“John Stuart Mill, the British economist, political thinker, and philosopher of science, died more than a hundred years ago. The year of his death (1873) is important because he is reputed to have been the last man to know everything there was to know in the world. Today, the notion that one of us could be aware of all known facts is only laughable.”

- Robert B. Cialdini, Ph.D. from "Influence: The Psychology of Persuasion"

“At the time you need a skill, it's too late to learn it.”

- Jeffrey Hansler, Author and Educator

Influence: Fixed-Action Pattern 

His work is brilliant, insightful, and based on real life experiments, observations, and analysis. I'll list the six 'Weapons of Influence' as he refers to them after a short rant.

Here's the rant. His condemnation of those that use these 'weapons' purposely is generalized and the result is he misses a major consideration in his logic. He is creating a great deal of pain for a great number of people in the world: Specifically, anyone that wants to create change in the world.

From one perspective, I understand his point, no one likes to be taken advantage of and in the hands of a con artist, the knowledge he shares can be used to influence people to take actions that could be harmful to their situation. In providing awareness, he provides some protection. In this area, Cialdini is providing a great service to those whom did not grow up in an environment where you were taught to 'caveat emptor' or buyer beware. 

The problem I have is his negative references to tactics used by sales and marketing people and organizations. This leaves a mixed message at the unconscious level. He sees a difference between selling and trying to create a change - and that's just not a reality. Change doesn't happen unless someone is sold on the change or they sell themselves on the change based on a reconsideration of current information or new and outside information. The job of sales and marketing is to change the way people think and as a result take a new action! That's what makes the world go around! 

What he fails to mention is that ANYONE who wants to create a change is trying to manipulate those around them! It's not just sales and marketing people that are trying to create change, it's everyone! Parents want to sell their kids to do the right things! Teachers want to sell their students to learn and to work at learning! Bosses want to sell people to do their best and keep their mind on their work! Even Cialdini is trying to sell you his ideas!

In failing to acknowledge that creating change is selling, it becomes easier for him to become myopic and see 'selling' as bad. Selling isn't bad - not living life is bad. Selling is the key to creating change! Selling is a huge part of life and for some of us it is our life!

So enough for the rant. It's only a perspective difference anyway between two words 'sell versus create change'. 

I suggest putting the following concept to work for you and what you want to accomplish. If you have a good intention for yourself and the person or group you want to experience change, based on everything you know about the situation, circumstances, consequences, and the options, then become a master at the power of influence and weave conscious actions utilizing these six influence opportunities into your communication skills:

1) Reciprocation: Give and Take
2) Commitment and Consistency: Ease of Habits
3) Social Proof: Numbers = Truth
4) Liking: The Friendly Approach
5) Authority: Directed Deference
6) Scarcity: The Rule of Few

If you want to learn more about these 'weapons', then come to my November 15 sales training in Orange County.

Sincerely,

Send the gift of knowledge this year!