9 psychological techniques for more business success
You're smart, you're ambitious, and you have something to sell—whether it’s a product, an idea, or yourself. Psychological influence techniques can help make your conversations flow more smoothly. Here are 9 principles to try out.
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Influence like a pro:
9 psychological techniques for more business success
Whether you’re leading a project team, negotiating a raise, convincing a client, or presenting yourself in a job interview, you’ll often face the challenge of getting others on board with your story.
Psychological influence techniques can help you guide these conversations more smoothly because the success of business discussions often depends not only on facts and arguments but on how you present them.
How do you persuade others of your vision without coming across as manipulative? Psychology offers many insights you can apply. In this article, you’ll discover how to use these strategies to subtly influence your conversation partners and achieve your goals.
#1 Reciprocity: give something and get something in return
One of the most powerful influence techniques is the principle of reciprocity. People naturally feel obligated to return the favor when they receive something from you, whether it’s a service, a compliment, or help.
Example: Suppose you’re in the middle of a project and need help from a colleague to meet a deadline. Instead of immediately asking for assistance, offer to help them with a task they’re struggling with. By doing this unsolicited, you create a sense of obligation, making your colleague more likely to help you when you need it.
#2 Social proof: following the crowd
People tend to follow the behavior of others, especially when they’re uncertain. This is known as social proof. In business conversations, you can use this principle by referring to the success others have achieved with your product, service, or idea.
Example: In a sales conversation, you notice the customer is hesitant about making a decision. Instead of just listing the benefits of your product, emphasize that similar companies in the same industry are already using your solution with positive results. This builds confidence, as the customer sees that others in similar situations have been successful.
#3 Creating scarcity: fear of missing out
The principle of scarcity works because people value things more when they are rare or about to disappear. This applies to both products and opportunities.
Example: In a salary negotiation, you can mention an external offer you’ve received. By subtly indicating that other companies are also interested in you, you create a sense of urgency for your employer. This can motivate them to act faster and make a more attractive offer to avoid losing you to a competitor.
#4 Authority: building trust through expertise
People are more likely to trust the opinion of someone they see as an authority. You can use this to your advantage by demonstrating your expertise.
Example: Suppose you’re a project manager trying to convince your team to adopt a new working method. By referencing your years of experience with similar projects and how this approach has been successful, you build trust within the team. They’ll be more inclined to follow your advice because your authority and experience are clear.
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#5 Framing: context shapes perception
Framing involves adjusting the way information is presented to influence how others perceive it. People react differently to the same information depending on how it’s framed.
Example: In a project team, you can emphasize the positive outcomes of a difficult task by saying, “If we overcome this challenge, we’ll really show how strong our team is,” rather than, “This task is pretty risky and tough.” By highlighting the positive outcome, you encourage a more optimistic attitude within the team.
#6 Contrast technique: comparing for impact
The contrast technique involves making an offer or proposal more appealing by presenting it alongside a less attractive option. This can enhance the perceived value.
Example: When proposing a package of services to a client, start by presenting a more expensive, comprehensive package. Then, show a more affordable option. The client will perceive the second option as relatively better value, even if it’s higher than their original expectation.
#7 Zeigarnik effect: unfinished tasks linger in the mind
The Zeigarnik effect is a psychological phenomenon where people remember incomplete or interrupted tasks better than completed ones. This happens because the human brain is wired to resolve unfinished business.
Example: During a sales conversation, when presenting a complex product or new strategy, you can intentionally hold back key information and promise to follow up later. This keeps the client curious and more likely to reach out to you to complete the details after the conversation.
#8 Anchoring: setting expectations with the first offer
Anchoring is the phenomenon where people are heavily influenced by the first piece of information they receive. This is often used in negotiations, where the initial offer sets the direction and expectations for further discussions.
Example: In a salary negotiation, as an employee, you can present your salary proposal at the very start, aiming higher than your minimum requirement. This anchor will influence the subsequent offers, as the employer will now use your initial proposal as a reference when making a counteroffer.
#9 Peak-End Rule: memories focus on the highlights and the end
The Peak-End Rule suggests that people remember events based on two factors: the most intense moments (highs or lows) and the end of the experience. You can use this to create positive memories of an interaction.
Example: In a presentation or sales conversation, ensure that you end on a high note—whether by telling a particularly inspiring story or making an attractive offer. The positive ending will make the client remember the entire conversation as more successful and satisfying, even if there were objections along the way.
Bonus tip:
Subtle influence leads to sustainable success
Psychological influence techniques can help you make a greater impact in your business conversations, whether you’re convincing a client, negotiating salary, or leading a project team.
Try out these techniques in your next conversation and see how they can help you succeed. Use them subtly and avoid overloading the conversation with too many techniques at once, as the line between influence and manipulation can be thin. Always remember that honesty and sincerity are the foundation of long-lasting and positive business relationships.
Want to learn more? Check out this article on Cialdini’s 7 principles of influence in sales and marketing.
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