Issue link: http://read.uberflip.com/i/536739
22 / JULY.AUGUST.2015 RINKMAGAZINE.COM 1 2 I n business today, effective influ- ence is essential. Want your ideas implemented? You must influence others to act on them. Want more clients? You must influence people to buy from you. Want more advancement or responsibility? You must influence execu- tives to see the value you offer. And to be an effective leader you must be able to influence others. In all respects, being able to influence others is the ultimate power tool. So, what makes people say "yes" to your requests? Researchers have been studying influence for more than 60 years. While it's nice to think that we are all logical beings who study facts and information to guide our thinking and decision making process, scientific research shows other- wise. These six proven universal principles of persuasion, when used ethically, can influence others to change their behavior. 1. Reciprocity There's a powerful rule that says that we should try to repay what others have done for us. If someone gives us a gift, we feel compelled to give a gift in return. If some- one extends us an invitation, we should extend one to them. And if someone does us a favor, we owe them a favor in return. By virtue of the reciprocity principle, peo- ple feel obligated to the future repayment of items, actions, favors and gifts. Reciprocity is initiated in business every day, even if you don't immediately recognize it. From suppliers sending relevant industry- specific information to clients, to managers providing personalized guidance, to co- workers helping each other meet a deadline, reciprocity can be initiated in many ways. The key to effectively using reciprocity is to be the first to give, and be sure that your "gift" is personalized and unexpected. 2. Scarcity Have you ever noticed that people seem to want more of those things they can have less of? That's the scarcity principle at work. Marketers know the power of this principle, which is why their ads often by DR. ROBERT CIALDINI Influence: The Ultimate Power Tool PHOTOS: BIGSTOCKPHOTO.COM //