I had covered the 2 influences mentioned in the book..here is the second and concluding part of the book review…What are the other 6 ?

3. Asking leading questions – and making you say yes. – Did you start investing late for your retirement? Do you think you will have enough money for retirement, your children’s education, and children’s marriage? If I suggest a product – with a one time lumpsum and a monthly payment and giving 18% return, assured (indicative, not guaranteed) will you be interested? – What do you expect to say? Yes, No, and OF COURSE! This is called training the client to say yes….and lead him to the YES that you want. Of course it is a great influence on the final outcome of buying the product. Imagine you walk into a Retina specialist and he says “do you think you want to live with one eye? what if the other eye is also impacted? what if 8 years later you want the operation done..but your health does not permit it? and there is a good 55% chance that it will be successful..” – what will you decide? So it is not only in the finance industry that you see this being used, it is true in all high pressure sales situations. It works.

4. Social Proof:- Everybody is doing it. Not sure if you have seen the SEBI short film on “Mr. Kumar” – people who have no clue about who is Mr. Kumar also want to invest like him! This is easy to do in large corporate set ups and in army kinda set ups. People just blindly follow what the leader does. So go and tell a young doctor that his boss and his boss’s boss have bought it, and the deal is done. In the Armed Forces it makes sense to do the first sale to a very senior person..then it works even better! And if you can get Amitabh Bachhan to invest in cryptocurrency can the common man be far behind?

5. Like bias, know bias, same church bias: what do you think got Bernie Maddoff to collect billions of US dollars? even from the church to which he went regularly? from his friends? So a smart guy turns up and says “Oh I live in Chennai too”. Yup I went to Vivekananda college – I passed out in 1992…OMG he’s just got you hooked. How can you say NO to a friend, classmate, neighbor,…..there is goes.

6. Sir you have to subscribe to this scheme TODAY! it is being stopped from 1st of the next month. Sir, its your last chance to get assured return of 7% for the next 10 years sir, GUARANTEED. Wow …wow…these words work like magic, and people sign up thinking if they do not sign up now……its gone. Scarcity mind set – we still OVEREAT in a buffet do we not? The hunter in us has not died and salesmen know this and use it well.

Go read the book this was just a small summary…the examples are good and you will enjoy reading the book.