When was the last time you tried to persuade someone? What tactics did you use to win him or her over to your side? Maybe it was Monday evening when you were trying to get your spouse to change the channel on the TV or perhaps at the dinner table when you had to convince your kids that carrots really aren’t all that bad. We use persuasion every day of our lives without thinking about it. When it comes to reaching your customers and clients, persuasion is definitely a tool you’ll use daily. What you may not know, however, is that there is a method to it.
Everreach put together an infographic that explains the science of persuasion. Their research shows that there are six universal tactics that prompt people to act in a certain way. You can read about three tactics below along with my own advice on how make the science of persuasion work for your staffing agency.
1. Reciprocity – The obligation to give back what you have received from others
When you give something to someone else, they feel obligated to return the favor. The study showed, however, that the influence is not only in what was given, but how it was given. When the gift was personalized and unexpected, the reciprocation was greater. So when you are persuading your customers, be the first to give, make it personalized, and make it unexpected.
When you finish hiring for a client company, send them an Edible Arrangement or have Starbucks catered to their office. After helping a client find a job, have your recruiters send a personal congratulations card to the new employee’s workplace. Showing gratitude and hospitality in radical ways not only speaks well for your company, but it will reciprocate with returning customers.
2. Scarcity – People want more of those things that are less available
We’ve all experienced this before, right? One example is Twinkies. When Hostesses’ well-loved treat started going out of business several years ago, people suddenly started buying hundreds of boxes at a time! We want things that are scarce because they are more valuable. The point behind this persuasion tactic is that it’s not about telling people what they’ll gain if they call your company; it’s about what they’ll lose if they don’t. Instead of driving the benefits of calling your team of recruiters, signing up for emails, or searching through the current job openings, show people what they’ll lose if they don’t.
3. Authority — People will follow the lead of credible and knowledgeable experts
Before you try to influence, show others what makes you a credible source in the first place. If your company has grown over the past 20 years, don’t save it for the “about us” page. Put it front and center on your homepage where people will immediately see it. Another great way to show off your expertise is to create a LinkedIn page for your company and for your staffers. Once people see your experience, knowledge, and authority in the field, they will be more likely to trust you.
Before your next meeting or call, ask yourself, “Which of these six tactics would hold the most sway over this particular buyer?” Incorporate your ideas into your marketing strategy, and track the changes in your analytics over the next week. Be sure to visit the blog next week for part two: “3 [More] Things You Never Knew about Persuasion.”
Do you need help persuading clients or candidates? Contact us and put our persuasive industry expertise to work for you
