Mastering the 6 Principles of Persuasion with Gail Rudolph, Part 1

There’s so much more to growing your business than just making that sale. In fact, developing relationships with your customers is at the core of business success. 

Specifically, the Doctor of Influence, Dr. Robert Cialdini, has come up with 6 science-based principles of persuasion, that when used the right way, you’re able to move your influence to a different level with the people you’re with. But used unethically, it could ruin relationships or your ability to do business.

Gail Rudolph, a Cialdini Method Certified Trainer, explains 5 of the 6 Principles of Persuasion on Episode 66 of the Live Life Rich podcast.

1. Scarcity

For instance, if you’re looking to buy something and the salesperson doesn’t tell you they’re not going to make them anymore, then they’ve done you a disservice by not telling you.

2. Reciprocity

Reciprocity is giving a gift and expecting absolutely nothing in return. But you’re giving to enhance the relationship, not to land the sale. So do it from a place where you do not expect anything in return. It is not about manipulation, it is about enhancing the sales relationship and becoming the best version of who you can be and allowing the other person to be the best person they can be.

3. Liking

We prefer to do business with people we know, like, and trust. We actually look for ways to do business with people we like. Find a similarity with the person that you’re working with, and create some way to connect with them.

4. Consensus

When people are unsure of what to do, they’re going to look to see what other people have done. The best example of this is if you go into a new town, and you’re looking for a great place to eat so you check out Yelp. Consensus is huge which we see in testimonies. So make sure you have testimonies that are available for people to see.

5. Authority

Many times we feel that we’re being more humble if we don’t put our certifications out there. But that’s not bragging. You’re actually setting yourself up as an authority in that space because you have specialized training and authority in an area that other people might not have. 

If you want to learn more about the 6 principles of persuasion, check out

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Danny Ozment

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