Influence: The Ultimate Power Tool


What does scientific research tell us about the persuasive approaches that make people most likely to say yes to requests? How can we use this research ethically and effectively?


Weaving compelling stories with evidence-based statistics makes this keynote program memorable and immediately applicable. Dr. Cialdini identifies and explains the six universal principles of persuasion that move others toward “yes.” Participants receive answers to such questions as:


- What can we do to shorten the time required to develop and deepen relationships with our prospects, customers, and co-workers?


- How can we effectively establish our authority and trustworthiness with those we meet for the first time?


- After we have given, what words can we use to increase dramatically the likelihood that we will receive in return?
- When others are sitting “on the fence,” which principles of persuasion are most likely to spur them to act?


- Which is the most underused, yet effective, principle of persuasion?


Influence During Times of Uncertainty


In today’s uncertain environment, the need for simultaneously effective and ethical influence is necessary, pertinent, and now more vital than ever to our success. During this profound keynote presentation, Dr. Cialdini briefly reviews six research-based universal principles of influence. He focuses on those principles that are most effective during conditions of uncertainty and that leaders can employ to bring about positive and lasting change among individuals, both inside and outside their organizations.


Leadership Through the Power of Persuasion


In his keynote presentation, Dr. Cialdini extracts from this formidable body of work the six universal principles of influence – those that are so powerful they generate desirable change in the widest range of circumstances. The principles are:


- Reciprocation: People are significantly more willing to comply with requests (for favors, services, information, concessions, etc.) from a leader who has provided such things first.


- Commitment/Consistency: People are more willing to be moved by a leader if they see the change as consistent with commitment they have previously and publicly made.


- Authority: The particular combination of expertise and trustworthiness renders a leader the most persuasive communicator science has ever uncovered.


- Social Validation: People are more willing to perform a recommended action if a leader provides evidence that many others are performing it.


- Scarcity: People find recommended opportunities more attractive to the degree that a leader can honestly position them scarce, rare, or dwindling in availability.


- Liking: People say yes to the leaders they like.


Dr. Cialdini’s presentation illustrates how these six principles have been and can be harnessed to meet specific influence objectives. He emphasizes the non-manipulative use of the principles so that those who are influenced feel personally committed to the new direction and to their relationship with the leader. It is only in this fashion that the influence process can be simultaneously effective, ethical, and enduring. And it is only in this fashion that it can enhance a lasting sense of partnership between those involved.


The Power of “WE”


This unique keynote presentation explores what scientific research demonstrates about the ability of certain relationships (labeled “We” relationships) to facilitate our goals. Dr. Cialdini skillfully interprets the implications of “We” relationships both inside and outside the organization. Audience members learn the answers to such questions as:


- What can change rivals to make them want to work together?


- What can make seemingly unrelated, angry people bond together to accomplish meaningful goals?


- What can make a negotiation more satisfying and come to fruition faster?


- What simple statement can lead to a “We” relationship?


- What simple request can do the same?


- How can this be accomplished ethically and effectively in business settings?


What makes us a “We”? The Power of “We” shows how to develop, engage, and focus relationships for optimal working success.


Yes! – Proven Ways to Become More Persuasive


“Yes!” It’s one of the simplest words in our language. But, arranging to hear it from colleagues, clients, customers, and even family members is not simple at all—at least not without knowing certain secrets of the persuasion process. The dual purpose of this program is to reveal a valuable set of these powerful secrets to participants and to do so in a way that will enable them to achieve their professional goals more rapidly.


This keynote speech emphasizes how participants can increase the likelihood of “Yes!” without having to change the features and merits of their case, but rather by changing only—and more persuasively—the way they present those features and merits. This program is of particular benefit to those individuals and organizations that have a strong case to make but have not realized an equivalent return because critical others have not been convinced to open their ears and minds fully to that strong case. The secrets of persuasion covered in the program are specifically designed to open such ears and minds.


So that participants can implement the program material immediately and with confidence, its content is scientifically grounded, ethically appropriate, not widely known, and can involve small changes in practice.


Building Trust Through Influence


It is through the influence process that we generate and manage change. Like most things, the process can be handled poorly or well. It can be employed to foster growth and to move people away from negative choices and in more positive directions, thereby creating the conditions for new change opportunities. Or, it can be used clumsily, reducing the chance for genuine movement and, in the worst of cases, boomeranging into conflict and resentment.


In this presentation, Dr. Robert B. Cialdini first describes the six universal principles of influence—those that are so powerful they generate desirable change in the widest range of circumstances. The principles are: Liking, Authority, Consensus, Scarcity, Reciprocation, and Consistency. Dr. Cialdini’s presentation next focuses on how the first three of these principles can be harnessed to meet specific, mutually beneficial objectives by building trust. Throughout, Dr. Cialdini emphasizes the ethical use of the principles so that those who are influenced feel personally committed to the change and come to trust (appropriately) that their advisor/partner will continue to counsel them correctly. It is only in this fashion that the influence process can be simultaneously effective, ethical, and enduring. And, it is only in this fashion that it can enhance a lasting sense of partnership between those involved in the exchange.