How To Use Influence To Sell / Part 2

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 –

  1. 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.
  2. 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.  

#3 Scarcity

Scarcity is the final principle of influence that we’re going to cover in this video series and it is the easiest to start using too.

Want to increase the level of scarcity in your sales process? Make it harder for your prospects to buy your product. When you make it harder for people to by your product, your prospects will will want it more and the sale gets easier! How crazy is that?

Again, this principle of influence exists because our brains take yet another shortcut to reduce the amount of processing they have to do each day. Our brains have a rule that says, if something is difficult to get hold of, it must be popular and therefore it’s good and you should want it too.

The best example of this right now? The amount of idiots stockpiling hundreds of rolls of toilet paper during this pandemic that’s sweeping the globe.

You can use the influence principle of scarcity by limiting the time you spent with customers  in a strategic way. You goal should be to become a scarce but valuable resource.  

A practical example of pulling on the influence principle of scarcity is used by high end shoe retailers all the time. They attempt to gain a commitment from the prospect before they confirm if they have stock of the product.

For example, the shop assistant will say “I’m not sure if we have any of these in stock. Will you 100% buy it if I go out back and try and track a pair of these shoes?” They know damn well they’re in stock but they’re using scarcity and commitment to lock down the deal.


And so, there we have it, the final three laws of influence: likeability, authority and scarcity.

And if you’ve watched the previous episode, the six principles of influence in their entirety are:

  1. Reciprocation
  2. Commitment and Consistency
  3. social Proof
  4. Likeability
  5. Authority
  6. Scarcity

The more that you can use these principles of influence throughout your sales conversations, marketing and email copy the higher chances you have of influencing a buyer to come around to your way of thinking.

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