Online Gurus - Robert Cialdini
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Robert Cialdini is a well-known authority on negotiation, persuasion and the author of Influence: the Psychology of Persuasion. Now, he teaches psychology at Arizona State University. His book is very relevant to all people in sales and marketing and for those consumers who want to sift through the barrage of promotions targeted at them. It explains the reasoning and idea behind each marketing campaign, backed by through research and in-depth surveys conducted on the subject.
Robert Cialdini limits his discussion to the six main elements of marketing like reciprocation, commitment and consistency, social proof, liking, authority and scarcity in a simple and easy to follow manner that makes for an interesting read.
The examples in the book and insights are based on his personal experiences as a salesperson while he was researching the book. He explains actual sales situations, which need persuasion, and this makes the book practical and relevant to the reader and engages his interest.
Let us understand the main items in a marketing campaign. Companies use the concept of reciprocity in sales by giving free samples and expecting consumers to buy the product the next time around. Salespeople use commitment and consistency to push a product to a consumer who has already decided on the product. To keep his promise, the consumer will never backtrack from his decision even if the price of the product is increased.
Robert Cialdini explains that people will always undertake those activities that have social sanction. He claims that people will always do even wrong things out of respect for authority. Again, people can be persuaded to undertake specific actions by some people if they develop a liking for them. Another thing that generates demand is scarcity of a product. These are valuable tips for marketers to increase the sales of their products by basing their promotions on the psychology of the consumer.
Robert Cialdini thus bases his teachings on actual experience and acts as a consultant to several respected companies in different fields across America. He organizes several programs to teach people to channel their influence to bring about a change in people and ways to retain this influence over your co-workers and customers. Thus, you must attend the programs of Robert Cialdini if you wish to enrich your business.
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