In this episode we are looking at the three remaining principles of influence following on from what we covered in yesterday’s video. If you haven’t checked that out yet, click the link in the description to watch that video first.

So if you’re ready to learn how to use influence principles to sell your local supermarket on letting you buy more than two tins of beans during this pandemic crisis, then hit that thumbs up button and lets get into it…

#3 Likeability

The first principle of influence that we’re covering in this video is

the principle of likeability. You know the cliche, people buy from those they

know, LIKE and trust? The trust principle of likeability is why this is

effective.

There is a tonne of scientific evidence that proves that we buy from

those we feel similar to. And we we’re more likely to find people similar to us

more likeable.

Going back to the tribal days, we’re programmed to trust the people in

our tribe and fear those who are not so this makes total sense.

If your brain had to work out who it could trust with every interaction, you’d never get anything done. Instead, it uses these shortcuts.

Likeability = more trust = less uncertainty = More likely to buy.

So how do we become more likeable? This comes down to building rapport before

trying to shove your sales pitch down someone’s throat.

Avoid becoming the stereotype of the arrogant, brash and aggressive sales

professional. That style of selling might have worked in the past but it

doesn’t work anymore.

Instead, to increase your levels of likeability, find out what your

prospects like to do, what forms of entertainment they enjoy and what their

interests are so that you can try and find some overlap between their world and

your own.

#4 Authority

The influence principle of authority is

perhaps the easiest principle to understand yet most salespeople don’t feel

comfortable implementing it.

You have the ability right this second to call yourself an authority in your industry. You know more about your product or service than anyone else out there right?

An expert is defined as:

“A person who is very knowledgeable about or skilful in a particular area”

So you’re an “expert” by definition.

However, most salespeople don’t feel worthy of this title. I’m here to tell you that you should feel confident in calling yourself an expert from this moment onward.

Authority is another shortcut our brain

uses to do less processing but still survive. If someone has perceived

authority over us, our brain takes action when they suggest it without thinking

whether this is the correct thing to do. This is hardwired into our brains to

reduce the amount of processing they need to do day-to-day.

As a salesperson you can use the principle

of influence to your advantage in two ways –

* The first and most powerful way to leverage the law of authority is to become an influencer in your industry. This starts today when you start referring to yourself as an expert on your product. * Alternatively, you can leverage the principle of authority from another angle by to selling the boss above your usual decision-maker. If the decision makers boss has bought in, then they’ll have to agree too due to the principle of authority.