Chapter 1: Weapons of Influence
Key points:
- There are automatic behavioral patterns in humans which can be mechanically activated and can be exploited by people who know how to trigger them.
- Example 1: In the clothes industry, it is much more profitable for the sales people to show us the more expensive stuff first so we have a perceived value or anchor.
- Example 2: In real estate, sales people show the lousy flats first so we have an anchor to refer to, then they show the ones that they want to sell.
- Example 3: In the car dealer industry, dealers wait for price to be negotiated before suggesting add-ons independently so they can earn more.
Chapter 2: Reciprocation
Key points:
- The rule for reciprocation is overpowering; for example, people give a "gift" before seeking favor. Some retailers offer free samples of their products.
- The rule invites uninvited debts –Â for example, receipt of gift induces indebtedness.
- The rule can trigger unfair exchanges.
- We should also be aware of reciprocal concessions. A common strategy is the rejection-then-retreat technique: make a larger request that is likely to be rejected, then make a smaller request –Â e.g.: obtain referrals from prospects after rejection.
- How to say No: Determine that the initial offer is a compliance tactic instead of a favor, react accordingly.
To be continued...
