Posts tagged Competitors
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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How to discredit your competitors

A headline about the US presidential debate claimed Hillary Clinton unties the Gordian Knot (ABC news online 27 September 2016). In this case, the Gordian Knot is

"... the growing realisation that Mr Trump continues to rise no matter what serial atrocities or outrages he commits ..."

The article talks of Mrs Clinton unpicking the knot during the debate. In plain language, she discredited Mr Trump. The new 2016 book by influence guru Robert Cialdini helps us understand why Hillary was so successful.

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