Alumni
Alumni feature dsidhu
University of West London Alumni E-newsletter
Dil Sidhu MBA, MSc (class of '94), MA is National Director , Business Restructuring at BDO LLP. He has been trained and certified by Professor Robert Cialdini to deliver his award-winning Science of Influence and Persuasion materials and will be speaking at a keynote event hosted by University of West London in the new year. In this autumn's edition of the Alumni newsletter, Dil discusses the untaught skills of influence and persuasion:
Influence and Persuasion – Art or Science?
Open the executive appointments pages of any major newspaper and you will come across positions with promises of major responsibility attached to large remuneration packages. Also listed are the attributes and characteristics of the 'perfect' candidate being sought. Common requirements include; MBA or other management qualification, deep and wide sector experience, an ability to motivate teams, leadership skills and quite often, the ability to influence and persuade others. A good business school will provide an MBA or leadership skills training and experience is gained over time but where do you go to learn about being more influential and persuasive?
We all know someone who appears to have been born with the 'gift' of being able to get others to do as they want and always manage to win the argument in their favour. To a large extent we admire these people and their influencing talent. This is partially because influence and persuasion skills have been viewed as a part of a person's personality, a bit like being defined as an introverted or extroverted person. In the world of many management fads and ideas it may sound like just another 'soft skill' concept. However, closer inspection shows it is an idea and approach that has already been embraced by organisations like;
The history of influence and persuasion can be traced back over 4,000 years but the last 60 years of understanding are based on scientific research that supported the birth and growth of marketing concepts. One of the pioneers of this research is Professor Robert Cialdini, former Professor of Marketing and Psychology, at Arizona State University, has spent his career reviewing and researching the things that influence and persuade us and how we can influence and persuade others. His work has included working in organisations where being able to influence and persuade are key to earning a profit.
Roles such as:
As you would expect there were thousands of influence and persuasion tips, techniques, approaches and styles that persuade customers to agree with the salesperson's pitch or to take action after seeing an advertisement. However, they all fit into just six universal principles of persuasion that have been verified by scientifically based research findings.
The six principles are:
The principle of reciprocity states that we are much more likely to give back to others who have given to us first. In many businesses this equates to the giving of corporate gifts and in personal life this is translates into the fact that we are more likely to send someone a greeting card if they have sent us one first.
Scarcity
People are significantly more likely to want something when they know that it is in short supply. This principle is well travelled and can be seen at Christmas time when the 'must have' toy is in short supply and queues of eager parents form to 'get one' for their child before stock runs out. This is also the principle that is used extensively through the use of 'Special' or 'Limited' edition items.
Authority
When someone who is an authority on a subject, for example a doctor speaking about a particular illness and the cures available, we are much more likely to listen to that person and take their advice. In our busy lives we look to figures of authority to show us what the right choice is for many things from consumer goods to holiday recommendations. This is why sales of golf clubs and sports attire recommended by Tiger Woods will see a significant increase in sales versus those featuring an anonymous golfer.
Consensus
When a product, like a particular cat food brand , claims that, 'eight out of 10 cat owners' prefer its' product then they are using consensus to get the majority view on their side. Similarly, when we need to make a choice quickly and are provided with information that shows us what others like ourselves are doing we are more likely to fall into line and do the same.
Commitment
This principle of (also known as Consistency) is when we start with a small step in order to gain an initial commitment. For instance, when residents on an estate complex were asked to sign a petition supporting a new recreation centre 92% of them later donated money to the same cause.
Liking
Simply put, people like those like them who also like them! Creating early bonds with others will help establish goodwill and trustworthiness. The world's most successful salesperson attribute's the liking principle as his key differentiator to doing business.
The good news is that because the principles of influence and persuasion are based on hard science they can be replicated and this means others can use them too.
Through the application of the principles we can all be more influential and persuasive in our business and personal lives. The concept has been received well and features as one of Harvard Business Review's 'Breakthrough Ideas for Business' as well as being the topic of Professor Cialdini's two million selling; Influence: Science and Practice which still features in the New York Times Business Bestseller List.
Dil Sidhu MBA, MSc (class of '94), MA is National Director , Business Restructuring at BDO LLP. He has been trained and certified by Professor Robert Cialdini to deliver his award-winning Science of Influence and Persuasion materials and will be speaking at a keynote event hosted by University of West London in the new year. In this autumn's edition of the Alumni newsletter, Dil discusses the untaught skills of influence and persuasion:
Influence and Persuasion – Art or Science?
Open the executive appointments pages of any major newspaper and you will come across positions with promises of major responsibility attached to large remuneration packages. Also listed are the attributes and characteristics of the 'perfect' candidate being sought. Common requirements include; MBA or other management qualification, deep and wide sector experience, an ability to motivate teams, leadership skills and quite often, the ability to influence and persuade others. A good business school will provide an MBA or leadership skills training and experience is gained over time but where do you go to learn about being more influential and persuasive?
We all know someone who appears to have been born with the 'gift' of being able to get others to do as they want and always manage to win the argument in their favour. To a large extent we admire these people and their influencing talent. This is partially because influence and persuasion skills have been viewed as a part of a person's personality, a bit like being defined as an introverted or extroverted person. In the world of many management fads and ideas it may sound like just another 'soft skill' concept. However, closer inspection shows it is an idea and approach that has already been embraced by organisations like;
- Microsoft
- AstraZeneca
- IBM
- The Home Office
- Merrill Lynch
- KPMG LLP
- Berkshire Hathaway
The history of influence and persuasion can be traced back over 4,000 years but the last 60 years of understanding are based on scientific research that supported the birth and growth of marketing concepts. One of the pioneers of this research is Professor Robert Cialdini, former Professor of Marketing and Psychology, at Arizona State University, has spent his career reviewing and researching the things that influence and persuade us and how we can influence and persuade others. His work has included working in organisations where being able to influence and persuade are key to earning a profit.
Roles such as:
- an advertising copywriter
- US Army recruiter
- real estate agent
- car salesman
- insurance services salesman
- even working with California based cults
As you would expect there were thousands of influence and persuasion tips, techniques, approaches and styles that persuade customers to agree with the salesperson's pitch or to take action after seeing an advertisement. However, they all fit into just six universal principles of persuasion that have been verified by scientifically based research findings.
The six principles are:
- reciprocity
- scarcity
- authority
- consensus
- commitment
- liking.
The principle of reciprocity states that we are much more likely to give back to others who have given to us first. In many businesses this equates to the giving of corporate gifts and in personal life this is translates into the fact that we are more likely to send someone a greeting card if they have sent us one first.
Scarcity
People are significantly more likely to want something when they know that it is in short supply. This principle is well travelled and can be seen at Christmas time when the 'must have' toy is in short supply and queues of eager parents form to 'get one' for their child before stock runs out. This is also the principle that is used extensively through the use of 'Special' or 'Limited' edition items.
Authority
When someone who is an authority on a subject, for example a doctor speaking about a particular illness and the cures available, we are much more likely to listen to that person and take their advice. In our busy lives we look to figures of authority to show us what the right choice is for many things from consumer goods to holiday recommendations. This is why sales of golf clubs and sports attire recommended by Tiger Woods will see a significant increase in sales versus those featuring an anonymous golfer.
Consensus
When a product, like a particular cat food brand , claims that, 'eight out of 10 cat owners' prefer its' product then they are using consensus to get the majority view on their side. Similarly, when we need to make a choice quickly and are provided with information that shows us what others like ourselves are doing we are more likely to fall into line and do the same.
Commitment
This principle of (also known as Consistency) is when we start with a small step in order to gain an initial commitment. For instance, when residents on an estate complex were asked to sign a petition supporting a new recreation centre 92% of them later donated money to the same cause.
Liking
Simply put, people like those like them who also like them! Creating early bonds with others will help establish goodwill and trustworthiness. The world's most successful salesperson attribute's the liking principle as his key differentiator to doing business.
The good news is that because the principles of influence and persuasion are based on hard science they can be replicated and this means others can use them too.
Through the application of the principles we can all be more influential and persuasive in our business and personal lives. The concept has been received well and features as one of Harvard Business Review's 'Breakthrough Ideas for Business' as well as being the topic of Professor Cialdini's two million selling; Influence: Science and Practice which still features in the New York Times Business Bestseller List.
Dil Sidhu
Alumni
