Welcome back, and thank you for taking time to review the Key Concepts and Language covered in this module of English for Marketing and Sales. In this module, we're going to analyze how Cialdini's principles of influence are at play in authentic situations. And we'll ask ourselves if the principles are being used ethically. So tell me, how do you feel at this moment? Are you happy with your overall effort in this course and the discussions you participated in? I really hope you were able to take advantage of the discussion forums, because they provided especially rich opportunities for practicing English in the context of marketing and sales. By taking part in these discussion, you prove you can recognize important principles of marketing and sales. Specifically, Cialdini's six principles of influence and persuasion. The analysis, conversations and explanations required in these discussions demonstrate higher ordered thinking that you communicated in English. I applaud you and hope you feel proud of this accomplishment. So tell me, how do you feel now after being recognized for you accomplishments? I suspect that you feel nice, because it feels nice to be acknowledged or to have your hard work validated. I sincerely want you to feel that your effort is worth while. Now, it's true that I am very sincere and it's also true that I consciously use these principles of liking to help you feel validated. It's my hope that you will recognize that you achieved a lot and perhaps we'll feel even more motivated in this course. I get more committed learners, you feel validated and possibly increase your desire to continue on to the end or even the capstone course. In other words, I tried to influence a win win situation, this effort represents an ethical use of Cialdini's principle of liking. Zig Ziglar was a world famous salesperson and motivational speaker. One of his key beliefs was that selling means giving people what they want. We once wrote you will get all you want in life if you help enough other people get what they want. Do you think Ziglars philosophy represents a belief in creating win win or win loose situations? Well definitely win win, right? Why have I spent so much time putting Cialdini's six principles of influence within a win win frame Well, it's because I believe Cialdini's principles are powerful influencers. Because influencing others is a key aspect of marketing and sales, we need tools to ensure that we are always on the right path. Trying to influence win win propositions can keep us on that up half and hopefully lead us closer to achieving success for ourselves and our customers. Let's apply all of this information to real life situations. I'm going to tell you little stories. As you imagine yourself in these situations, try to apply what you know about these principles and the ethical use of influence. In the first situation, you work for an advertising company. You also write a weekly blog post that offers free advice on effect advertising practices. Your manager discovers that in your blog, you give this advice for free. [LAUGH] He feels that information should not be given away, so he tells you to stop. You have to explain to your manager why writing these articles is a good practice based on Cialdini's Psychology of Persuasion. So what do you say? You run an online retail store. You're running a clearance sale of last season's clothes to make room for new inventory. Some lucky person who wears that odd size is going to get an awesome bargain. Have you already identified which principle of influence this shows? I'll give you a hint. The ad for the clearance sale said, limited quantities available for a limited time take and additional 20% off the sale price. I'm sure the word limited convinced you that this example shows the principle of scarcity. Now, let me ask you how do you protect yourself from being influenced by this principal? It's so powerful, because it's so powerful it's important to use it ethically. Remember in this example your having a clearance sale. Even when most of your clearance inventory is gone, you don't indicate that the items are gone until the customer gets all the way to the checkout. This is your practice because you've learned customers will put regular priced items and clearance items in their cart, when they get to the checkout and they find out that the clearance item isn't available, they buy the full priced item. Is this an ethical use of the principle of scarcity or an unethical use of it? Before you answer, let's ask ourselves if it represents a win win or a win lose proposition. Well, if I'm your customer, I'd say I left out. I didn't get the item I wanted to buy at the price I wanted to pay. You win because you lured me to the site with items that were no longer available but still made a sale. So you win, I lose. Using Cialdini's principals, are usually unethical when you set up a win lose situation. You're trying to manipulate your customer. If this continues to happen, do you think your customer will trust you? [LAUGH] Yeah, probably not. We can think of these win lose type situations as being short sighted. They don't promote long term relationships which is another reason to avoid them. So let's review the principles of social proof. You sell a weight loss supplement. You hire the woman who lost 200 pounds on a reality TV show to take your supplement and say that she depends on the supplement to help her keep her weight off. She believes that it has helped her and plans to keep taking it as long as you give it to her for free. Since you hired her as a spokesperson for your product, your sales have gone up and so has your customer satisfaction. How could this situation exemplify social proof? Do you think this is a win win proposition? Take the end video quiz to analyze this further. Now are you getting tired? Well don't give up on me yet. These situations and questions should help you retain this modules content, and do better on your graded quiz. Which principles have we covered so far? Liking, reciprocity, scarcity, and social proof. There are two more. What are they? [LAUGH] Did you say consistency and authority? Excellent work. Bill Nye the Science guy is a comedian, an educator who had a popular TV show on public television and radio for kids in the US. It was popular because he made science interesting, and understandable. His tag line was I'm Bill Nye the Science guy. I have a Masters Degree in Science. With Bill Nye being presented as an authority of all things Science related. This tagline, I have a Masters Degree in Science was humorous or funny. Based on what you know about this authority principle, why is it funny? There's a popular Internet site where people post their opinions about restaurants. I usually go to the site when I choose a new restaurant. So I guess you could say, I'm influenced by social proof. Maybe you do something similar. The other day finishing my meal at a new restaurant, I had an ethical dilemma related to this principle. Here's what happened. The owner came over to our table, I usually appreciate it when the owner text to make sure I had a good experience. But this time the owner brought free dessert and said he would appreciate it if I would post a positive comment about my experience on this site. I didn't know what to do. I didn't intend to post a comment but I like dessert. What should I have done? What do you think the key takeaways of this review lesson are? Reciprocity, consistency, social proof, liking, authority, scarcity, and the principles of persuasion outlined by Cialdini are powerful tools used by marketing and sales professionals to influence customer behavior. Because these principles are so influential, they must be used ethically. Knowing common key phrases for these principles can help you recognize when you yourself are being influenced. Phrases such as limited quantities available for a limited time take, hurry while supplies last all indicate scarcity. Having a win win sales strategy can help you to ensure that your use of these powerful principles of influence are being used ethically. That brings us to the end of this lesson. Looking forward to seeing you again in module five, where we'll be talking about elevator pitches. As always thanks for spending your time here with English for Marketing and Sales, until then.
