商务英语阅读材料11.doc

材料 11 Persuasive Sales Negotiation (Part II of III) The third principle of persuasion according to Dr Robert Cialdini, is the the principle of Social Proof. This principle states that we determine what is correct by finding out what other people think is correct. This article follows on Persuasive Sales Negotiation - Part I. This article follows on Persuasive Sales Negotiation - Part I. The third principle of persuasion according to Dr Robert Cialdini, is the the principle of Social Proof. This principle states that we determine what is correct by finding out what other people think is correct. The principle applies especially to the way we decide what constitutes correct behaviour. Dr Cialdini states Whether the question is what to do with an empty popcorn box in a movie theater, how fast to drive on a certain stretch of highway, or how to eat the chicken at a dinner party, the actions of those around us will be important guides in defining the answer. In the sales environment, this principle reminds us of the saying that did the rounds during the 80s - Nobody gets fired for buying IBM. Usuallly, when a lot of people are doing the same thing, it is perceived by the individual to be the right thing to do, therefore if you bought IBM whilst everyone else was buying IBM, your company would be making a safe investment. Sales and motivation consultant Cavett Robert captures the principle nicely in his advice to sales trainees: Since 95 percent of the people are imitators and only 5 percent initiators, people are persuaded more by the actions of others than by any proof we can offer. The way we can use the principle of social proof in our sales careers is to offer our customers examples of people and organisations in similar positions to themselves having complied with the particular request we are making of them. The principle of social proof is most effective during times of uncertainty and when similarity is evident. Thus if we are trying to assist individuals to r