The Science of Selling: Part 3 - Authority

In part 2 of our mini-series we find out how applying the principle of scarcity to your service offering can encourage prospects to make a buying decision with more urgency.

In part 3 we are exploring the third principle of persuasion, authority.

“Authority; the power to influence others because of one’s recognised knowledge”

At the core of this principle is the tendency for people to follow the lead of credible and knowledge experts. It makes perfect sense – people want to put their trust in competent professionals.

What was probably a more surprising fact uncovered by the research into authority, was that the source of the information about a person’s authority had very little impact on its effectiveness.

In other words, you can tell your prospects about your authority yourself! The secret is to find subtle ways to do this, so it doesn’t appear too crass or like blatant self-promotion.

Some popular approaches include making your certifications and accreditations visible to prospects. This could be done through your marketing material, on your website or by displaying them around your office space so they can be seen by visitors.

Social media also offers a great opportunity to receive and share positive feedback from existing clients that re-enforces your authority in a very visible, public and authentic way.

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Part 4 of our mini-series will lift the lid on the principle of consistency.