Entrepreneur Secrets – How to build trust and loyalty
November 13, 2016
By Jerry Bellune
We’ve talked about Robert Cialdini’s books earlier.
“Influence” and “Pre-Suasion” are worth reading.
He writes that we say ‘yes’ to those we like who:
• Are similar to ourselves in preferences and values
• Look attractive and act interestingly.
• Have names similar to their own.
Surveys have tested this with an unusual strategy.
They were signed by names similar to recipients.
Robert James received a survey from Bob Ames.
A second group was tested without doing this.
56% in the similar-sounding name group responded.
In the second group, only 30% responded.
As entrepreneurs we can honestly report on:
• How our products helped those like our prospects.
• How we act and feel like our prospects
We know their aches and pains, desires and dreams.
We make more sales to those who are:
• A lot like us and who share our needs and wants.
• Like our most loyal and happy customers.
Cialdini is an advocate of authority influence.
People respect authority. They trust real experts.
Titles, appearance and manner build credibility.
Your name on a book builds expert authority.
Your appearance as an authority influences decisions.
An authority experiment demonstrates this principle.
Subjects were asked by lab-coated experts to:
• Shock people who answered questions incorrectly.
• Increase shocks each time they answered wrong.
The respondents feigned increasing discomfort.
Some screamed and demanded to be released.
Astoundingly, many subjects ignored cries of pain.
They inflicted what they thought was the full shock.
They found they were unable to defy the bosses.
This has happened to prisoners of war, too.
When people are uncertain, they look to experts.
Such is the amazing influence of authority figures.
Testimonials from authorities persuades prospects.
If experts say it’s so, it’s credible to more prospects.
Want to become an expert authority?
Our Nov. 17 seminar will show you how to do it.
For details, call Ashley at 359-7633.
Next: Use scarcity to sell more.
Want to share this with a friend? Be my guest.
We only ask that you tell them where it came from.
Invite them to send me their email address.
They can reach me at [email protected]
I’ll email this strategy letter to them each week.
©2016 The Bellune Company, Inc.
Neither MidlandsBiz.com nor The Bellune Company, Inc. makes any warranty as to the results that may be achieved from using this information. ©2015 The Bellune Company, Inc. All rights reserved. Requests for permission to reprint or circulate may be obtained by emailing [email protected]
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