Good morning, and welcome to your Saturday morning sales meeting with Jonathan Dawson, founder and president of Sellchology. Today, we’re diving into the power of influence—the ability to change a thought, behavior, or emotion. In the world of sales, influence is your superpower. Understanding and mastering its principles can turn hesitant shoppers into committed customers. Let’s explore how to identify and apply the eight primary influencers that drive purchasing decisions, giving you the edge in every sales interaction.
Dawson challenges sales professionals to shift their mindset from controlling customers to influencing them effectively. Influence, he explains, is the cornerstone of sales success—it’s about understanding what motivates your customers and leveraging that knowledge to guide their decisions.
In addition, Dawson thoroughly identifies eight principles of influence that every sales professional should master:
- Authority – Customers trust experts. Establish your authority through confidence, professionalism, and expertise to gain credibility.
- Social Proof – People follow the crowd. Showcase testimonials, reviews, and happy customers to demonstrate that others trust you.
- Commitment – Small commitments lead to bigger ones. Recognize customers who value promises and build trust through follow-through.
- Contrast – Create a standout experience. Customers remember the difference between their expectations and the superior service you deliver.
- Liking – People buy from those they like. Build rapport and find common ground to strengthen relationships.
- Obligation (Reciprocity) – Give value first. When customers feel you’ve gone above and beyond, they’ll feel compelled to reciprocate.
- Scarcity – The fear of missing out is real. Highlight limited availability or exclusive opportunities to motivate quick decisions.
- Exemption – Some customers want to feel unique. Tailor the experience to make them feel special and outside the norm.
Nevertheless, Dawson emphasizes that identifying which principle resonates most with your customer is key to applying influence effectively. For example, a customer influenced by the authority will respond to your expertise, while someone driven by scarcity needs to see the urgency in the offer.
“Increasing your sales is about increasing your influence. The best way to do that is to understand what influences your customer and then apply that specific principle to guide their decision.” – Jonathan Dawson
