No matter what you do or where you work — whether you’re a CEO, manager, salesperson, or junior assistant — your success in business and in life depends on your ability to influence others. Nearly every day, each of us is called upon to reason, persuade, or inspire someone to share a vision or pursue a common goal. Yet most of us miss golden opportunities to persuade others to think or act in ways that are mutually beneficial.

Robert B. Cialdini, in his classic book Influence: Science and Practice, reveals six universal principles that everyone needs to understand to achieve business and personal success. Mastering them, he says, can help people implement effective strategic communication management strategies, developing powerful working relationships, and build long–term personal commitments. The six principles are as follows:

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Reciprocation. “The rule of reciprocation is one of the most potent weapons of influence around,” Cialdini points out. People feel indebted to others who do something for them or offer them a gift. That’s why free samples are so effective. Getting something for nothing makes buyers feel obligated to purchase.

Commitment and consistency. Inconsistency is commonly seen as a negative personality trait. People are more likely to follow through with something if they have committed to it, verbally or in writing. Backing out of deals makes people feel uncomfortable, so the influence of consistency is a strong one.

Social proof. Whether they realize it or not, people look to others for cues on how to behave and what to believe. The two situations where this principle is most powerful are similarity, when someone wants to follow the lead of others; and uncertainty, when someone is unsure of what to do. Laugh tracks on comedy shows exist for this very reason.

Liking. “People prefer to say yes to individuals they know and like,” Cialdini says. In negotiations and sales situations, one can influence the outcome by developing a kinship with prospective clients or being familiar to them. Being physically attractive is also a big advantage. Research shows that people attribute talent, kindness, honesty, and intelligence to people they find attractive.

Authority. There is strong pressure in society for people to obey authority figures and experts. Authority comes in many forms. Dressing in a business suit makes one appear authoritative at work. Physical height and status (such as a high–ranking job title) also increase one’s authority and make it easier to influence others.

Scarcity. People assign more value to objects and opportunities that come in limited quantities or are difficult to obtain. This principle is demonstrated every year at Christmas time, when popular toys are hard to find. It’s also the principle that makes auctions so effective.

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