As sales professionals, we are always looking for ways to improve our communication and deliver more impact. By studying the most successful marketing campaigns, Robert Cialdini discovered six universal principles of influence. When applied these principles help increase the impact communication at the highest level.

The 6 Principles 

  1. Liking
  2. Reciprocity
  3. Scarcity
  4. Commitment & Consistency
  5. Authority
  6. Social Proof



We are more influence by people we like. Both genuine compliments & finding similarities with others helps build likability.



We feel obligated to return favors & pay back gifts. Giving someone an unexpected gift or helping someone adds value that builds influence.



We desire that which is rate &/or limited in quantity. Creating a limited time discount or limited edition helps you tap into human nature.


Commitment & Consistency

We tend to stay consistent with our commitments. Gaining small commitments early, helps bridge the gap to bigger commitments later.



We have a desire to follow the expert. Establishing credibility helps build influence.


Social Proof

We often look to what other people are doing to help inform our decisions. Referencing other people who also performed the action you are suggesting, helps build social proof.


Building these six principles into your sales & marketing materials helps improve impact by tapping into human psychology. To learn more, read Influence by Dr. Robert Cialdini.