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This module will lay the key foundations and principles of persuasion, influence, and sales.

They may seem common sense, but are important to remember.

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Persuasion VS Manipulation

The SINGLE difference between persuasion and manipulation is in the INTENTION behind the conversation.

Persuasion = The main goal of helping others to make decisions that are good for them (example: a doctor with a smoking addict or a coaching program salesman)

Manipulation = The main goal of benefiting oneself (the manipulator) at the other's expense (example: toxic friend or bad financial advisor)

The 5 Principles Of Persuasion

1. Reciprocation Bias

Definition: People feel obligated to return favors when they receive something of value, creating a need of balance in social exchanges.

This bias in ingrained in our mind since the caveman days

Examples and Data:

• Research has shown that when restaurants offer a complimentary drink or starter, customers are 20-30% more likely to order additional food, tip 15-18% more, and are 25-40% more likely to return within the next month.
• This principle is widely used in marketing and sales—Gary Vee’s strategy of "Give, Give, Give, Then Ask" (which helped generate over $200M) is a great example.
• By giving without expecting anything in return, people often feel a sense of obligation to give back.