Price is influence
So says Robert Cialdini
You’ve probably read the bestselling book Influence by Dr. Robert Cialdini.
If you haven’t, now would be a good time.
Influence is essential to what we do as recruiters. We have to influence both clients and candidates throughout the process if we want to get the right outcome for everyone.
Dr. Robert Cialdini is the world’s expert on the science of influence, so when he posted “Price is influence” on LinkedIn I wanted to share it with you.
He shares an excellent slide carousel explaining how price affects how we see and judge a product.
Clicking through the slides will take you less than a minute. I hope it gives you the inspiration to then spend several hours thinking about how you can apply the ‘influence of price’ to your business.
Check out the slides here, and drop me a line if you want to talk through how those concepts can help you grow this year.
Jon
P.S. One of Cialdini’s points is that people use price as a way of assessing the quality of a service.
Think about it: how good is an average hiring manager at understanding the differences between different recruitment agencies?
The price each recruiter charges is a quick indicator of possible quality. Cheap things aren’t usually as good as expensive things, so the hiring manager uses that rule of thumb to rate their agencies.
Things aren’t that simple of course. One agency might quote a higher price, but then match a competitor’s lower price. This is likely to confuse the hiring manager, not to mention reduce their trust in the quality of the first agency.
How does this play out in your experience? Drop me a line if you want to talk through how these concepts can help you grow this year.