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When it comes to successful sales techniques, the ability to persuade your target audience to think and feel the way you want is an essential business skill. The very essence of business boils down to conveying a common goal or idea to others and working together to achieve it. The more convincing you are, the more successful you will become.

In his book, Influence: Science and Practice, Dr. Robert Cialdini shares six rules for successful persuasion, each one the result of detailed scientific research. Use these six principles to be more persuasive in your business dealings:

1. Reciprocation. “The rule of reciprocation,” says Cialdini, “is one of the most potent weapons of influence around us.” If you give out a free gift or sample, people will feel compelled to return the favor, usually by making a purchase.

2. Commitment and consistency. By being consistent in your business dealings, you can create an atmosphere people trust. If the customer has faith in you and your business, they will be more likely to make a commitment to you.

3. Social proof. When people are in new or unfamiliar situations, they look to others for cues on how to react. Set an example and they will follow the leader.

4. Liking. Having a good personal relationship with customers and clients goes a long way. According to Cialdini, “People prefer to say yes to individuals they know and like.”

5. Authority. Society conditions us to obey authority without question. Stand tall, dress sharp, and take charge; the others will fall in line.

6. Scarcity. Think diamonds: people assign high value to items and opportunities that are rare. Auctions are successful tools for this tactic.