When you guide your customers wisely, you build a better business…

Your customers, your kids, your spouse, even yourself – we all have limited attention spans.

The eminent social psychologist Professor Robert Cialdini shares the following in his book Pre-suasion – The Revolutionary Way to Influence and Persuade:

“…the human mind appears able to only hold one thing in conscious awareness at a time, the toll is a momentary loss of focused attention to everything else.

“…the guiding factor in a decision is often not the factor that counsels most wisely: it’s the factor that has most recently been brought to mind.”

Therefore, the moment when your customer is most receptive to your idea, price or offer is just before they make their decision.

Such elevated attention makes this moment worth capturing, and you should be putting these privileged moments to work for your business.

Cialdini’s earlier research points to 6 tools of influence. And in more recent research he points to using these 6 tools when pre-suading – in other words, using them BEFORE the offer is presented and the decision is made.

The 6 tools are:

• Reciprocation
• Liking
• Social Proof
• Authority
• Scarcity
• Consistency