6 Basic Principles of Convincing Customers

6 universal principles that guide human behavior are as follows: Responding, Absence, Authority, Consistency and Commitment, Liking, Social Evidence

6 Basic Principles of Convincing Customers

Researchers have been studying the reasons why we say "yes" to what others want for over 60 years. Undoubtedly, by looking at the researches in this field, we can understand more clearly how we are convinced and how we can persuade others.

According to research, 6 universal principles that guide human behavior are as follows:

Consistency and Commitment
Social Evidence

Understanding these six basic principles and taking them into our lives within the ethical framework will visibly increase your chances of persuading people with your thoughts.

Let's take a closer look at these six basic principles that you can use to persuade anyone:

The Absence (Famine) Principle

It is a basic equation of life that people want to have more of the rare things.

London-New York flight tickets were quickly sold out the next day, when British Airways announced in 2003 that it had reduced its London-New York flight from two flights a day to one flight for economic reasons.

The speedy running out of tickets was not due to differences in flight quality. Obviously, neither the plane was flying faster nor the service provided by the airline was better. The only reason the tickets were in higher demand is because fewer tickets are now being sold. And as a result, people were more attracted to the dwindling resource as the resource dwindled.

In short, if you want to persuade people using the "absence" principle, what you need to do is quite simple. It is not enough to tell people how right it is for people to choose your service or products. You need to tell people why the service or product you offer is different from their market equivalents and what they will lose by not choosing your product.

The Principle of Reciprocity

Simply put, people want to give the same response to an act, action, or service done to them. This is kind of an inherent impulse in man.

For example, if a friend invites you to a birthday party, there is an unwritten conditioning that requires you to invite that friend to your own birthday party in the future. Just as if a colleague does you a favor, you owe that friend a favor. In the context of social conditioning, people tend to say "yes" to people they owe money to.

One of the best examples of the principle of reciprocity is a study conducted in several restaurants. Let us explain it this way: when you go to a restaurant, it is certain that the waiter makes a delicacy before or after the meal and offers sugar or tea.

Now let's come to our question: Does the tea or sugar that the waiter offers you have an effect on the tip you will leave to your waiter? Although most people answer "no" to this question, the results of the studies reveal a surprising truth. According to the study, there is a 3% increase in tips from waiters who offer tea to customers after their meals.

Interestingly, if the offerings are doubled, the increase in tips does not double. The rate of increase in tips increases exactly 4 times to 14%. But what's more interesting is that if the waiter offers a tea and walks away from the table, but comes back soon and offers a cookie, the tips go up by 23%, to be exact. But the key point here is that the important thing is not how much is served, but how it is served!

Authority Principle

People often tend to follow the advice of trusted, knowledgeable, experienced and expert people.

Take physiotherapists, for example. If a physiotherapist displays his diplomas and certificates on the wall of his office, the exercise programs he offers will appear more reliable, so patients are more likely to apply these exercise programs.

What science tells us about this subject is that before you can convince someone about something, you have to show that person what makes you reliable, knowledgeable and experienced. Of course, this may not be as easy to implement as I explained. Because telling your potential customers how great you are can be odd. That's why someone else has to do it for you. Surprisingly, science tells us that the person presenting you needs to be someone connected to you in some way, and also to give the image that they are competent in the relevant subject.

Previous work in a real estate office demonstrates the power of this principle. A secretary answers the calls of customers who call the real estate agency to buy a house and then directs them to the real estate agent. However, while directing, he says: "Let me connect you to our real estate consultant Kemal Bey, who has 20 years of experience in the field?

Instead of connecting the client directly to the real estate agent, the secretary's answering the phones in this way initially managed to increase the sales by 15%. An enormous rate for such a small change.


People want to be consistent with what they say or do before and they trust people who are consistent.

Consistency becomes effective when commitments are made and the commitments made are fulfilled. When researchers were asked to put a small post in their garden for a “Drive Safe” campaign in a town, not surprisingly, many said they didn't want to do so in a famous study.

But the vast majority of people living in another town close to that town were willing to hang such a writing sign in their garden, supporting the campaign. Why? Because exactly 10 days ago, they had been asked to hang the text that was requested for the "Drive Safe" campaign on the windows of their homes and most people did not refuse this request. These consistent requests affected people's desires by 400%, as the first post that people were asked to hang was the commitment of the expected second action.

If you want to convince people with the principle of consistency, you must somehow fulfill these commitments by making commitments.

For example, another study asked patients to do so instead of writing the appointments in the appointment book by the nurses on duty. When the patients made their own future appointments in their appointment book, missed appointments at health centers decreased by 18%.

The fifth principle of the art of persuasion, liking!

People tend to say "yes" to people they like or bond with in some way.

So what is the factor that makes one person like the other?

The science that studies persuasion tells us that there are three different factors for us to like one. Looking at these three factors:

We like people who look like us in any way

We like people who compliment us

- We like people who have common goals and we work together on that goal.

With technology, which is the result of modern times, we spend most of our time communicating online instead of communicating face to face with people. You may be wondering how the three factors we mentioned above can benefit us in our online relationships. Take online calls as an example.

Two groups were formed as a result of a series of interviews conducted with graduate students studying at two highly prestigious universities and said to the first group, “Time is money. Get into business before it's too late. " has been called. And 55% of the students in this group agreed after discussing the issue.

To the second group, “Before negotiating, share some personal information among you. Try to find similar properties with the information you share. " and surprisingly 90% of the students in this group managed to reach the same decision.

Try to find common points with those around you and compliment them in order to apply the principle of liking, which is one of the most important principles in your life. Believe you will be surprised when you see the effect.

Last principle: Social Evidence!

When people feel uncertain about what to do, they look at the actions and decisions of others to make a decision.

Maybe you noticed. When you go to a hotel, they usually put a small card in the bathroom to encourage their guests to use their bath towels several times. Many hotels do this by highlighting how reuse has a huge impact on the environment. Which, according to the results, shows that it is a very useful strategy. Because, according to statistical results, with such a small information, the rate of hotel guests using towels more than once increased by 35%. So do you think there is another strategy that works better than this one?

In fact, about 75% of guests staying in a hotel for four days or more use their towels more than once in some way.

What about the small card we put in the room for hotel guests based on our "social proof" principle: "75% of our guests use their towels more than once. Please be a part of this majority. " should we write It seems that when we follow this strategy, the rate increases exactly 26%.

Now imagine the next time you are staying at a hotel and seeing one of these cards. You picked up the card and it says on it: "75% of our guests staying in this room use their towels more than once." What would you think? I'll tell you what you can think of. "I hope these towels are not the same." Like many people, you would think this was an article that had no meaning or effect.

But it seems that changing just a few words to give an honest information about previous guests in the article you write on the card gives a very effective message to the other party. So much so that the towel reuse rate increases by 33%. Science tells us that telling what other people are doing has a greater impact on people than relying on our ability to persuade people.