You’re at stage 2 of your influence journey – the relationship with your prospect (supplier, customer, stakeholder etc) is in good shape. You’ve built rapport and they like you.

In practical terms this means they’re answering your calls and replying to your e-mails, at least.

But they still might be hesitant to go ahead and agree to your proposal. Unless they’re a “yellow” like me, making decisions based on the level of excitement and images of success alone.

Your mission is to reduce the other party’s uncertainty.

Tempting as it might be, especially if your commission or bonus is on the line, as an ethical influencer if your proposal ISN’T right for them, then of course, you should say so.

They’ll respect your honesty, you’ll retain your integrity and they’re more likely to want to do business with you in the future.

But let’s suppose your proposal is in the best interests of both parties. There are 2 principles of influence that are relevant here:

1. Authority – when we’re unsure, we rely on people who have superior knowledge or experience for guidance on how to behave. Someone who’s an authority.

It's true, isn’t it? If your dentist, plumber or accountant has recommended a course of action, you’d be strongly inclined to accept their recommendation. I’ve tried my own plumbing, and it ended predictably, in disaster!

2. Social proof – we’re so overloaded with information in today’s society, so we look to how others have behaved to help us make sense of it all.

This principle is more effective when there are many, similar others who’ve taken the decision we’re being asked to take.

“If my competitor / 2,577 people have already bought this product, then they must be right!” Or, “if that prestigious company has hired that trainer, he must be good”! Get it?

Use these 2 principles when you’re helping your prospect to reduce their uncertainty over deciding on your proposal.

See my blog on stage 3 of the core motives model; persuading people to take action.

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