Influence explains the psychology
behind what makes us agrees to somethings and not to others. Through real life
examples, especially through the study of sales techniques, Cialdini reveals the
six principles that are consciously or subconsciously applied to persuade
others. It brings these to light so that we are aware and can knowingly decide
on our actions. But also teaches us how to use them to our advantage when
necessary.
“There is no expedient to which a man will not resort to
avoid the real labor of thinking”
This is not the type of book I
read, but I still found very interesting. While Cialdini right at the end makes
a disclaimer that he does not encourage using these techniques to persuade people.
And he finds it wrong to manipulate people willingly for profit, I still found
that the book overall does actually work in favour of using these techniques to
promote yourself – be it just to improve social status, get ahead in your
career or make sales. And of course, there are the benefits of applying these,
such as during accidents when people seem to be hesitant on how to help because
they are looking at other – just as clueless – witnesses.
I think the main benefit of
reading this book is being able to put it in writing what does happen every day.
Most of what Cialdini writes about is very clearly observed in everyday events –
so much so that he uses simple examples, and his own examples, as a basis for
his research. And perhaps, people who are already in sales and have been
instructed to operate in such manner, may find this book just repetitive and
not of use. But for others, we may have a vague understanding of how we
ourselves are influenced by others, but perhaps don’t have something clear to
point to, or some signs to be aware of during those times. So sometimes we only
realise after the fact. Readers of Influence can gain a better understanding of
how the world works, and be able to actually apply a knowledge that was perhaps
only in a very basic idea form in their minds.
So I don’t recommend to read this
book, it is very useful for people of any career (again, with the exception of
perhaps successful salespeople that are quite aware of the tricks of the industry).
But here is the summary -->
