How To Sell More
Invicible Influence: How to Get Prospects to Care | Jonah Berger
Jun 11, 2024
Join Jonah Berger, a marketing professor at the Wharton School and bestselling author, as he unveils the hidden strategies of influence. Discover why we’re so easily swayed and how our peers can help us make better choices. Berger shares insights into the psychological nuances of persuasion, including why asking questions is more effective than telling. He discusses the importance of certainty and the potential risks of anti-persuasion behavior. Learn how to leverage influence for positive decision-making in your organization!
29:20
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Quick takeaways
- Influence, often viewed negatively, can actually streamline decision-making by leveraging trusted recommendations and shared experiences for better choices.
- Employing subtle persuasion techniques, like asking questions instead of making commands, fosters constructive dialogue and reduces defensive reactions in discussions.
Deep dives
The Ineffectiveness of Direct Convincing
Spending time trying to convince someone of a differing opinion often leads to defensiveness and resistance rather than agreement. Attempts to debate or present facts can make individuals dig in their heels, reinforcing their original beliefs instead of swaying them. This dynamic occurs not only in casual conversations but also in professional settings such as sales, marketing, and corporate discussions. The key takeaway is that confrontation and direct persuasion typically do not yield the desired results, prompting the need for alternative influence strategies.
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