The ability to be persuasive is one of the most powerful skills in business - and it’s easy to master if you follow the science.

In the last issue of MindPower Marketing, we covered two ways you could apply scientifically-proven persuasion techniques to your business. Here we look at two more.

Tip 3: Associate Yourself with Things and People Your Customers and Prospects Like

So why do large companies spend millions of dollars sponsoring sports events or paying celebrities to endorse their products?

According to Robert Cialdini’s book “Influence”, we prefer to say ‘yes’ to people we know and like. So by being associated with popular events and people, these companies hope we will like them too and buy their products.

And of course, it works!

But you don’t need a big budget to benefit from the principle of ‘liking’. If you are in direct contact with your customers, you have a great advantage. One of the easiest ways to get someone to like you is to discover that you already have something in common.

That’s why a limited amount of social chat is valuable in a business context to help you identify possible connections. Your appearance and personal presentation also have a great deal to do with how well people like you. If you present yourself attractively, warmly and professionally in business situations, people will be more inclined to like you. But you should only be very slightly better dressed than they are - otherwise you will make them uncomfortable.

And, of course, you can copy the big organizations by getting involved in charities, sports events or community issues. People also tend to like you more if you show that you like them.

Show your appreciation of your prospects and clients with appropriate compliments. Find something genuinely positive about them or their business and tell them what you think. The truth is flattery works � but it works best when it is genuine.

Tip 4: Demonstrate Your Expertise on Your Topic

Why do pharmaceutical companies and toothpaste manufacturers have people with white coats in their advertising? And what can you learn from them?

The principle of authority states that people defer to someone that they perceive as having more expertise or knowledge on the topic than them.

So we buy the toothpaste because the man in the white coat is ‘an expert’. Although we realize that he’s probably an actor, the appearance and trappings of authority are usually enough.

So the challenge in marketing your product or service is to find somebody that can offer you that air of authority and help you create a perception among your prospects that what you’ve got is valuable and desirable to them.

Alternatively, you can build your own reputation so that you are recognized in your area or in your industry as an expert. You can do this by public speaking and having articles published. Often the more specialist you can be, the better - as long as your field of expertise is not too small to be viable.

Where you are able to, show evidence of your authority and expertise through degrees, qualifications, endorsements and credentials. Hang framed certificates on your office wall. Some people hesitate to do this but it is proven to help increase sales.

Also, when explaining your product or service or in suggesting the next course of action, give very specific, confident suggestions and recommendations. People generally like to be led and told what to do next.

As always with persuasion techniques, try them out and see what works best for you. And use them ethically if you want to retain the trust of your prospects and customers.

In the next issue, we’ll look at two final tips on the science of effective persuasion in business.