Persuasion and how you can use it to build your practice

I read a wonderful book named “The Six Principles of Social Influence” by Robert Cialdini some years ago now and incorporated a summary into my book “The Health Practitioners Journey”

The book outlines six key principles based on social science research that, when used, can influence behaviour. We often frown on social science research as being less objective and less evidence based that more clinical scientific studies. What impressed me in this book was the thorough research done to back up the principles that Cialdini elaborates upon.

I have brief descriptions of the principles in this article and recommend that at the very least you view the summaries in my book of purchase the Cialdini offering for your practice.

Reciprocation: we feel obliged to return favours. Put this into practice by dropping off a gift to a good referrer, if your roster is full try and make space for an urgent patient. Consider sending a thankyou letter or making a call back when not expected. The above will build goodwill but also may lead to the other party reciprocating with a favour for you.

Authority: we look to experts to show us the way. Show qualifications on the wall, mention a reference article relevant to a Patient’s condition. One of the reasons that some clinicians wear a white cost is to show authority. Authority can also come from what others say about your skills or approach to assisting patients. So be really good at your job!

Commitment / Consistency: we want to act consistently with our commitments in accordance with our values. If you say you will do something then do it. If you offer to gain some reference from someone do it. The value shown here is that of having integrity in all that you do.  Another favourite author of mine Stephen Covey used to say that 

“if you show up in interactions with people in a good way 80% of the time then people will mostly assume that you are always like that.”

Scarcity: the less available a resource the more people want it. Think Specialist appt or advising client that “I could fit you in at 11:30 on Wednesday”, not advise “Practice X has plenty of available bookings”. We can use scarcity to build our practices; the more we can create value for the service being offered building urgency by expressing it’s difficult to gain another appointment the more valuable an appointment appears. 

Liking: the more we like people the more we say yes. Be liked by being kind, punctual and friendly and effective with relationship development. To me this goes without saying; those we like we are drawn to; and this is true with clinicians. People that are happy and easy to approach draw others to them. 

Social proof: we look to do what others do to guide our behaviour. Use the phrase “most people book for 30 mins” or “most people do rehab after they finish active treatment to ensure complete recovery”, or “many people make their bookings in a block so they get them when it suits them” Simple use of language that emphasises what most people do isn a powerful way to see behaviour change.

It is worth exploring the above principles and making them a part of your practice as a way to persuade them to use your service over another like service.