By Certified Professional of Dr. Robert Cialdini's Principles of Influence

In an increasingly competitive sales environment, many sales teams default to discounting as their go-to solution for closing deals. It’s fast, it feels effective, and it gives the illusion of value creation. But it is a false economy.  The instant gratification or perhaps relief experienced by 'securing a sale' is only temporary.  And discounting sets a boundary that this concession by you might not be a one-off solution.

But the good news is, there’s a better way.  A better way for you and your sales team to attract win-win deals that don't always feel price sensitive.

Rather than eroding your company's profit margin, as a sales leader, you can equip your teams to ethically influence buyer decisions using a proven, science-backed approach. Developed by world-renowned psychologist Dr. Robert Cialdini, the 7 Principles of Influence provides a framework for guiding human behaviour—ethically, credibly, and powerfully.  And always with a win-win outcome in mind.

When applied with integrity, these principles can significantly boost conversion rates, increase average deal size, strengthen long-term customer relationships, and move your company towards a 'natural first choice' partner for your customer — all without sacrificing profitability.

Let’s explore how each of the 7 principles can be used by your sales team members to enhance their performance.

1. Reciprocity – Give First to Earn Trust

People feel obliged to return favours. This isn’t just politeness—it’s deeply rooted human psychology. In sales, reciprocity isn’t about giving away discounts; it’s about offering genuine value before asking for the sale.

Some of the approaches my company uses include providing free access to an online mini-course relevant to the prospect's enquiry and sharing practical, relevant tips and ideas during the enquiry journey.  Giving doesn't have to be a product sample, it can be time and sharing of your expertise.

Example: A sales representative might share a tailored market insight report, a useful benchmarking tool, or even introduce a potential partner that can add value for your prospective or existing customer. When done authentically, this generosity builds goodwill and increases the likelihood of your prospect engaging with you and buying from you.

2. Commitment & Consistency – Start Small to Win Big

People like to be consistent with what they’ve previously said or done. When a buyer makes a small, low-risk commitment, they’re more likely to follow through on a larger one later.  This is of course reliant on what they purchased from you being of value to them.

Example: Instead of pushing for a full contract upfront, a salesperson might ask the prospect to agree to a short pilot programme, make a small initial order to try out your product or service, or co-create a brief requirements document. These small agreements pave the way for larger, longer-term commitments.

3. Social Proof – Show That Others Have Said “Yes”

When uncertain, people look to others for cues. Social proof is about demonstrating that others - especially peers or similar clients - have chosen your solution and benefited.  Online ratings hosted on a credible review site such as Google ratings or Trustpilot demonstrate social proof.  Client testimonials are a great way to demonstrate social proof.  To strengthen the value of your testimonial, have it signed by a senior executive (authority) rather than manager.

Example: Sharing a short, credible success story from a similar client or providing a testimonial from a respected industry leader can instantly reduce buyer hesitancy. It’s not about name-dropping; it’s about relevance and reassurance.

4. Authority – Lead with Credibility

People are more likely to follow the lead of experts. In sales, this means positioning yourself (and your company) as a credible authority on solving the buyer’s problem - not just a supplier with a product or service.  I trademarked Mr Emotional Intelligence® and this strengthens my own position within my chosen marketplace.  Alongside this, I was the first UK and Europe Certified Master Trainer of the EQ-i 2.0 Certification system.  See how each point adds to authority?

Example: Sales teams can mention independent third-party research, highlight certifications - the rarer the better, or involve subject matter experts in the sales conversation. A data-backed recommendation from a credible source holds more weight than a generic pitch.

5. Liking – People Buy from People They Like

People are more easily influenced by people they like. Similarity, warmth, and genuine interest go a long way in building rapport and trust.

Example: Teaching your team to identify and reflect shared values or interests (without faking it) can dramatically improve connection. A buyer who feels seen and respected is more open to influence - and ultimately, to doing business.

6. Scarcity – The Power of Limited Availability

People assign more value to things that appear scarce or exclusive. But this principle must be applied with integrity - false scarcity and urgency can easily backfire.  Scarcity can be the scarcity of the product, scarcity of resource or scarcity of time.

Example: A sales representative might highlight that onboarding slots for the next quarter are limited or that a bundled package is only available until month-end due to supplier pricing. The key is that the scarcity must be genuine and verifiable.

7. Unity – Win by Belonging

The most recently researched principle, Unity, refers to shared identity. When people see you as “one of us,” their openness to your message increases significantly.  Your company and its representative/s can be viewed as an extension of your customer's team and/or circle of trust.  When this occurs, the deeply human aspects of relationships partner the commercial aspects.  This is where your raving fans reside!

Example: A sales team working within a niche industry might use language, stories, and references that show deep understanding of that community’s challenges. Positioning yourself as a member of “their tribe” creates trust faster than persuasion tactics ever could.

Final Thoughts: Train for Influence, Not Just Persuasion

Sales leaders who train their teams to apply these principles ethically and consistently see measurable improvements not only in win rates, but in profit margin protection, customer lifetime value, and after-sale relationships.

Unlike short-term persuasion tricks, Cialdini’s principles are based on decades of behavioural science - and they work because they honour human nature rather than try to manipulate it.

If you want your team to win more business without compromising value, consider training them in the science of ethical influence.

Because the most successful sellers aren’t just persuasive—they’re trusted.

Want to explore how your sales team can begin to master Cialdini’s 7 Principles of Influence?

Get in touch for a tailored workshop or executive briefing that brings these principles to life in your sales environment.