Whether we realize it or not, people have a surprisingly powerful impact on each other and social influence plays a tremendous role in shaping human behavior. Dr. Jonah Berger, professor at the University of Pennsylvania's Wharton School of Business has spent over 15 years studying these concepts within the field of behavioral science. In this episode, he and host Bill Coppel – Managing Director and Chief Client Growth Officer at First Clearing – discuss the ways in which we can motivate ourselves and others, be more influential, and use our understanding of how social influence works as a powerful business tool.
When evaluating how people choose the financial advisor that they do, returns are only one of the features that factor in to the decision. Dr. Jonah Berger joins host Bill Coppel to talk about the importance of value creation for one's clients by understanding what drives customer behavior and by understanding the impacts of social influence. Jonah talks about the motivations that shape our decisions via a six-step framework called STEPPS. This framework is an acronym that stands for Social Currency, Triggers, Emotion, Public, Practical Value, and Stories. Among the takeaways is a discussion around the power of stories and how financial professionals can communicate information in this way so that their clients can in turn take those same stories to transmit information to someone else and be an advocate for their services.
In this episode, you'll hear:
- How the concept of social currency relates to financial services
- How to help your clients become advocates for you
- What the psychological drivers are for why we share via a practical framework
- Best practices for communicating with clients and ways to stay top-of-mind
Jonah Berger is a marketing professor at the University of Pennsylvania's Wharton School of Business. He has published dozens of articles in top-tier academic journals, and accounts of his work frequently appear in popular outlets such as The New York Times, NPR, The Wall Street Journal, and the Harvard Business Review. He is a New York Times best-selling author of the book Contagious: Why Things Catch On, as well as Invisible Influence: The Hidden Forces that Shape Behavior. He has spent over 15 years studying the behavioral sciences that underlie how people make decisions, how ideas and products catch on, and how social influences shape behavior. He also consults with top Fortune 100 companies, including Google, Apple, and Vanguard, to name a few.
Ways to contact Jonah/learn more:
Website: jonahberger.com
Disclosure:
This content is provided for general informational purposes only. The views expressed by non-affiliated guest speakers are their own, and do not necessarily reflect the opinion of First Clearing or its affiliates. First Clearing and its affiliates do not endorse any guest speakers or their companies, and therefore give no assurances as to the quality of their products and services. This channel is not monitored by First Clearing. For more information on our podcasts visit firstclearing.com. First Clearing is a trade name used by Wells Fargo Clearing Services, LLC, Member SIPC, a registered broker-dealer and non-bank affiliate of Wells Fargo and Company. Copyright 2018 Wells Fargo Clearing Services, LLC. All rights reserved. First Clearing provides correspondent services to broker-dealers and does not provide services to the general public. CAR 1218-02591