Pre-Suasion: A Revolutionary Way to Influence and Persuade by Robert Cialdini (E

Description: Pre-Suasion by Robert Cialdini Examines the art of effective persuasion to argue that its secret lies in a key moment before messages are delivered, sharing strategies for how to psychologically prepare ones listeners to render them most receptive. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher Description The acclaimed New York Times and Wall Street Journal bestseller from Robert Cialdini--"the foremost expert on effective persuasion" (Harvard Business Review)--explains how its not necessarily the message itself that changes minds, but the key moment before you deliver that message. What separates effective communicators from truly successful persuaders? With the same rigorous scientific research and accessibility that made his Influence an iconic bestseller, Robert Cialdini explains how to prepare people to be receptive to a message before they experience it. Optimal persuasion is achieved only through optimal pre-suasion. In other words, to change "minds" a pre-suader must also change "states of mind." Named a "Best Business Books of 2016" by the Financial Times, and "compelling" by The Wall Street Journal, Cialdinis Pre-Suasion draws on his extensive experience as the most cited social psychologist of our time and explains the techniques a person should implement to become a master persuader. Altering a listeners attitudes, beliefs, or experiences isnt necessary, says Cialdini--all thats required is for a communicator to redirect the audiences focus of attention before a relevant action. From studies on advertising imagery to treating opiate addiction, from the annual letters of Berkshire Hathaway to the annals of history, Cialdini outlines the specific techniques you can use on online marketing campaigns and even effective wartime propaganda. He illustrates how the artful diversion of attention leads to successful pre-suasion and gets your targeted audience primed and ready to say, "Yes." His book is "an essential tool for anyone serious about science based business strategies...and is destined to be an instant classic. It belongs on the shelf of anyone in business, from the CEO to the newest salesperson" (Forbes). Author Biography Robert Cialdini is recognized worldwide for his inspired field research on the psychology of influence. He is a New York Times bestselling author. His books, including Influence, have sold more than three million copies in thirty-three languages. Dr. Cialdini is Regents Professor Emeritus of Psychology and Marketing at Arizona State University and the president and CEO of Influence at Work, an international company that provides keynotes and influence training on how to use the lessons in Dr. Cialdinis books ethically and effectively. Review "Robert Cialdini is perhaps the foremost expert on effective persuasion....Cialdini s latest book, Pre-Suasion, builds on that work, arguing that the best persuaders arent merely eloquent charmers with well- crafted, finely tuned arguments; theyre also creative preparers who focus on finding the best ways to launch their offers and ideas....The book provides a vast catalogue of research and techniques, many of them marketing related."--HARVARD BUSINESS REVIEW"[Pre-Suasion] is sure to be an important contribution to the fields of social psychology and behavioral economics...detailed, readable, and fascinating, this book may cause the reader to wonder whether unbiased decisions are possible."--Publishers Weekly"A fascinating and engaging glimpse into the world of persuasion, and its a lot more pervasive and evanescent than we might think."--BizEd"An utterly fascinating read on how the most important drivers of persuasion arent the words we choose in the moment, but how we set the stage beforehand. Robert Cialdini is the worlds foremost expert on influence, and you will never look at it the same way again."--Adam Grant, professor of Management and Psychology at the Wharton School, and author of Originals and Give and Take"Best Sales and Marketing Book of 2016."--Geoffrey James, Inc.com"Books employing social science are very popular these days, but so are books on workplace culture. Pre-Suasion reminds us that there is a connection between the two, that using insights from behavioral science and social psychology can yield huge dividends if used accordingly and ethically."--800CEOREAD"Digging down into how people make decisions at a primitive level is the specialty of author Robert Cialdini, a guru to salesmen and marketers since the publication of his 1984 book Influence. In his new book Pre-Suasion: A Revolutionary Way to Influence and Persuade, he returns with more tips about how to slither your way into peoples minds and rearrange what you find there."--New York Post"Exhaustively reviews the research not on how to influence others but on how to make people ready to be influenced....chapter after chapter piles on the experimental evidence from the field and the lab....Scholars, teachers and researchers will find the endnotes invaluable, because here, with his usual clarity and charm, Mr. Cialdini addresses academic concerns--such as the debate about the persistence and strength of change that can be produced in a brief lab study or field intervention--and explains many studies in detail, with more anecdotes to illustrate them....the overall message of this book is compelling."--The Wall Street Journal"Extends the science of persuasion in several important ways....an essential tool for anyone serious about science-based business strategies. Pre-Suasion is well worth the long wait, and is destined to be an instant classic. The book belongs on the shelf of anyone in business, from the CEO to the newest salesperson."--Forbes"Fascinating and useful read. An instant classic."--Michael Mauboussin"No psychologists research has been used more often or successfully than that of Robert Cialdini, who literally "wrote the book" on influence. Now, hes done it again, showing us the power of the moment before an attempt to persuade. This is classic Cialdini--authoritative, original, and immediately practical."--Richard H. Thaler, Charles R. Walgreen Distinguished Service Professor of Behavioral Science and Economics at The University of Chicago Booth School of Business, co-author of Nudge, and author of Misbehaving"Robert Cialdinis Influence is, by a wide margin, the book that I recommend most often. Pre-Suasion may be even more shockingly insightful."--Chip Heath, Professor of Organizational Behavior at Stanford Graduate School of Business, and co-author of Switch and Made to Stick"The great social psychologist RobertCialdini has written another timeless and indispensable book about thepsychology of influence. Ill be recommending it for years and years."- Amy Cuddy, author of Presence Review Quote "The great social psychologist RobertCialdini has written another timeless and indispensable book about thepsychology of influence. Ill be recommending it for years and years." - Amy Cuddy, author of PRESENCE Excerpt from Book Pre-Suasion PRE-SUASION: An Introduction As a kind of secret agent, I once infiltrated the training programs of a broad range of professions dedicated to getting us to say yes. For almost three years, I recorded the lessons taught to aspiring automobile salespeople, direct marketers, TV advertisers, frontline managers, charity fund-raisers, public relations specialists, and corporate recruiters. My intent was to find out which practices worked time after time. So I answered the organizations ads for trainees or otherwise arranged to be present in their classrooms, notebook in hand, ready to absorb the wisdom born of long-standing experience in the business of persuasion. In these programs, advanced trainees were often allowed to accompany and observe an old pro who was conducting business. I always jumped at those opportunities because I wanted to see if I could register not just what practitioners in general did to succeed but also what the best of them did. One such practice quickly surfaced that shook my assumptions. Id expected that the aces of their professions would spend more time than the inferior performers developing the specifics of their requests for change: the clarity, logic, and desirable features of them. Thats not what I found. PRE-SUASION The highest achievers spent more time crafting what they did and said before making a request. They set about their mission as skilled gardeners who know that even the finest seeds will not take root in stony soil or bear fullest fruit in poorly prepared ground. They spent much of their time toiling in the fields of influence thinking about and engaging in cultivation--in ensuring that the situations they were facing had been pretreated and readied for growth. Of course, the best performers also considered and cared about what, specifically, they would be offering in those situations. But much more than their less effective colleagues, they didnt rely on the legitimate merits of an offer to get it accepted; they recognized that the psychological frame in which an appeal is first placed can carry equal or even greater weight. Besides, they were frequently in no position to tinker with the merits of what they had to offer; someone else in the organization had created the product, program, or plan they were recommending, often in fixed form. Their responsibility was to present it most productively. To accomplish that, they did something that gave them a singular kind of persuasive traction: before introducing their message, they arranged to make their audience sympathetic to it. Theres a critical insight in all this for those of us who want to learn to be more influential. The best persuaders become the best through pre-suasion--the process of arranging for recipients to be receptive to a message before they encounter it. To persuade optimally, then, its necessary to pre-suade optimally. But how? In part, the answer involves an essential but poorly appreciated tenet of all communication: what we present first changes the way people experience what we present to them next. Consider how a small procedural difference has improved the bottom line of the consulting business of a Toronto-based colleague of mine. For years, when bidding on a big project, it wasnt unusual to get price resistance from the client, who might propose a 10 percent or 15 percent reduction. That was frustrating, he says, because he never felt comfortable padding the budget to cover this kind of potential pushback on costs. If he did agree to the cut, his profit margin became so thin it barely paid to take the business. If he didnt acquiesce, he either lost the job or produced partners who were initially disgruntled because he wasnt willing to work with them on price. Then, during one proposal meeting, he accidentally hit upon a maneuver that rid him of the problem forever. It wasnt a step-by-step attempt to specify or justify each of the expenses involved in his services; hed long since given up on that approach, which only brought scrutiny to the bill. Instead, after his standard presentation and just before declaring his ($75,000) fee, he joked, "As you can tell, Im not going to be able to charge you a million dollars for this." The client looked up from the written proposal hed been studying and said, "Well, I can agree to that!" The meeting proceeded without a single subsequent reference to compensation and ended with a signed contract. My colleague claims that this tactic of mentioning an admittedly unrealistic price tag for a job doesnt always win the business--too many other factors are involved for that--but it almost always eliminates challenges to the charges. Although he stumbled onto it, my friend is not alone in experiencing the remarkable effects of merely launching a large number into the air and, consequently, into the minds of others. Researchers have found that the amount of money people said theyd be willing to spend on dinner went up when the restaurant was named Studio 97, as opposed to Studio 17; that the price individuals would pay for a box of Belgian chocolates grew after theyd been asked to write down a pair of high (versus low) digits from their Social Security numbers; that participants in a study of work performance predicted their effort and output would be better when the study happened to be labeled experiment twenty-seven (versus experiment nine); and that observers estimates of an athletes performance increased if he wore a high (versus low) number on his jersey. Whats more, the potent impact of what goes first isnt limited to big initial numbers. Other researchers have shown that just after drawing a set of long lines on a sheet of paper, college students estimated the length of the Mississippi River as much greater than those who had just drawn a set of short lines. In fact, the impact of what goes first isnt limited to numerics at all: customers in a wine shop were more likely to purchase a German vintage if, before their choice, theyd heard a German song playing on the shops sound system; similarly, they were more likely to purchase a French vintage if theyd heard a French song playing.2 So its not one particular experience that guides whats done later. It can be exposure to a number, the length of a line, or a piece of music; and, as we will see in later chapters, it can be a brief burst of attention to any of a variety of selected psychological concepts. But, because this book is mainly about the things that enhance persuasion, those chapters give special treatment to the concepts that most elevate the likelihood of assent. Its important here to take note of my choice of the word likelihood, which reflects an inescapable reality of operating in the realm of human behavior--claims of certainties in that province are laughable. No persuasive practice is going to work for sure whenever it is applied. Yet there are approaches that can consistently heighten the probability of agreement. And that is enough. A meaningful increase in those odds is enough to gain a decisive advantage. In the home, its enough to give us the means to get greater compliance with our wishes--even from that most resistant of all audiences: our children. In business, its enough to give organizations that implement these approaches the means to outpace their rivals--even rivals with equally good cases to make. Its also enough to give those who know how to employ these approaches the means to become better, even best, performers within an organization. Take, for instance, one such best performer (we can call him Jim because, what the heck, that was his name) who worked for a firm whose training program I had entered to study. The company made expensive, heat-activated fire alarm systems for the home, and Jim was its top salesperson. He didnt win every sale, of course, but the likelihood that he would emerge from a sales call with a signed contract was, month after month, better than his counterparts. After an initial period of classroom instruction, I was assigned to spend the next several days accompanying various salespeople, to learn how they approached the selling process. This always involved an in-home visit to a family that had scheduled an appointment for a presentation. On account of his star status, I looked closely at Jims technique. One practice stood out as central to his success. Before beginning his sales effort, he established an aura of trust with the family. Trust is one of those qualities that leads to compliance with requests, provided that it has been planted before the request is made. Despite the mountains of scientific reports and scores of books that have been written making that point and suggesting ways to achieve trust, Jim accomplished it in a fashion Ive not seen in any of them. He did it by pretending to be a bit of a screwup. The sales sequence taught to all company representatives was fairly standard to the industry. After making small talk to build rapport, the prospects (usually a couple) were given a timed ten-minute written test of fire safety knowledge designed to reveal how little they knew about the actual dangers of a home fire. Then, at the completion of the test, representatives began the active sales pitch by demonstrating the alarm system and walking prospects through a book of materials documenting the systems superiority to all others. Everyone else brought the book into the house from the start and kept it close by, ready for use. Not Jim, though. He would Details ISBN1501109804 Author Robert Cialdini Short Title PRE-SUASION Pages 432 Publisher Simon & Schuster Language English ISBN-10 1501109804 ISBN-13 9781501109805 Format Paperback DEWEY 153.852 Illustrations Yes Year 2018 Publication Date 2018-06-05 Subtitle A Revolutionary Way to Influence and Persuade Imprint Simon & Schuster Place of Publication New York Country of Publication United States Audience General US Release Date 2018-06-05 UK Release Date 2018-06-05 We've got this At The Nile, if you're looking for it, we've got it. 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