Use these 6 "Weapons of Influence" to easily get more offline clients and close deals effortlessly.

by John Williamson 16 replies
I need to explain that these are from the book Influence by Robert Cialdini (go grab it on Amazon herehere ), and he coined the phrase "weapons of influence." This post is my interpretation of how they can be applied to offline internet marketing services to get and retain more clients. The principles discussed can be applied to any product or service in virtually any niche.

Influence is probably the best business/sales/marketing book I've ever read, and Cialdini is a psychologist. These 6 "weapons" will set a strong psychological foundation for your marketing efforts and will make the potential client comfortable with signing up with you by eliminating their uncertainty and persuading their subconscious to act in a certain way (the way you want them to act). You want to break down their wall by allaying their fears and objections to where they feel completely comfortable with paying for your services.


They are:

1. Reciprocation - As I discussed here, I am huge on reciprocation. I believe it builds a friendly trust that is absolutely necessary in any business relationship or transaction. This could be in the form of buying your potential client's product or service, offering them something free of charge (SEO, website, copywriting), sending them a new customer, doing them a simple favor, offering them free advice, etc. The human psyche dictates that they will feel the need to 'return the favor' which works to your advantage. Reciprocation also takes you from being a stranger selling something to a friend.

2. Commitment and Consistency - Stay committed to meeting the client's goals and getting them more customers, and be consistent by keeping promises, honoring agreements, backing up claims and statements, etc. If you say you're going to follow up with them, do it. A year later, you want them thinking you are still helping them as much as you were when they started paying you. I suppose this is rather obvious but I've seen that people tend to get lazy and throw consistency out the window when they take things for granted once they've acquired the client. If you don't keep your word, why should anyone trust you? Without trust, they won't feel comfortable buying from you. Reinforce the prospect's consistency by doing and saying things that align with their expectations in their mind, making them feel comfortable with their agreement or purchase. Assure them that the decision they're making is indeed a good one to allay fears and second guessing.

3. Social Proof - As I've also said before, referrals are probably the most powerful marketing tool out there. A direct referral from a friend provides significant social proof from a 3rd party that you can do what you claim. Testimonials are similar in that they are evidence that you can indeed provide a valuable service that benefits the potential client who may be skeptical about what you're selling. If you can show a portfolio of websites you've built or ranked, or sales copy you've written, do it. All these things allay the potential client's fears, apprehensions, and delusions. Without some form of evidence or proof, the potential client will subconsciously feel like they are taking a risk. We want to mitigate that perceived risk.

4. Liking - Often overlooked, the likeability factor is important in any relationship or transaction. The potential client doesn't have to agree with your values or subscribe to your moral code, but they have to "like" you at least on a very basic level. No one wants to do business with a snobby mean person, so put a smile on and just be friendly. This also fits in with reciprocation in that doing them a favor will subconsciously cause them to like you and see you more as a friend rather than a salesman. If you spilled coffee on your shirt that morning, don't let it get you in a bad mood right before meeting with a client. Clear your head of any angry thoughts and be a generally nice person. This seems like common sense I know, but really think about it the next time you walk into a meeting.

5. Authority - I consider authority to be "expert status." Note that this does not mean you have to actually be an expert, you just have to appear to be. Those are 2 completely different things. As I've said before, people will perceive you to be an expert simply because you know a little more than they do on a particular subject. Chances are you will know much more about internet marketing services than the potential client, so you're already good there. Establish yourself as a seeming authority in your market and you will become the go-to guy for the sorts of things you offer. Be the expert, but don't get so technical that you talk down to them. You don't want the client to feel inferior. Remember, be their friend, just make it evident that you know what you're talking about and that they need your assistance. I believe authority comes with experience, so this one will automatically be taken care of over time in most cases.

6. Scarcity - Scarcity generates demand. It doesn't even have to be real. Perceived scarcity works the same way - the human mind cannot tell the difference between reality and imagination. Making your product or service exclusive in some way makes the potential client want to grab onto it sooner rather than later. Exclusivity also allows you to charge more. A perfect example here is doing SEO for lawyers. Every lawyer I've dealt with has their specific targeted area of law (DUI, personal injury, criminal defense, etc.) and obviously doesn't want you to offer the same services to their direct competition. I tell them that's fine but it's going to cost them much more for a non-compete agreement. They usually understand that anyway, and are happy to pay for it.


If you consciously use any of these in your business, please post an example.


To your success,
John T. Williamson
#offline marketing #application #easily #offline #sell #weapons of influence
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  • Profile picture of the author Sander Zaydman
    Somebody has been reading Influence by Robert Chialdini... Amazing book...
    Feel Free to friend me on Facebook and ill show you all these principles in my Private Facebook Group...
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    Now sure how much to charge for your local marketing services?
    Add me on Facebook and I'll give you access to my Local Marketing Consultant Group....

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  • Profile picture of the author CIA AGENT
    Knowing human psychology can really help in sales and persuading people. Great book by the way.
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    • Profile picture of the author John Williamson
      Originally Posted by Sander Zaydman View Post

      Somebody has been reading Influence by Robert Chialdini... Amazing book...
      Feel Free to friend me on Facebook and ill show you all these principles in my Private Facebook Group...
      Sure have.

      Originally Posted by CIA AGENT View Post

      Knowing human psychology can really help in sales and persuading people. Great book by the way.
      Indeed it can.
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      • Profile picture of the author focusedlife
        So weird... have the book from the library today, lol. Probably one to buy, though, Huh?
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        • Profile picture of the author John Williamson
          Originally Posted by focusedlife View Post

          So weird... have the book from the library today, lol. Probably one to buy, though, Huh?
          Definitely a great reference book to skim through and go back to every once in a while.
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        • Profile picture of the author Lance K
          Originally Posted by focusedlife View Post

          So weird... have the book from the library today, lol. Probably one to buy, though, Huh?
          Definitely a 'BUY' book for your personal library.

          Get "Triggers" by Joseph Sugarman as well.
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          "You can have everything in life you want if you will just help enough other people get what they want."
          ~ Zig Ziglar
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  • Profile picture of the author imranali84
    2. Commitment and Consistency

    I think when he mentioned consistency, it is to make the CLIENT feel the need to be consistent with THEIR initial actions, not for the SELLER to be consistent



    I may be wrong, but read that chapter again
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    • Profile picture of the author ronr
      I heard about that book but for years but didn't read it until a few years ago.

      I wish I would have read it years sooner!

      This is an over used phrase but...It's a must read!

      Not only informative but really interesting reading also.

      Ron
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      • Profile picture of the author John Williamson
        Originally Posted by imranali84 View Post

        2. Commitment and Consistency

        I think when he mentioned consistency, it is to make the CLIENT feel the need to be consistent with THEIR initial actions, not for the SELLER to be consistent

        I may be wrong, but read that chapter again
        I'll check on that, but I'm not really sure how the client would be consistent or what action we're expecting them to take.

        Originally Posted by ronr View Post

        I heard about that book but for years but didn't read it until a few years ago.

        I wish I would have read it years sooner!

        This is an over used phrase but...It's a must read!

        Not only informative but really interesting reading also.

        Ron
        Couldn't agree more.
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        The Google Adwords Keyword Tool is hiding your valuable keywords!
        OFFLINERS, Start using this simple technique and these 6 "weapons" today to get more clients and skyrocket your conversions! - FREE, no opt-in.
        Make some money by helping me market this idea.
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        • Profile picture of the author Lance K
          Originally Posted by John Williamson View Post

          Originally Posted by imranali84 View Post

          2. Commitment and Consistency

          I think when he mentioned consistency, it is to make the CLIENT feel the need to be consistent with THEIR initial actions, not for the SELLER to be consistent

          I may be wrong, but read that chapter again
          I'll check on that, but I'm not really sure how the client would be consistent or what action we're expecting them to take.

          Yes, he's talking about the customer when speaking of commitment and consistency.

          An excerpt from the book...

          Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment. Those pressures will cause us to respond in ways that justify our earlier decision.
          I haven't met many people who like to admit that they were wrong. Especially right after they have made a decision.

          Of course, it never hurts to give them a positive reinforcement message shortly after they make that decision (to stave off the occasional case of buyer's remorse and further solidify their commitment to their decision).
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          "You can have everything in life you want if you will just help enough other people get what they want."
          ~ Zig Ziglar
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          • Profile picture of the author John Williamson
            Originally Posted by Lance K View Post

            Yes, he's talking about the customer when speaking of commitment and consistency.

            An excerpt from the book...

            I haven't met many people who like to admit that they were wrong. Especially right after they have made a decision.

            Of course, it never hurts to give them a positive reinforcement message shortly after they make that decision (to stave off the occasional case of buyer's remorse and further solidify their commitment to their decision).
            Interesting. Makes sense, thanks. Sounds like I need to go back and look at it.
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        • Profile picture of the author sandalwood
          Originally Posted by John Williamson View Post

          I'll check on that, but I'm not really sure how the client would be consistent or what action we're expecting them to take.
          Wait till you run into your first pain in the ass customer then you'll see it first hand.

          Tom
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  • Profile picture of the author eniggma
    I'm just now seeing this thread but just wanted to say this is great stuff. I just ordered the book yesterday and I can't wait to sit down and read it good and slow and really just take it all in and take notes.
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    "Successful people do the things unsuccessful people won't do" - (Somebody successful) :)

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    • Profile picture of the author ronr
      I also like from his book the principle of contrast.

      The contrast principle can be used a lot of different ways but the easiest to see is when you are dealing with price.

      If used correctly it is used to make the cost of your offer look smaller. You do that by presenting your highest price product first, then if they don't take it, offer a lower priced product because it will seem much more affordable and more like a bargain.

      There are more elegant ways of explaining this but this is the basic idea.

      Ron
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  • Profile picture of the author jasonl70
    2. Commitment and Consistency
    the others were right - it's about your customer needing to be consistent with previous actions. Read the part about putting signs in people's yards, conserving electricity, etc..

    sales people do this all the time.. my family used to own car dealerships, and the sales person would have the prospect write down what price or payment they would be willing to pay.. upon getting that price, the commitment/consistency principle kicks in and the person often follows through and purchases. Even the simple "what would it take to get you to leave with this today?" is using this principle.
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    -Jason

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    • Profile picture of the author John Williamson
      Originally Posted by eniggma View Post

      I'm just now seeing this thread but just wanted to say this is great stuff. I just ordered the book yesterday and I can't wait to sit down and read it good and slow and really just take it all in and take notes.
      Thanks! Yea my copy is full of dog-eared pages to refer back to.

      Originally Posted by ronr View Post

      I also like from his book the principle of contrast.

      The contrast principle can be used a lot of different ways but the easiest to see is when you are dealing with price.

      If used correctly it is used to make the cost of your offer look smaller. You do that by presenting your highest price product first, then if they don't take it, offer a lower priced product because it will seem much more affordable and more like a bargain.

      There are more elegant ways of explaining this but this is the basic idea.

      Ron
      Right on! I do this quite a bit without really even thinking about it.

      Originally Posted by jasonl70 View Post

      the others were right - it's about your customer needing to be consistent with previous actions. Read the part about putting signs in people's yards, conserving electricity, etc..

      sales people do this all the time.. my family used to own car dealerships, and the sales person would have the prospect write down what price or payment they would be willing to pay.. upon getting that price, the commitment/consistency principle kicks in and the person often follows through and purchases. Even the simple "what would it take to get you to leave with this today?" is using this principle.
      Thanks, great points.
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      The Google Adwords Keyword Tool is hiding your valuable keywords!
      OFFLINERS, Start using this simple technique and these 6 "weapons" today to get more clients and skyrocket your conversions! - FREE, no opt-in.
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