others?In the delivery of the Principles of Persuasion Workshops, my keynotes and in my consulting and coaching, I continually stress to my audience that not all testimonials are same. We know that by distilling the testimonial data, drilling into the case studies, and sharing what people most like you are doing now or have done in the past, will have a great impact on your “persuadee’s” behaviour.However, recently I have been working in a space in which the products on offer between companies are very similar. Many industries have been through a phase in which they have competed on price. However to cut prices they must cut margin and then services and ultimately their perceived value. Those industries then got to a point where price was no longer a determining factor. While they could have continued to compete on price, at some point there needed to be platform based on value, relationships, and/or loyalty. The change had to come because buying customers through discounts was bringing about the wrong type of relationship, where every dollar was held tightly. Dishonesty between provider and customer was rife because of the perception that every dollar mattered and after all it was just a transactional relationship; those who got or saved the most money won!It is at this point a nuance of Consensus kicks in; the suppliers are all in the same industry, they offer similar products, they compete for the same customers, staff and leaders, but they do not see themselves as the same as each other. How do I know? If you present to an organization evidence of what others in the industry are doing, rather than move toward your ideas, they immediately repel, back away and dismiss what others in their industry are doing. Showing them what many others in their industry are doing, creates a drive in initiative to be different and cut a new path, one less travelled, in an effort to attract disgruntled and disenfranchised customers looking to leave their current provider in search of something better. The competition is so great in this industry that the drive to be unique, to be something truly valuable, outweighs the power of Consensus.Now I am not saying Consensus will not work in this industry – quite the contrary. However, , Consensus can fail to influence behaviour because of Scarcity – if the competition is doing it we must do something different and be seen as unique. We must have a clear USP (Unique Selling Proposition) and can’t be the same because then the consumer will not be able to tell us apart. In this instance Scarcity was trumping Consensus.So what are you to do? Firstly don’t get caught up in labels and demographics. Just because Company A and Company B are in the same industry they may not see themselves as the same. Therefore ask the decision makers you are seeking to influence about their values, their vision and whom they think across the business world is most like them. Then start to research, dig into those companies that your persuadee sees themselves like and show them what those companies are doing in similar situations. Therefore why did a publically listed company turn away from the crowd and make a decision that seemed at odds with their industry? Because they did not see themselves as the same as others in their industry. They were different. They were unique. They were competitors. Therefore they would do things differently, cut new directions and be innovative – they wanted to be Apple. So we showed them what Apple did and low and behold they sat up and took notice. By the way they were not in the same league as Apple but it didn’t matter – in their eyes – they were, so that’s what we showed them to change their thinking. Anthony McLean, CMCT®
Testimonials: The Right Way and the Wrong Way
Nothing supercharges lead generation and sales quite like social proof. One study published in the Wall Street Journal noted that social proof was more influential in changing behavior than the prospect of saving money. Content Marketing Leaders Spill on Using Testimonials Effectively Tim Paige of LeadPages.net produces a fascinating podcast about digital marketing effectiveness called […]
48 Laws of Power Pt. 1
The 48 Laws of Power is a book written by Robert Greene, an author known for his works on power, seduction and war.
In the following articles, these 48 laws will be discussed and analyzed, so grab along; and we’ll get going!
Law 1
Never outshine the master.
Always make those above you feel comfortably superior.
When doing psychology at a lower level, a key thing we’re taught is to always impress superiors to make them remember you. However, this is not always what you want to do. Showing off talents must not go too far, making those above you uncomfortable and threatened. Impressing those in charge can, to some extent, make them fond of you (thinging of you as a valuable resourse); but can quickly reach a point where they feel insecure because of your brilliance. Make your superiors remember you, but keep them happy. We only see the stars when the sun isn’t there; and clever stars don’t try to outshine the sun. Ever.
Law 2
Never put too much trust in friends,
Learn how to use your enemies.
Friends will betray you quickly, for they are easily aroused by envy. You have more to fear from friends than enemies. If you have no enemies, find a way to make them.
Ah, friends. The people we can trust no matter what, who are always there. Those who never go behind our backs, who never point at us in times of doubt, and who are loyal to the grave. Right?
Well, whereas friends in the general life are little problem; remember that you can never be certain they won’t turn on you. You have less to fear from enemies for one simple reason. When friends turn against you, they do it with all they know about you, which is a lot. An enemy who wants to attack your weak points will have to take time to find your weak spots; those that your friends already know. You also need to learn to use your enemies to your advantage, and use aggression as a tool, rather than an irritability. If enemies are nowhere to be found, however; find some. They’ll prove more useful than you could ever have imagined.
“Lord, protect me from my friends. My enemies I can take care of”
– Voltaire
Law 3
Conceal your intentions.
Keep people off-balance and in the dark by never revealing the purpose of your actions.
Obvious? To some, yes; but not to all. Concealing your true intentions is key to not being betrayed, or have plans collapsed. This law much relates to Law 11 (Learn to keep people dependent on you), as it has to do with not being left or betrayed. If no one knows your intentions, no one can replace you, as they might lose something worth preserving. A plan, scheme or simple thought are things that keep people happy with you, because they have to be. Not showing you the respect you deserve, they risk losing you, and along it your grand scheme. Of course, parts of a plan must sometimes be revealed to keep crowds interested, but remember Law 4.
Law 4
Always say less than necessary
When you are trying to impress people with words, the more you say, the more common you appear, and the less in control. Powerful people impress and intimidate by saying less.
The principal at a university I visited for an exchange program was the most memorable person I have ever met. It wasn’t, though, the way he spoke that impressed me. It was the way he didn’t. His words seemed limited, as if he was cautious not to waste his precious vocal cords on anyone.
This is what Law 4 is all about. Saying less, thus seeming less common and more interesting, is usually a simple, but proven effective, way to keep yourself at the higher of positions. You may noticed how your boss always seems to say much less than anyone else during conferences and meetings. That a coincidence? No, your boss has merely learned how to keep his employees at the edge of intimidation. Always say less than necessary, and always say less than your opponent.
Law 5
So much depends on you reputation – Guard it with your life
Reputation is the cornerstone of power. Through reputation alone you can intimidate and win. once it slips, however, you are vulnerable, and will be attacked from all sides.
Vital to all social interaction is if people have heard of you, and what they have heard. Good reputation is the most important thing you will ever have to defend. Pride, social status and and salary are all things that depend on your reputation; and it is up to no one else than you to make sure you’re worth the trouble of contacting. When it comes to keeping a good reputation; it’s little trouble to do. Simply doing what you do and doing it well is usually enough to keep your reputation at a steady raise (with, of course, help of these 48 laws). Saving your reputation, however, will often prove to be a difficult and time-consuming task. Just like a car demands more power to start roll than to keep doing it; you will find that it’s the first weeks of rebuilding reputation that demand the most effort. Well, go with it. It will be worth the few weeks of struggle you’ll remember when you’re successful. Keep people dependent on you (Law 11), but keep yourself dependent on your reputation; and guard it with all you’ve got.
Law 6
Court attention at all cost
Everything is judged by appearance; what is unseen counts for nothing. Never let yourself get lost in crowd, then, or buried in the oblivion. Stand out.
In contrary to Law 4, you need to speak to keep people below you. Do that, however, in proper amounts, and never exceed any limits. There are two things people notice; individuals and crowds, however not individuals in crowds. For this reason, you must stand out of the crowd to impress people and make them remember you; which is the key to power. Whether adopting the peacock syndrome (wearing unmatching socks to attract attention), or simply speaking in a way that few people do; you must make sure your opponent will not forget you in the first turn.
There, those are the first six rules to adopt if power is what you seek. Always feel free to ask if anything is unclear.
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