This is part of our series on books that have positively impacted our lives and careers. Check out all of the books we review by following us on social media or see our previous reviews summarized here.
Influence by Robert B. Cialdini
When I was first introduced to the Lushin way and the Sandler selling system, I bought in immediately. Like anyone who had spent any serious time in sales, I had consumed different training and selling philosophies. Most, of course, were awful.
But the Lushin/Sandler system was different. It is rooted in human psychology. It is rooted in reality. It’s not about manipulation or trickery. The entire thing is one giant tool for human communication.
I am a fairly voracious reader, and I am always especially enthralled when another author, academic, or professional articulates (and ultimately elaborates upon) principals that are so fundamental to the Lushin/Sandler selling system. When someone else is able to draw similar conclusions after taking a different path. And in his book Influence, Dr. Robert Cialdini has done just that. In Influence, Cialdini essentially explores the psychology for why people say “yes,” and the six universal human principles that are behind this answer.
- Reciprocity: Simply stated, people feel psychologically obligated to return favors.
- Commitment and consistency: When people make thoughtful commitments, they will work hard to honor their commitment so that they remain consistent with their self-image.
- Social proof: People desire to do things that others are doing. Human beings are social animals. We are comfortable while we are part of the flock, and uncomfortable outside of it. We can’t help it, it’s in our DNA.
- Liking: People are more likely to be influenced by people they like.
- Authority: People want to obey authority figures. We love to be led.
- Scarcity: Perceived or otherwise, scarcity generates demand.
These six principals permeate all facets of the successful sales process/system. Everything from the way we bond with our prospects, how we establish ground rules, the offers we present, and how we respond to objections.