Pull out a small, blank notepad, index card, or scrap of paper. Here’s a cheat sheet on Cialdini’s 6 principles, along with some ideas for how you can use them to get your prospects to say “yes… Studies have … We readily comply with requests from those who are similar to us and for whom we have good feelings. Fortunately, social psychology has a lot to tell us about human behavior, including how and why we make decisions, and through years of research, psychologists have been able to pinpoint tactics and methods that can be used to coax individuals toward saying “yes.” These tactics can, of course, be used to help apprehensive clients make that leap into healthy living and purchase personal training services to help them reach their goals. Imagine if you could sell 135% more online personal training. Commitment and Consistency — We are driven to remain consistent in our attitudes, words, and actions. And Robert Cialdini is a master of the psychology of persuasion. In fact, there are 6 proven psychological triggers that generate action, as described by Dr. Robert Cialdini in his book, Influence: The Psychology of Persuasion. I always thought that was pretty cool. Thanks for showing how this applies to copywriting. These are the people whose success depends on their ability to get others to say ‘yes’. I asked why, and he told me he wasn’t sure, but figured that the bird thought the feathers were another robin. For the exact reason you stated above. Application: Provide signs and symbols of expertise. Nearby, a male red breasted robin stood guard. http://www.ndk-group.com, thanks for sharing great ways…..must be implemented. Great stuff there, things we ALL need to keep in mind. The great thing about most sales skills is that they apply to life as much as they do sales. When it comes to authority, people will always say yes to you when you possess signs and symbols of authority and expertise. Here are six common compliance triggers identified by psychologists along with my suggestions for applying them to copywriting: Reciprocation — There is an overwhelming urge to repay debts, to do something in return when something is done for us. Who are such people? Compliance is a gentle ask or request, and it can come in many different forms. Bookmarked for sure! Sales people sometimes call this the “foot-in-the-door” technique. Wanderer. The best way to do this is to listen, ask questions and get your ‘prospect’ to do all the talking. Once they’ve agreed to the introductory plan, armed with your new social psychology knowledge, you can approach them again with a larger program. May I use the Xerox machine?” About 60% said “yes.”, Under similar circumstances, she did the same thing, but instead asked, “Excuse me, I have five pages. Ok, most of the points I’ve read before but what is so good about this post is that it all comes together and each of the “six ways” comes witha good example that makes the application easy … Hm… now I rememebr – isn’t it how you write good pillar articles anyway?;-). Great article! One of the better posts I’ve read. We only suggest products we’ve reviewed, and in many instances also use, in order to help you make the best choices. Sales Persuasion Made Simple: 3 Things That Make People Say Yes Persuading people to say yes is a useful skill in business. One of the longest-standing, and still one of the most commonly used methods today, is what’s known as the “foot-in-the-door” (FITD) technique. I think we will be very inhuman, if we give to people only to make them feel in debt. well said. Chronicle Living. Matt, excellent question. – Hannah Dick @Sonia Simone, Thanks that’s a reasonable explanation. Nothing much else to say. It’s instinctive, an automatic response. Since then, I’ve seen experiments demonstrating that a male robin will attack a simple bunch of red breast feathers but ignore a detailed replica of an actual male robin that does not have red breast feathers. It’s amazing how simple things get poeple take action they wouldn’t nessessarly take. Once they say yes (they'll almost always say yes, because they don't want to seem uninformed or careless), you'd respond, "It's a very valid concern. http://www.davelife.net/2008/influence/. He had a familiar, mischievous look in his eye, so I knew it would be fun. What can you give? People feel obligated to say yes to people who have already given them something or helped them in some ways. Using emotional triggers to influence a customer/prospects thought processes is “The” most powerful way to make sales. For example, charities double their … When people see that what you offer is okay with other people, they are more likely to give it a try themselves. Picture this: a technique to seduce people which makes them do the things that you want them to do. Influence: The Psychology of Persuasion is a great book. Will post this piece via Twitter. Maybe you've had people be upset with you when you've said no. Use his name. It would not hurt to read this one once a week. No matter how hard it may be to get an approval, you will be prepared for everything after this video. While in group B, only the large request was made. Reveal yourself. In group A, participants were first asked for a small request, then later for a larger request. Yes to feelings, sen­sations, thoughts, images, memories, desires. Try it out for yourself and see if you can use the Foot-in-the-Door technique to help clients get over their initial hesitation and start their fitness journey. This site contains affiliate links to products. He was a master–though not consciously–of the reciprocity, commitment and consistency, liking and authority triggers. At the time the phrase was coined, having a “foot-in-the-door” referred, quite literally, to a salesperson using their foot to prevent a potential client from slamming the door in their face. The real goal of things like reciprocity, social proof, authority and liking is to *build* trust. Begin by asking your prospect to agree to a simple request, such as making a small transaction or completing a simple questionnaire. “Getting a foot in the door” is the hardest part. Yes this is certainly fascinating and I’m grateful for the lesson. I will check out your series on the subject. The urge to “repay” can then lead people to make a purchase. To help them move toward long-term fitness plans, you could start them off with a smaller introductory plan: a no-cost consultation, a free trial, or even a short-term program offered at a discounted rate. What happened to increase the “yes” response so dramatically? Marketing at Trainerize. This is good stuff, encouraging and I can definitely relate to it. The best sales people (whether in person or in print) can give you the feeling that they’re not selling you a darned thing, they’re just engaging you in a conversation about what you need and whether they have any tools that might help you get it. At the time the phrase was coined, having a “foot-in-the-door” referred, quite literally, to a salesperson using their foot to prevent a potential client from slamming the door in their face. It turns out, they were on to something. It also points to another way of getting people to say yes- making yourself unique. Type in your keyword and press enter to search Copyblogger.com: Getting people to say “yes” is the goal for any sales message. 4. Free Trials, Consultations, and Introductory Offers, Get More Free Resources To Grow Your Online Business, Trainerize Features I Love: Payments & Scheduled Messages, TRAINERIZE UPDATE | Connect 1-1 with Clients Virtually with MINDBODY Appointments Now Syncing to Trainerize, Trainerize Features I Love: Messaging, Video, and the Custom Branded App, Learn how to take your fitness business online with Trainerize, How to Make the Most of Your 30-Day Trial of Trainerize, 5 Reasons to Recommend Trainerize to a Fellow Fit-Pro, Step One to Offering Online Personal Training Programs. Say yes to what arises in the mind. 4:59. 7 ways to make people say yes: Influence, the psychology of persuasion - Kindle edition by Bell, C.J.. Download it once and read it on your Kindle device, PC, phones or tablets. Most of it is incredibly common sense (ie, survival instinct) and some of it is wildly irrational (ie, impulse buying). Common examples include tapping someone's back or touching their arm, which can make them feel more warmly toward you. Thanks for creating another piece for my swipe file . I wonder if the use of ‘because’ in a twitter question/request would produce more results. Another thing I’d bring up, is if you use for example the scarcity method, it’s worth wording it in as original a way as possible. Very good points! Thank you for sharing this, Dean. In his best selling book Influence: The Psychology of Persuasion (Collins Business Essentials), persuasion-professor Robert Cialdini presents 6 scientific based seduction techniques from social psychology. They are gateways to trust in a low-trust world. Selling is influencing, and influencing is the hierarchical method of the human race. Great post, Dean. This is even more true for clients that are new to personal training or skeptical about their abilities. Then looking at stuff became their idea and not hers, and I really think they began looking at these things. I love reading your blog, and as a creative in digital marketing, think I have a lot to learn from you. Hint: promo pricing and introductory offers could be the key to adding new clients to your roster. Way back in 1966, researchers at Stanford University conducted a study called “Compliance without Pressure: The Foot-in-The-Door Technique” where they made different sized requests and tracked the number of “yes” or positive responses from participants. Oh my! So we would ask question after question (that corresponds to the topic of course) and then on the 8th question, ask them the defining question we want a “yes” answer for. It does not actually give a reason. Influence: The Psychology of Persuasion by Dr. Robert Cialdini is a brilliant book on the “Psychology of yes”. I’ve read several times that ‘because’ is one of the most powerful words in the dictionary. When you ask someone to sign up for a training plan or subscribe to a nutrition program, what you’re really asking for is “compliance.” Social psychologists define this as “a change in behavior…requested by another person or group,” but where it’s still “possible [for an individual] to refuse or decline.”. Having been in recruting for the military, we learned that every 8th question you ask someone will result in a yes answer. It’s what psychologists call “compliance.” However, my first exposure to the idea of compliance was not in a psychology book, but beneath a tree decades ago when my grandfather, in a moment of playfulness, showed me something startling with a stick and a few red feathers. @Tom Volkar, you may hate long sales letters, but my guess is you hate the way the less-effective ones are put together, and the obvious tactics some of them use. This was a great article, Dean. It doesn’t work for everyone, but 7 out of 10 saw positive results. Don’t you overlook that photo that is attached to the story… POWERFUL! It reminds me of some of the teachings from How To Win Friends And Influence People. If you take these findings and apply it to your online personal training sales, it should be obvious that for many clients, committing to a long-term fitness plan is a big ask. Although often times it seems as if people are unlikely to agree with you if you ask them right out. Another two key principles behind saying yes are authority and scarcity. I’ve had that book for a month now but haven’t touched it. I am weak on giving a reason as a “call to action.” I am going to try that one out. If you think about it, selling personal training really boils down to a client’s decision to do something good for themselves. That red cup would intrigue them and would make them concentrate more on the cup rather than them avoiding the milk. For myself it … Great post. I have been looking to buy a product called Order Button Triggers that essentially covers the same pyschological principles that is covered in the post. But you see what Im saying, we all sell ourselves and our ideas in everyday life. If you go in with all guns blazing (so to speak) most people immediately put up their defences. Yes even to things that need to be restrained—such as an angry impulse to hit something, undeserved self-criticism, or an addiction. It’s what makes refusing to buy Tupperware from a friend or relative next to impossible. After reading you article I have several new ideas I will be testing. They seem to say that the end does justify the means. Say yes to all the parts of the people in your life. For more detail on these triggers, feel free to read my original series of articles on influence and persuasion. Do you know, for example, that people won't trust you if you hide your eyes from them? You greatly increase your chances of getting someone to say yes if you perfect your delivery. Provide case histories of some of your best customers. I have always known the value of the ethical bribe, but I never new the science behind it. It really is about building relationships – trust, likability, understanding our readers – and offering real value to them. I did a writeup of it on my website not to long ago. Anything: a free book, planning kit, sample, subscription, catalog, special report, or virtually anything else that’s related to your product or service, as long as it’s free. While this can make it challenging for trainers to sell online personal training, it doesn’t make it impossible. You can also put constraints on supply, such as limiting memberships to the first 500 or creating a limited edition with X number being produced. Nick Drake-Knight has a great 5-step approach to that journey: Rapport – Understand – Demonstrate – Recommend – Close I definitely have to put these ideas to use. I was one for many years and a more consultative approach was what worked well and I didn’t feel tricky. Authority — In this age of specialization, we are more prone to respond to authority than ever before. Brian has mentioned this book so many times allready on copyblogger, so I bought it and read it: great stuff, and absolutely must read for everyone (wanting to be as much effective) in copywriting business. This really is timely for me because I just started a job working for the student newspaper selling ad space. In a French study , young men … By the way… anyone reading this: Feel free to click on over to my blog and subscribe — because it would really make me feel good. However, this does not impact our reviews and comparisons. List testimonials of satisfied customers or clients. You have to build a whole conversation that will lead to and address the issue, just not asking straight away. Application: Ask for a little “yes” first, then build on that. And for clients new to the personal training, taking that initial leap and trusting a trainer to support their journey to healthy living, well, it can be a big decision. I often open up my psychology textbooks and read about the way people behave. This deep-seated urge is so strong, noted paleontologist Richard Leaky has said that it is the very essence of what it means to be human. While in group B, only the large request was made. A fixed action pattern is a precise and predictable sequence of behavior. When people make a second request that’s smaller than the first, we consider their concession (asking for less) as doing something for us. A Step Ahead.:. Shane. The applications you suggest are both practical and easy to implement. One day, he handed me a long stick with a clump of red feathers taped to the end and said he wanted to show me something. However, in this experiment, “because I have to make some copies” does not provide any new information. That’s huge! Not only can you use these ideas for sales but to get people to say yes to subscribing to your blog, commenting on your blog and other things depending on what YOU want. Your customers are all at different points in the buyer’s journey. I like your comparison to in person sales. Anything from accepting a friend’s request to help them move to signing a 2-year contract on a cable package counts as a request for compliance, and though the requests themselves can differ greatly, they always have one in common: there are things you can do to help ensure a positive response. Results showed that individuals from group A who had first agreed to the small request were 135% more likely to agree to the larger request than members of group B. When to Issue Refunds to Personal Training Clients, When to Stand Your Ground, and How to Prepare for these Difficult Transactions • Fitness Business Blog. Now, we’re not suggesting you canvas the neighbourhood looking for new clients, and we’re definitely not recommending you physically block individuals that aren’t interested in purchasing your training plans (seriously, don’t do that), but there is a lesson to be learned here that can help you sell more training. Show your feelings. You say: “Spell MOP.” Person: “M-O-P” You: “Spell HOP.” Person: “H-O-P” You: “Spell TOP.” Person: “T-O-P!” You: “What do you do at a green light?” Person: “Stop!” You: Smile and wait for the facepalm. Brilliant post Dean! Present your sales message in such a way that you are not just selling something but working with others as an ally with common problems, concerns, and goals. Psychology is what copywriting is all about, but what I’ve discussed here barely scratches the surface. Excellent article Dean, these automatic triggers make day to day life much easier to navigate. This sequence is set in motion by a specific “trigger.”. However, my first exposure to the idea of compliance was not in a psychology book, but beneath a tree decades ago when my grandfather, in a moment of playfulness, showed me something startling with a stick and a few red feathers. Thanks for the informative post, I want to get my girlfriend say yes when I say marry me, lol. This is one element of selling that most people know instinctively, but often fail to put into action. Application: Create time limits and limited availability. May I use the Xerox machine because I have to make some copies?” In this case, an overwhelming 93% said “yes.”. (I not that evil to feed my kids sprouts, come on!). Good stuff. A “reply by” date is one of the most powerful ways to create scarcity. For myself, I hate the feeling that I’m being sold, that someone is trying to trick or squeeze me into doing something I don’t want to do. When we read or hear the same gimmicky statement over and over again in the same exact way, it tends to lose its power — even if its based on sound principles. Scarcity — In general, the fear of loss is more powerful than the hope of gain. Hearing your name being said by someone is an ego boost, albeit a small one. Before you deliver your question, rehearse what you’re planning to say. Say to the audience something like, "I will now use my psychic powers to predict the brave volunteer's behavior." Sounds good, doesn’t it? Maybe I’m an exception, but I thought I’d let you know. As always, super-fantastic marketing information. Nice article, but I have an issue here. I have seen first hand people reacting to triggers, such as preconceived notions of a profession. 135%! Getting people to say “yes” is the goal for any sales message. Trainerize Online Personal Training Software. The key is to familiarise yourself with your customers - be insatiably curious about them - learn what they value, and create and deliver that value to them in a way that compels them to buy from you. You can probably already guess that the name of this technique comes from the now mostly outdated practice of door-to-door sales (you know, those people who always seem to arrive at your door selling thermostats or duct cleaning just as you’re getting in the shower or sitting down to dinner). But how do you do it in print when people usually have no chance to meet you? Its all about putting their mind in a state which makes them more responsive to your offer and when you have them there, ask them to commit to the sale. I lost count of how many “no’s” I got on my first day. These triggers kick in to make our life easier and less complicated and we don’t have think so much! The Consumer Protection Agency has actually found our product makes your home more safe, because ... "Ultimately, setting up arguments before knocking them down will make you far more convincing. This is deep stuff that really resonates with me. One of the most useful posts I’ve read in a long time. Create trustworthiness by admitting flaws or shortcomings and demonstrating lack of bias. Usually a sales technique. Dean Rieck has been called “the best direct response copywriter in America.” Get his free report, Dazzle Your Clients and Double Your Income. 'Yes.' Have you any thoughts on authentically applying these lessons? 5. Political lobbyists, fund-raisers, con artists, professional negotiators, and many others. In a tree near his tool shed, a family of robins had nested. 296K views. Wordsmith. 6. This is how you should negotiate. Maybe you feel guilty because you really want to help others. To be honest, all you’d have to do right now to get me to say YES is offer me some hot coffee…. Everything in business almost comes down to the way people think and act. So, over the years she began “salting the mine (or mind, if you wish)” by leaving information scattered about the house, in locations that, through careful research, she knew they would look – you know, like in the bathroom, by the phone, that sore of thing. You can do this with a specific deadline or expiration date. This is great stuff. How to Win Friends and Influence People (Animated) Chronicle Living. Great post and very practical applications. 13:10. Cool post! Show pictures of people using your product.

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