Роберт Чалдини

“Well, if it is your feeling that a fine set of encyclopedias is not right for you at this time, perhaps you could help me by giving me the names of some others who might wish to take advantage of our company’s great offer. What would be the names of some of these people you know?”

CLARENCE DARROW

FEW PEOPLE WOULD BE SURPRISED TO LEARN THAT, AS A RULE, we most prefer to say yes to the requests of someone we know and like

of someone we know and like. What might be startling to note, however, is that this simple rule is used in hundreds of ways by total strangers to get us to comply with their requests

It’s gotten to the point now where I hate to be invited to Tupperware parties. I’ve got all the containers I need; and if I wanted any more, I could buy another brand cheaper in the store. But when a friend calls up, I feel like I have to go. And when I get there, I feel like I have to buy something. What can I do? It’s for one of my friends

Take, for instance, the growing number of charity organizations that recruit volunteers to canvass for donations close to their own homes. They understand perfectly how much more difficult it is for us to turn down a charity request when it comes from a friend or a neighbor

Other compliance professionals have found that the friend doesn’t even have to be present to be effective; often

just the mention of the friend’s name is enough

circumstances is difficult; it’s almost like rejecting the friend

The key to the success of this method is that each new prospect is visited by a salesperson armed with the name of a friend “who suggested I call on you.” Turning the salesperson away under those

For all his success, the formula he employed was surprisingly simple. It consisted of offering people just two things: a fair price and someone they liked to buy from. “And that’s it,” he claimed in an interview