PRESUASION BY ROBERT CIALDINI

Key Concepts for Mastering the "Privileged Moment"

• The Privileged Moment: This is the window of opportunity where a person is most vulnerable to a specific idea because their attention has been recently directed toward it.
• Directed Attention: The "Basic Principle of Pre-Suasion" states that whatever we focus on becomes more important in our minds. If you make someone think about trust before you show them a contract, they are statistically more likely to sign it.
• The Seventh Principle: Unity: Building on his classic six principles of influence, Cialdini introduces Unity—the idea that we are most easily influenced by those we perceive to be "one of us." This goes beyond similarity to shared identity and kinship.
• Priming the Mind: Using subtle cues—like background music, imagery, or specific opening questions—to put the audience in a state of mind that aligns with your ultimate goal. For example, asking someone "Do you consider yourself adventurous?" makes them much more likely to try a new, unproven product.
• The Power of Geography: Where you are influences what you think. Your physical environment—the art on the walls or the comfort of the chairs—subtly "pre-suades" you by pulling certain thoughts to the forefront of your consciousness.
• The Ethics of Influence: Cialdini emphasizes that while these tools are powerful, they must be used honestly. "Bunglers" fail to use them, "Smugglers" use them deceptively and eventually lose trust, but "Detectors" use them to highlight existing truths to win-win results.

Are you ready to learn the exact question you should ask a prospect at the start of a meeting to make them 77% more likely to agree to your proposal?