Persuasion is a key element of everyday dealings with customers and clients. For a good primer on how to influence others and the importance of finding common ground, check out the animated video below. It outlines the Universal Principles of Persuasion, as based on the research of Dr. Robert Cialdini.

Dr. Cialdini & Steve Martin are co-authors (together with Dr. Noah Goldstein) of the New York Times Bestseller – Yes! 50 Scientifically Proven Ways to be Persuasive.

Dr. Cialdini’s six shortcuts: reciprocity, scarcity, authority, consistency, liking, and consensus are a means of implementing what he calls “small, practical, and often costless changes that can lead to big differences in your ability to influence and persuade others in an entirely ethical way.”

Here’s a handy reference from U.K.-based virtual phone service Everreach which explains the elements companies can utilize to impact their customers and get to “yes.” The infographic is based on another of Dr. Cialdini’s works – Influence: The Psychology of Persuasion.

You can get the full details of Dr. Cialdini’s work, links to books, resources and training materials on his site INFLUENCE AT WORK. Founded by Dr. Cialdini as a professional resource to improve organizational and personal performance by deploying ethical influence strategies. Offering keynote presentations, participatory workshops and intensive Cialdini Method Certified Trainer (CMCT) programs, IAW serves an international audience that includes a spectrum of multinational corporations, governmental agencies, private enterprises and higher education.