If you want to become a best selling author then, as “Rich Dad, Poor Dad” author Robert Kiyosaki has said that clue is in the world “selling”!

As an author you have to take responsibility for selling and promoting your book at every available opportunity.  You need to become good at persuading and influencing people.

One of the books I strongly recommend to people who want to become masters of persuasion is Robert Cialdini’s “Influence”.

Cialdini is a Professor at Arizona State University who has conducted extensive research into the factors that trigger people into automatically complying with another person’s request.

Here is the third of these six factors, that will show you how, as an author, you can apply them to sell more of your books.

Key 3: SOCIAL PROOF

People often use the behaviour of other people to help them decide how to act in a particular situation.

What are known by psychologists as ‘imitative effects’ have been observed in adults and children in a host of different situations and circumstances

Persuasion experts use this principle to encourage someone to comply with their requests by demonstrating how other people (the more the better!) have complied.

Social proof is particularly effective when people are feeling unsure or uncertain. When people feel like this they are far more likely to use the actions of others as a guide to how they should behave.

As an author the more testimonials you can get from reader’s who have benefitted from your books the better.  People who are considering purchasing your book will be positively influenced by evidence that other people (preferably people similar to them) have benefitted in the ways that the book promises.

This principle also applies in ensuring you have a good number of positive reviews on Amazon.  Many people will look at the reviews as part of their decision making process about whether to buy your book or not.

You can also add impact to your writing using this principle by including case studies and examples about how people have applied what you recommend to get positive results.

Also when you are writing any sales copy for your books or other products make sure you make strong use of testimonials from satisfied readers/clients.  These exert a powerful positive influence on people’s decision to buy.

Now that you are aware of this principle I am sure you will be able to think of lots of ways to use it to enhance your book sales.

If you want to become a best selling author then, as “Rich Dad, Poor Dad” author Robert Kiyosaki has said that clue is in the world “selling”!

As an author you have to take responsibility for selling and promoting your book at every available opportunity.  You need to become good at persuading and influencing people.

One of the books I strongly recommend to people who want to become masters of persuasion is Robert Cialdini’s “Influence”.

Cialdini is a Professor at Arizona State University who has conducted extensive research into the factors that trigger people into automatically complying with another person’s request.

Here is the second of these six factors, that will show you how, as an author, you can apply them to sell more of your books.

Key 2: COMMITMENT AND CONSISTENCY

Psychological research has identified a strong desire in most people to be and look consistent with their words, beliefs, attitudes, and deeds.

Once someone has made an initial commitment they are highly likely to behave in accordance with that commitment.

In my sales approach I often secure an initial commitment. After making the initial commitment people are more likely to agree to requests that are in keeping with the prior commitment.

For example let us say I am speaking to a publisher about a book proposal.  I could say, “Mr. Publisher, once I have made this proposal I would like you to say ‘Yes’ you want to go ahead, or ‘No’ you don’t. I want you to make the choice that is right for you.

When I have made my proposal, I ask the publisher for their decision – yes or no! I don’t want to waste time if they are genuinely not interested waiting for months on end while they allegedly “think about it”.  If the answer is ‘no’ I want to know so that I can move on to someone else.

If you have seen me speak live you will also know that I stack the odds of the customer saying ‘Yes’ in my favour by using some subtle body language that is beyond people’s conscious awareness. But more of that another time…

You can also use this when talking to people about your book.  For example as an author on the subject of sales I may be speaking to someone at a conference where I am speaking.

The person may be considering buying my books and I can help them to make that decision by getting them to make a commitment early in our conversation by asking something like, “What are some of the biggest challenges you face with selling?”

I will then use their response in a further question, “So you seem to be getting plenty of appointments, but you are finding the sales presentation and close problematic.  Is that right?  And you are interested in ways to improve this.”

I would then start to discuss the benefits my books have to offer and close the purchase by using the principles of commitment and consistency combined with the information I gleaned from my questions by saying, “So as you have seen these books will take you through the entire sales process, including the areas that you said you found challenging – sales presentations and closing – which you said you wanted to make improvements with. It sounds like they will help you with doing just that. They sound like just what you have been looking for.”  I will then close the sale by asking them how they would like to pay or if they would like the books signing.

Now that you are aware of this principle I am sure you will be able to think of lots of ways to use it to enhance your book sales.

I was recently featured in the Nat West Bank’s business magazine “Business Sense.” This publication is distributed to all of their business customers.

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