You want to sell more? 6 basic rules to persuade your customers

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If you’ve ever lost a sale at the last minute not to have been able to convince your client, you will understand the frustration that generates. Meanwhile, some people seem to have an innate ability to influence and manage their partner, as they want. However, everything has its secret … Now you see how the art of persuasion also learned. In addition, I do not say, what science says.

In 1981, the American psychologist Robert Cialdini decided to look well-documented answers to the question of how to convince a customer. To this end he studied covertly the sales techniques and persuasion used by charitable organizations, telemarketing firms and companies of cars, among others.

Three years later begin the analysis reflected the results in Influence, psychology of persuasion. A book that gives today, the necessary keys for us to know how to generate influence on the public. Why not? Having a good product is not everything. For a client decides to give the “yes I do” much more is needed.

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6 rules to persuade

Cialdini’s conclusion was that there are 6 universal principles to guide the behavior of any human being. This means that your sales technique will be more effective if you are able to comply with these six rules:


We tend to treat others the same way they treat us. It is the law of retaliation: eye for an eye and a tooth for a tooth, for better or worse. That is, if you’re trying to convince a client it is best that you do some favor. Thus, he will be forced to return it.

If you do not see clearly, think for a moment as a consumer. You’re in a restaurant and, before leaving, the bartender gives you a liqueur. Shortly after brings you the account. Are you willing to pay the right amount or leave a tip? In the study of Cialdini, regaling customers with a single bonbon tips increased 3%.


This is a classic we all know as consumers and still continues to function. When the customer is offered the product emphasizing that are unique or that is running out and it is difficult to achieve, it is very likely to end up making an impulse buy.

A good example of selling strategies that are based on this principle are limited offers, special series of products until stocks are exhausted or the indication of the number of items that remain available until expended.

You may also like to read another article on Heygom: Strategies to retain your customers 


This principle is not to constantly reiterate the buyer what you are expert in the field, but show it in a much more subtle way. The authority is transmitted with the costumes (think white coat of the doctor, for example), academic qualifications and the information we provide. So when you’re selling, you must bring all that data value that only a specialist known.


Consumers who are comfortable and pleasant affective state are easier to convince. So it is important that, as a seller, you try to empathize with your partner. A good trick is to talk about some personal issue, such as children, before entering the field.


This is a somewhat more difficult to apply rule. People want to be and appear consistent with our principles and attitudes. This implies that, if you manage the client assume any commitments related to your product, then will feel a personal obligation to buy it.

We are going with an example. Imagine that an NGO makes a survey asking about refugees. If one of his aides replied that would give them greater support and, somewhat later, you receive a newsletter to make a contribution to this group it is logical that participate.

Social validation

We need the rest of society endorse our actions. If you do not know what I mean, remember the “likes” of social networks. The fact that other people like us to show us their support gives us security. In practice, this translates including reviews from other customers or pointing out what the best sellers are.