Whether you’re pitching investors or recommending a new idea to your team, influence is everything. The key ingredients include:
- Understanding your audience (see this post about birds)
- Building rapport
- Communicating clearly
- Highlighting what’s in it for them
- And layering in well-chosen persuasion strategies
If you haven’t heard of Robert Cialdini, prepare to have your mind blown. The Arizona-based psychologist published Influence: The Psychology of Persuasion in 1984, and it’s remained a go-to resource for anyone who wants to ethically sway decision-making. His science of persuasion principles are highly relevant, whether you’re presenting to a boardroom, navigating internal buy-in, or negotiating on the home front.
Here’s how to apply Cialdini’s principles to your next pitch:
Consistency: People are more likely to agree to an idea that’s consistent with their past beliefs or decisions. Use it in a pitch: Show how your opportunity aligns with this group’s past decisions. For example, “We saw that you invested in X. This feels like a natural extension of your prior commitment.”
Social Proof: We look to others, particularly peers or aspirational groups, to validate decisions. Use it in a pitch: “We’re already working with companies like X and Y who faced the same challenge.”
Reciprocity: When you offer something first, people are more inclined to return the favor. Use it in a pitch: Share meaningful value up front, such as industry insights, competitive benchmarks, or relevant customer lessons.
Liking: We prefer to work with people we like and who are like us. Use it in a pitch: Research the people in the room and find authentic common ground. When you’re in at the pitch, build rapport by mirroring their style and tone. It may sound creepy, but subtle mirroring works!
Scarcity: This is the FOMO (Fear of Missing Out) principle. People are more likely to get on board if they fear missing out. Use it in a pitch: “The next six months are critical, because this is our best opportunity to expand.”
Unity: We’re more likely to be influenced by those we see as part of our group or tribe. Use it in a pitch: “We’ve been operators, too. We’ve lived this pain firsthand.”
Authority: People are often persuaded when someone they respect is on board. Use it in a pitch: Reference credible advisors, customer endorsements, or demonstrate your authority in the domain.
One final note: These strategies are powerful, but they work best when used sparingly and intentionally.
Think about which 1-2 principles will resonate most with your audience and sprinkle them into your pitch.
