Chapter 8

The spider’s web: building incremental commitment

There is a huge difference between persuasion and influence. Persuasion encourages someone to do something once. Influence is about encouraging them to keep on doing something and to keep on supporting you. It lasts and is based on voluntary commitment. Influence is the gift that keeps on giving.

There are ways of persuading people to do something once. Charity muggers (‘chuggers’) can relieve you of a few dollars in the street; door-to-door salesmen persuade you to buy stuff you do not need; store salesmen can make you spend more than you intended. There are plenty of tactics for achieving such one-off success. It is hard work. It can be even harder work to persuade the same person ...

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