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How being liked can be exploited to get a better deal



The book influence by Robert B. Cialdini, PH.D. has become an international bestseller. This book on persuasion explains why people say ‘yes’ and how to apply this knowledge. He discusses six common principles which he also calls mental short cuts as we rely on mental short cuts every time we are faced with a decision. He explains how to use these principles, how to become a skilled persuader and how to defend yourself from them.

In this post we will discuss the fifth principle – Liking

It is no surprise that we like to buy from people we like and that are similar to us. 
This is highly exploited in the market and influences us to buy more than what we initially wanted. Cialdini uses the Tupperware party to illustrate the exploitation of the principle of liking.
Tupperware uses all the weapons of influence such as reciprocity, you either win a price or get a gift which makes you feel obliged to purchase something. 
Commitment, each party participant is asked to tell the others publicly for what they use the Tupperware and what the benefits are; they show their commitment to the product.
Social proof, there is that peer pressure, if people buy it then it must be good, and I should buy some too.  
Cialdini says that the real power of influence here lies in the principle of liking. The parties are arranged by people who invite all their friends. The request to buy the product is now coming from a friend and so you would feel bad leaving without having bought a thing. After your friend has invited you to their house; there were drinks and snacks too, so you feel the need to buy something.

This is a great example where all the strategies of influence play nicely together and if you have been to one of those parties you have probably bought something because you felt obliged not because you needed it.
In a negotiation it is important to build rapport and even try to find some similarities between you and the other party. You don’t need to become best friends, they just need to like you and want to make a deal with you.


www.octalonegotiation.com

#influencing #negpotiationskills #negotiation #negotiationtraining

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