Six Proven Ways to Convert Leads and Customers Into Paying Customers


This is my summary and analysis of Robert Cialdini’s book “Influence: The Psychology of Persuasion.”  Click here to purchase on Amazon –Influence: The Psychology of Persuasion (Collins Business Essentials)

This is a great book and everyone in business, sales, and marketing should buy this book immediately, study it, and implement the concepts.

The book covers psychological studies conducted that shed light on how people behave.  Many marketers, sales people, and retailers use these tactics to convert leads and prospects into customers.  The truth is we all use these concepts to some degree whether we realize it or not.

Here are the concepts in a nutshell:

  1. Reciprocity

  2. Consistency and Commitment

  3. Likability

  4. Authority

  5. Social proof

  6. Scarcity

Here are my brief explanations of each concept:

  • Reciprocity – If you give something of value to someone, they feel obligated to reciprocate and give you something of greater value in return.  Has someone bought you lunch then you felt the need to get them lunch back?  But you felt the need to up the ante a little?  That’s reciprocity at work.

    • Think of ways to give something of value to your leads and prospects and they may start to feel obligated to buy from you.

  • Consistency and Commitment – People feel the need to be consistent with their choices and decisions.  This is one reason why the puppy dog close works so well.  Once people have committed to something it is hard for them to change their mind.

    • Could you give a free 30 day trial to your client then bill them after the 30 days if they don’t return it because they liked it so much?

    • This can help remove any kind of risk or hesitation your prospects have about trying your product or service.
  • Likability – People want to do business with people that they know, like, and trust.

    • To be likable, be genuine, truthful, professional, and do what you promise.  Make friends with your clients and prospects.

    • Is there a way to add your personality to your service and sales process?

    • Can you open up a little and share some Aloha in your service and sales process?
  • Authority – This is another form of credibility.  We want to work with and trust the experts of the field.  Authority can be from licensed professionals like doctors.  Or in American society, authority status has been given to celebrities.  If Oprah likes your product and promotes it, you could have a hit on your hands.  You can even build authority by sheer volume of your work.

    • What are some ways to add authority figures to your sales process or marketing efforts?

    • How can you demonstrate your authority in your field?  Are you a speaker or  teacher?
    • Do you write articles on your blog that demonstrate your authority?
  • Social proof – People want to be assured that it is “ok” to do something.  People will often rely on the behavior of others and match their behavior.  Look at the power of testimonials on Ebay and Amazon.  We will not purchase from a seller on ebay if they have too many negative feedback reviews.  We won’t purchase from a seller if they have no reviews at all.  On Amazon, the same is true.  If a product has lots of positive reviews, then we will purchase.

    • Can you add a few more testimonials to your marketing material?

    • Are you able to encourage your current clients to give you positive reviews on Yelp or other review sites?
  • Scarcity –  Scarcity is when we believe a service or product is in limited supply.  We don’t want to miss an opportunity.

    • Can you make a limited edition?

    • Can you limit your sale to the first 20 people that purchase?

Read the book if you can and mindfully apply these concepts to increase your lead conversion.

If you like this article, let me know by sharing it on Facebook, Google+, or your favorite social network.  Spread the Aloha.

Click here to purchase on Amazon –Influence: The Psychology of Persuasion (Collins Business Essentials)