InsuranceNewsNet Magazine January 2012 : Page 11
SIX PRINCIPLES OF POWERFUL PERSUASION | FEATURE LEARN THE SCIENCE BEHIND INFLUENCE Y OU CAN’T MOVE PEOPLE to a decision unless you have pull. That magic power is influence and although it is not as easy as waving a wand to conjure it up. Influence can be found by following six simple principles laid out by Robert B. Cialdini, Ph.D. And make no mistake—no influence, no sale. The six principles form the basis of his seminal book, Influence, considered a must-read for anyone in sell-ing. But it’s not just for sales; the book and its concepts are important for anyone who wants to influence someone else—and who doesn’t? Among the many fans is Warren Buffet’s right-hand man, Charlie Munger, who has recommended Influence as essential reading. Part of what makes Cialdini’s ideas so engaging is the decades of science and observation that support them. And in an interview with InsuranceNewsNet Publisher Paul Feldman, Cialdini often backed up his claims with compelling evidence. Some of the principles are not surprising, but Cialdini gets under the hood and explains why things work and how to supercharge sales performance. In this interview, Cialdini discusses how insurance producers can apply the six principles to be masters of ethical influence. January 2012 InsuranceNewsNet Magazine 11
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