In the final installment of our three-part series on the power of persuasion, we discuss how to use persuasion to get others to do things for you.
Part 2 ended with a prediction that we would explore the topic of persuasion in some detail in Part 3. And here we are. To be sure, persuasion is a powerful, and often unintentional, force, and it’s one that we can all be easily swayed by. Several studies have shown that persuasion is a two-way street, with both the persuader and the persuassion having an effect on the other.
In our last installment of Influence and the Power of Persuasion we talked about the influencer’s responsibility. We examined the various effects of social influence on consumers and how not everyone can be persuaded in the same way. Then we looked at some examples of effective salesmanship, including the role of research, and the relationship between buying behaviour and persuasive messages.
All across the world, I work with trainers, strength coaches, and rehab professionals.
These fitness professionals are frequently frustrated. Degrees, training certifications, and continuous education are all available to them.
These professionals aren’t sticking out despite their education, experience, and outstanding knowledge. Their phones don’t ring constantly. There are no appointments in their calendar. Customers aren’t bragging about you to their family, friends, or acquaintances.
By concentrating all of their efforts on the training and physical aspects of their jobs, they are oblivious to the psychological aspects. And it’s the things that make all the difference.
That’s why, in this video series, we’ll go through the six most important psychological concepts of persuasion and influence.
Click the play button below to discover more. (Alternatively, click here for part 1 or here for part 2).
The duration of this video is approximately 7 minutes.
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We all desire to obey authoritative persons subconsciously.
We’re taught to listen to our parents, respect our elders, obey the law, and follow our doctor’s advise from a young age.
Advertisers, of course, employ this idea when making statements like “4 out of 5 dentists approve” and “doctors’ #1 choice.”
They also utilize it to collect testimonials and to feature well-known celebrities or specialists in their marketing.
Consider which of your clientele are respected experts or members of the community to appeal to authority in your own firm.
Then request that their testimonials (written or video) be prominently displayed at your facility or on your website.
In addition, while giving counsel, appealing to authority can be beneficial.
Instead of saying, “You should eat more protein,” offer, “Dr. X advocated consuming more protein in a recent research.” Is it something you think you’ll be able to handle?”
Finally, consider how you may make your own message more authoritative. (Notice that we did not use the word authoritarian.) Do you show yourself as a knowledgeable expert? Do your words, actions, self-presentation, and body language inspire clients to put their trust in you?
Do your customers believe you can assist them?
How do you demonstrate… or not demonstrate… your own authority?
Inauthenticity and fear can be detected by clients. They do, however, favor confidence, openness, and honesty.
As a result, incorporate those characteristics into every client engagement.
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Friendship, connection, and like are the fifth and final principles.
We tend to say yes to people we like, according to Cialdini.
It might be their personality, the way they seem, or the group they’re a part of. We’re more likely to accept someone’s offer if we like them or something about them.
Cialdini mentions the Tupperware party as an example in his book Influence. The sales agent is a friend in the Tupperware system. Sales are also much better because the agent is a buddy.
As previously stated, social media, such as Facebook, works in a similar manner.
Friends inform their friends about new Facebook pages.
And the closer someone is to one of your friends, the more probable it is that you will “friend” them as well.
As previously mentioned, offering free workout evenings, parties, or grocery trips to your clients who bring a family member or friend is a terrific technique.
Prospective clients will think of you as a “friend of a friend” if they get to know you this way.
Furthermore, the more engaged you are in the community, the more people you meet, and the more well-liked you become, the more this principle will benefit you.
Which would you want to work with: someone you know and like, or someone you’ve never met before?
The like principle also says that humans gravitate toward physically attractive people, strong people, or celebrities, according to Cialdini. This can be seen in everything from advertisements to movies.
Of course, as a fitness expert, you should put in your best effort to appear professional. However, that isn’t the purpose.
Rather, as previously mentioned, make sure to highlight client testimonials and tales that are most likely to draw attention to your company.
Scarcity is the sixth principle.
Scarcity – the perception that your programs have a limited number of spaces available and that demand is high for those slots – can boost your perceived value and a prospective client’s desire to collaborate with you.
Scarcity can be found in many places:
- a huge line in front of a popular bar, outside the velvet rope
- a waiting list to enroll in a popular school
- a radio commercial for whatever is being sold at the local Home Depot with “just 10 remaining”
Every day, we demonstrate this idea by interrupting face-to-face conversations to answer our phones. What motivates us to do this? Because phone calls are scarce (at least for the time being!).
So, how can you apply this approach to your own company?
Why not design limited-availability seasonal group programs? Only the first 25 registrants will be accepted, and those who do not sign up in time will have to wait until the next event.
Why not make applications for your products and services, as well as waiting lists?
Instead of accepting all new clients right away, have them fill out an application first. Let them know that if they are accepted, they will be placed on a waiting list and that they will be notified when a position becomes available.
Why not have a few days of limited enrollment/discounts, after which individuals will miss out on the deal (or a position in your program)?
After all, you only have so much time.
So why not structure your offers in such a way that your customers are aware of this? Clients will understand if you make it plain that it is your privilege and honor to work with them, but it is also their privilege and honor to work with you.
A point of view
You’re not a car salesman or a casino proprietor. As a nutrition coach or personal trainer, you spend your days encouraging others to adopt better habits.
You assist others. Sure, you’re not “one of those” compliance officers who employs these tactics to sell 1983 Hondas with faulty brakes or get folks to gamble all night.
Those shadier salespeople, on the other hand, have valuable insights to impart. Whether for good or bad, the same behavioral and neurobiological principles apply.
For a long time, the food business and big pharma have used these concepts against your clientele.
Your consumers now require the assistance of a ninja. Someone to take a firm stance.
Someone to assist them in replacing their self-destructive fixed-action reflexes with healthy, beneficial habits. Someone who can assist them in discovering delight in activity and tasty, fresh, complete foods.
Think of yourself as a jiujitsu master if it turns out you need to summon some evolutionarily-based cognitive templates in order to demolish other (destructive) ones.
Today’s takeaways and a wrap-up
Part 3 of Influence: The Power of Persuasion for Fitness Professionals is now complete.
Being a successful trainer involves a thorough understanding of the human body, exercise physiology, and nutrition. None of these, however, guarantee success in this sector.
You must also be able to communicate with others. How individuals make judgments, how they change, and what draws them to certain things over others are all factors to consider.
In the end, the success of your company hinges on your ability to attract and assist customers. The techniques mentioned here will assist you in improving your performance in both areas.
Learning how to influence others and harness their feelings is useful knowledge for anyone who wants to be successful in any career. Whether you are a public speaker, parent, employee, or salesperson, influencing others can work wonders for your career.. Read more about 7 principles of persuasion and let us know what you think.
This article broadly covered the following related topics:
- power and persuasion
- rules of persuasion
- research on persuasion
- the power of persuasion in sales
- 7 principles of persuasion