How can you persuade a customer you can't afford to lose? (Part 1)

How can you persuade a customer you can't afford to lose? (Part 1)

Donald Trump would probably say: Just tell em!

In the real world it's often not appropriate to just tell em! So, we need to have more sophisticated tools available.

At the end of 2016, Persuasion guru Robert Cialdini published his latest book Pre-suasion. To condense his 300 page book into two sentences he says:

  1. What do you do before you persuade customers can have a major (hidden) influence on their decisions.
  2. We and our customers assume that what we are focusing on is especially important.

So, what's so important about Pre-suasion?

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Good lessons from bad persuasion

Good lessons from bad persuasion

On my desk is a book called Catastrophe. The subtitle of the book: The story of Bernard L. Madoff, the man who swindled the world. In case you don't know who he is, he was a respected fund manager and former chairman of the NASDAQ who was arrested by the FBI for the "white-collar crime of the century": swindling investors out of US$50 billion.

So, how could so many professional investors and regulators be fooled, and for so long?

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