We all want to change people’s minds — whether about a new product line your company should pursue or leading or persuading your friends to eat out at your favorite restaurant. But no matter how big or small the change might seem, convincing people is usually no easy task. Humans are stubborn!
Yet, as a business owner or leader, the ability to persuade others is essential — both when it comes to convincing customers to use your products or services and leading your team of movers and shakers.
If anyone can teach us how to do it properly, it’s the authors of “The Small Big: Small Changes That Spark Big Influence,” who make a formidable trio in the field of persuasion science. You can probably guess what the overall premise is from the title, but let’s dive into it
Why small changes matter
If you’ve read author Robert Cialdini’s other seminal work, “Persuasion,” you should be familiar with the six principles of persuasion:
- Authority
- Social proof
- Scarcity
- Consistency
- Liking
- Reciprocity
Using each of the above, we can tap into the motives that make people change their minds.
Another important principle here is that everyone has two modes they use to solve problems: the unconscious side that makes quick decisions and the side that makes slower, more considered choices.
We often assume that everyone is using the more considered side when we try to convince them, but the reverse is true — most of the time, we revert to rules of thumb and biases to reach decisions.
That means we need to center our persuasion around appealing to the quick, intuitive decision-making side of the brain
The power of nudges
As author Robert Cialdini says:
“When it comes to influencing the behavior of others, it is often the smallest changes in approach that makes the biggest differences.”
You don’t need to hire a brass band or come up with a huge speech to get people to change their minds. The most effective nudges are often extremely simple.
For instance, one of the fifty nudges the book covers is giving customers access to a low-cost or free activity that may encourage them to make a purchase later down the line. It might sound “basic,” but it stands a far better chance of success than presenting a prospect with a report filled with statistical evidence for why your product will change their life.
Oh, and this isn’t some fancy hypothesis conjured up because it sounds good — the entire book and each of the nudges have actual research and evidence behind them.
Untap the master of persuasion within
We’ve only scratched the surface here — for the complete list of fifty nudges and how to apply them, you’ll have to get your hands on the book itself.
After a thorough read, you’ll be ready to apply these nudges to countless aspects of your life — both private and professional. However, they’re particularly effective when applied to running a business.
Ready to train your entire team at communicating better with each other and potential customers? Bring Gema Consult on board to guide you through the process — just get in contact to find out how we can help.
Author
Successfully Managing a Fleet of Tourism Locations, A Legacy Forged by Mentoring Hundreds of Clients to Obtain Long-term Success
Widi Papan has recently been appointed to Senior Deputy Director at Gema Consult, a hidden gem among gems. A maverick at establishing modern administration styles in an industry relying on largely outdated practices, Widi brings a unique value to Gema’s approach with clients. With clear direction for short and medium-term projects and expert-level knowledge of accounting standards, he is key to establishing successful operations for our clients.
Widi is the operational foundation responsible for Gema’s overwhelming success. His proficiency in executing technology automation, business set-ups, budgeting, cash flow recovery, debt management, capital increase planning, and business process simplification is on another level. This expertise is applied to every one of Gema Consult’s clients.