4.7 Cialdini's Principles of Influence - Part 2

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来自 Arizona State University 的课程

商务英语课程:市场与营销英语 Marketing & Sales

1 个评分

Arizona State University

商务英语课程:市场与营销英语 Marketing & Sales

1 个评分

课程 3（共 4 门，Specialization 商务英语课程 Business English）

如果你在营销、销售或是广告部工作，你已经知道有效率的沟通是必要的。当你要用英文并用说服他人的方式来表达你的想法，这可能会是很困难的。在本课程，你和全球的成功专业人士加入学习行列时，你将学到有效地使用英文。当你随着在营销部工作的真实情境的人物，看着他们努力地提升他们的沟通技巧，同时你也会提高你的能力。从你的成功和失败的经验中学习，反省你自己的沟通方式、优点和需改进的方面。上完本课程后，你将能够: ● 透过有效率的电子邮件、报告和有说服力的简报来表达你的想法 ● 学习有关市场调查研究、品牌建立，直接营销和广告费用等字汇和用语 ● 对于你商务英语沟通能力的效率，立即获得全世界的销售和营销专业人士的回馈 ● 成为提升商务英语沟通能力全球商务专业人士社群的一份子 If you work in marketing, sales, or advertising, you already know that effective communication is a requirement. This can be even more difficult when expressing your ideas in a persuasive manner in English. In this course, you will learn to use English more efficiently while joining successful global professionals around the world. Develop your skills along with authentic characters that work in marketing and also work hard to improve their communication skills. Learn from your successes and failures, reflect on your own style, strengths, and improvement areas. After taking this course, you will be able to: ● Express your ideas through efficient emails, reports and persuasive presentations ● Learn words and phrases related to market research, branding, direct marketing, advertising costs, etc. ● Get instant feedback about the efficiency of your business communication skills in English from sales and marketing professionals from around the world ● Become part of a global community of business professionals who are developing their English communication skills

从本节课中

说服术 Persuasive Techniques

在这周结束时，你将会对罗伯特．席尔迪尼，以及他的六大说服通用原则很熟悉。如何让你的顾客顺从别人点头说「是」?当杰克和珊蒂讨论这些原则时，这些问题都将会一一回答。 By the end of this week you will be familiar with Dr. Robert Cialdini and his six principles of persuasion. How do you get your customers to say “yes” in an ethical and honest way? This and more will be answered as Jake meets with Sandy to discuss these principles.

4.4 Cialdini's Principles of Influence - Part 16:28

4.7 Cialdini's Principles of Influence - Part 26:31

与讲师见面

Andrea Mürau Haraway
International Educator
Arizona State University, Global Launch
Wanda Huber
International Educator
Arizona State University Global Launch
Jenny Young
International Educator
Arizona State University Global Launch
Beatriz Fuentes-Anderson
International Educator
Arizona State University Global Launch

Hello, and welcome back to English for Marketing and Sales.

In the last video, we shared three of Cialdini's six principles of influence,

reciprocity, social proof, and consistency.

In this video, we'll discuss the final three, liking, authority, and scarcity.

The fourth principle is liking.

In short, we prefer to do things for people we know and like or

find attractive, and that's probably obvious.

What's less obvious is that this also includes people who seem similar to us and

people who give us compliments.

Even something as simple as having the same first name

can influence your decision in their favor.

Just yesterday, I caught myself falling into that name trap.

I was reading reviews of a restaurant online, and

my eye locked on a review by someone who shared my name, Andrea.

Almost before I could recognize it,

I was giving more credibility to her review, simply because we shared a name.

That's crazy.

An example of how liking is used in marketing is the About Us section of

any company website, where they tell the story of the company and its key people.

Or the salesperson in a clothing store who compliments you on how great

you look in the suit you're trying on.

Any social media presence a company has is designed to establish connections and

conversations with customers.

How can you use the liking principle ethically?

Don't fake it.

Look for real similarities.

Identify areas of common interest and offer genuine praise.

The fifth principle is authority.

In general, people respect and follow authority.

Authority can be represented by titles,

uniforms or other indicators of power such as expensive clothing or cars.

Arguably, the most famous example of this was Stanley Milgram's findings

in 1974 based on experiments where participants were asked to give gradually

increasing shocks to an unseen individual in spite of screams of pain.

A shocking 65% continued to give these

shocks even after they expressed distress and concern about the task.

They continued simply because a man in a lab coat told them they must continue.

An example of authority as it applies to power

was a study done in 1968 which discovered that half of the cars that were

stuck behind a luxury car at a green light would wait patiently.

On the other hand nearly everyone

stuck behind an economy car at a green light would honk their horn.

An example of authority in marketing today is curation.

Curation is when an expert will select, organize, or present material.

A bookstore may have staff select books and

display them on a special shelf called Staff Picks

to help customers decide on which book to buy from the thousands in the store.

Another example of authority in marketing

is Bio-Dent may advertise that dentists recommend their toothpaste.

Or a financial adviser might decorate his office with luxurious,

expensive furniture to make you think well, this guy knows how to make money.

Authority can be tricky to implement personally.

Declaring your expertise to your colleagues can appear boastful, but

legitimate expertise is very beneficial to an organization.

But others are often unaware of it.

So look for informal encounters like a work dinner or

some other getting-to-know-you opportunity as a way to establish expertise

in the course of casual conversation.

The sixth and final principle is scarcity.

Very simply, this has to do with supply and demand.

The less there is of something, the more we want it.

The marketing tactics used with scarcity are deadlines and limited number.

So a sale may end at a certain time.

Or there may only be a certain number of items for purchase.

Get yours now.

I was fooled by a going out of business sign in a shop

while I was on vacation in another city.

I bought a number of items that I thought were really well-priced.

A few years later, I happened to be in the same city, and

I noticed the same store still going out of business three years later.

Another example of scarcity is when I go online to purchase airline tickets.

As I'm deciding on which flight to choose, I can see only two tickets left, and

I think, I better buy now before I lose my chance.

A final example of scarcity is the seasonal availability.

In the United States, in the fall and

only in the fall, Starbucks offers pumpkin spice lattes.

People go crazy for it, and then it's gone for another year.

So how do you use the scarcity principle ethically?

Very simple, don't lie.

Be honest about the scarcity.

Share exclusive information when you're able as a means of helping keep others

informed.

Let's quickly review Cialdini's last three principles.

The liking principle means we like to do things for people who like us.

The authority principle means we defer to the expertise of those who know more.

And finally, the scarcity principle means we want more of what we can't have.

Going forward, look for examples of these principles of influence in action.

And share them with us in the discussion boards.

Perhaps you were influenced, or

perhaps you were able to implement a principle with success.

Either way, sharing your experiences can help deepen our understanding of

how these principles work.

Thanks for watching English for Marketing and Sales.

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