Persuasion Triggers - Reciprocity, Social Proof

...the rule is to give before you ask

Reciprocity. People feel a deep urge to repay favors in kind. This drive to reciprocate exists in all societies. For instance when, when fund-raisers enclose a small, seemingly insignificant gift in an envelope to potential donors, the volume of donations increases markedly.

To active the reciprocity trigger, the rule is to give before you ask. A small favor such as lending a fellow manager one of your staff members for a few days might be repaid fivefold when you later ask for that manager's support on an important project. In considering what to give, look for solutions that meet other individuals' interests and needs as well as your own.

Social proof. Individuals are more likely to follow another person's lead if what they are advocating is popular, standard practice, or part of a trend. A person who dresses or speaks much differently from her immediate colleagues or who comes from a markedly different culture usually starts with a persuasion handicap.

How do you activate the social proof trigger? Remember the power of association: make a connection (yourself, your company, or your product) to individuals and organizations your audience admires. Use peer power to influence horizontally, and not vertically. For instance, if you're trying to convince a group of resistant people of the merits of anew project, ask a respected company colleague who supports the initiative to speak up for it in a team meeting. you'll stand a better chance of persuading your colleagues with this person's testimony.

ACTION POINT: Give before you receive and recognize when to use the power of peers as persuasion triggers.