Are You An Influence Agent?---The Science Of Influence

By
Mortgage and Lending with Greenville, NC

A couple of years ago I read an interesting book by Dr. Robert Cialdini. A Regents Professor at Arizona State University, Dr. Cialdini is a social psychologist..

 

I decided recently to re-read his book, “Influence: Science and Practice”. This work centers on influence triggers that help someone to say yes.

 

Like it or not we, in the real estate industry, are influence peddlers. We are trying to help people make good decisions. Yet many of us struggle with making decisions.

 

In particular we often hesitate when making big decisions. The assessment of buying or selling real estate is a major event. The process of choosing the best financing option is equally complex.

 

Even the process of who to work with can be difficult for homeowners. Which agent do I work with? How can I find a lender I trust?

 

Equally we have to make decisions within our business partner referral networks. Building these referral networks causes us to develop principles of influence.

 

What are the influence concepts that Dr. Cialdini identifies:

  • Reciprocity
  • Commitment and Consistency
  • Social Proof
  • Liking
  • Authority
  • Scarcity

 

Dr. Cialdini spent three years working with a variety of sales related organization in research for this book. He went through numerous sales trainings and shadowed sales practitioners evaluating the tolls used to influence people to saying yes.

 

The result of this research led him to identifying these six key influence tools. He points out that when we have the time and inclination to conduct a thorough analysis to reach a decision we will.

 

However, in today’s fast paced mode of living, we tend to use short cuts to make these decisions. Dr. Cialdini asserts the element of influence of: reciprocity, commitment and consistency, social proof, liking, authority and scarcity provide the shortcuts for decision making.

 

For those that are interested I am including a link to amazon where you can order the book, “Influence: Science and Practice”. You can also navigate to Dr. Cialdin’s web site by clicking Influenceatwork.com.

 

Stay tuned and come back as we provide more thoughts and opinions on each of these six factors of influence.

 

What are your thoughts on developing influence techniques as part of your sales process? Can you think of how you have utilized these principles?

 

Jay Williams

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Topic:
Real Estate Sales and Marketing
Groups:
North Carolina Real Estate
The Art Of Marketing You
All About Mortgages/Mortgage Networking
Art of Professional Salesmanship
Tags:
persuasion
influence
greenville nc
pitt county nc

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Rainmaker
1,080,981
Sharon Alters
Coldwell Banker Vanguard Realty - 904-673-2308 - Fleming Island, FL
Realtor - Homes for Sale Fleming Island FL

Jay, this is a very intriguing post. I am always interested in helping the way I communicate with the people we work with. Thanks for writing about this.

Apr 19, 2009 06:47 AM #1
Rainmaker
490,643
Lorraine or Loretta Kratz
Crescent Moon Realty, Inc. & Land N Sea Auctions. - San Marcos, CA
Certified Negotiation Consultants

Jay:

I am a fan of Robert Cialdini, and have read several of his books, it is interesting how we all are being influence by the subtle messages we get from external sources.

Apr 19, 2009 07:12 AM #2
Rainer
29,656
Jay Williams
Greenville, NC - Greenville, NC
Mortgage Loan Officer - Getting You The Right Loan

Frank and Sharon, I hope you will come back. I plan to explore the six influence principles with weekly posts.

Jay

Apr 19, 2009 09:06 AM #3
Rainer
29,656
Jay Williams
Greenville, NC - Greenville, NC
Mortgage Loan Officer - Getting You The Right Loan

I'm happy to find another fan. His work is fascinating.

Jay

Apr 19, 2009 10:28 AM #4
Rainer
67,579
Jay-Paul Lowry
Riverside, CA

Jay - Love the post. As a sales fanatic myself, i just recently found the good doctor on the internet and he has some really good insights. I agree that influence is key when selling, especially what we are selling. The best sales people i have ever met in our industry all use influence to reach the desired outcome. Not because they are bad people but rather like you said you have to lead people to make decisions or else they would never make one. The key is to lead people while creating the feeling in the client that they are in control. Another good book (its my bible for sales training) is The Secrets Of Question Based Selling by Tom Freese. Check it out.  clck here to see the book. Cheers.

 

JP Lowry--President--Preferred Financial Funding, Inc

Apr 20, 2009 07:24 AM #5
Rainer
29,656
Jay Williams
Greenville, NC - Greenville, NC
Mortgage Loan Officer - Getting You The Right Loan

JP, I'll be sure to check out "The Secrets of Question Based Selling"

Jay

Apr 25, 2009 04:06 AM #6
Rainmaker
403,865
Claudette Millette
The Buyers' Counsel - Ashland, MA
Buyer, Broker - Metrowest Mass

Hi, Jay:

I just caught this post which was written back in April.  It was very interesting in terms of what effects our sales personalities.  I like the photos as well.  You should write more! 

Regards.

 

 

Aug 24, 2009 10:12 AM #7
Rainmaker
617,191
Mike Young
203kOnLine.com, covering the USA - Las Vegas, NV
FHA 203k Consultant 916-758-1809

Claudette, don't feel bad abouut that, I just found it too. That is part of why AR is so good, much of the content is timeless.

Oct 05, 2013 01:32 PM #8
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Jay Williams

Mortgage Loan Officer - Getting You The Right Loan
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