Discover how to ethically influence clients and team members using Robert Cialdini's seven principles of persuasion. Guest Tara Landes, a certified Cialdini trainer and business systems expert, breaks down these powerful psychological triggers that can transform your sales process, pricing strategy, and company culture. Learn how small, strategic changes in your communication can lead to significant improvements in customer acquisition and team engagement.
What You’ll Learn
- The seven principles of persuasion and how they apply to your contracting business
- How to ethically influence clients without manipulation
- Practical ways to raise prices without losing customers
- Strategies to retain valuable employees who might otherwise leave
- Simple techniques to differentiate yourself from competitors
Time Stamps
- 01:14 - Episode Intro
- 01:42 - Guest Intro
- 03:13 - The Basics of Influence and Persuasion
- 06:21 - Ethical Persuasion Defined
- 07:08 - Principle 1: Reciprocity
- 11:31 - Principle 2: Liking
- 13:53 - Principle 3: Unity
- 17:24 - Principle 4: Social Proof
- 20:05 - Principle 5: Authority
- 21:53 - Principle 6: Consistency
- 28:15 - Principle 7: Scarcity
- 30:50 - Applying Scarcity in Sales
- 33:32 - Core Motives in Persuasion
- 35:44 - Implementing Foundational Systems with Bellrock
- 39:53 - Addressing Toxic A-Players
- 41:54 - Retaining Sales Talent
- 45:16 - Raising Prices and Customer Retention
- 48:42 - The Power of Personalized Gifts
- 52:43 - Engaging with Bell Rock Consulting
- 54:39 - Conclusion and Final Thoughts
Snippets from the Episode
- If you're trying to get someone to do something that isn't in their best interest, I'd call that manipulation. If it's good for you and it's good for me, then it's ethical persuasion.— Tara Landes
- Instead of asking for people's opinions or feedback, ask them for advice. When you ask for an opinion, you're creating a critic. When you ask for advice, you're co-creating, and you're both wanting to win.— Tara Landes
Key Takeaways
- The relationship principles
- The uncertainty principles
- The motivational principles
- Making gifts personal and meaningful
- Creating paths to ownership for employee retention
- Activating scarcity by showing what customers stand to lose
- Using authority in customer introductions
Resources
More from Tara Landes
More from Martin Holland
More from Khalil
More from The Cash Flow Contractor
Connect With Us
Ready to apply these principles in your contracting business? Visit cashflowcontractor.com to learn more about our coaching programs and resources. Don't forget to subscribe, leave a review, and share this episode with fellow contractors who want to improve their sales process and team management.
