Influence: The Psychology of Persuasion by Robert Cialdini is one of the best-selling books on social psychology of all-time. Influence explains the essential ingredients that make what it calls "compliance professionals" (salespeople, marketers, negotiators) successful. Namely, seven levers of influence: reciprocation, liking, social proof, authority, scarcity, commitment, and unity. In this episode we’ll walk through all seven levers, share some of Cialdini’s memorable examples of each, and some areas where they have applied in our own careers. We’ll also discuss the merits of the book as a whole and what we most got out of reading Influence.

Thank you to our friends at Audible for sponsoring this episode. Check out AudibleTrial.com/biz for a 30-day free trial of Audible and free credits toward an audio book like Influence.

Show Notes

• Influence by Robert Cialdini via Amazon


• Season 4 Episode 1 How to Win Friends and Influence People via Business Books & Co.

Follow us on X @BusinessBooksCo and join our Amazon book club.

Edited by Giacomo Guatteri

Find out more at http://businessbooksandco.com

Read transcript