People prefer to be consistent with prior promises and beliefs.

BY NUALA WALSH, CEO OF MINDEQUITY, BEHAVIORAL SCIENTIST, AND NON-EXECUTIVE DIRECTOR@NUALAWALSH01

For Inc.

Photo: Getty Images

It’s pretty challenging to persuade someone to your way of thinking when they think they’re more expert or senior than you.

Or is it? Science suggests it can be much easier than you think.

A proven technique developed by social psychologist and best-selling author of Influence and Pre-Suasion Robert Cialdini shows it’s possible. While he identified seven principles of persuasion, smart leaders regularly apply one of the easiest to apply–the principle of commitment.

The Basic Idea

Also known as the consistency principle, the principle of commitment refers to the human tendency to want to remain consistent with whatever we have said or done. In other words, we value our prior statements, strategies, and promises. And these anchor future behavior.

For example, once a leader has chosen a project or taken a stand on a controversial issue, they’re more likely to continue to behave in a manner consistent with that position.

Why? Consistency with prior commitments reduces the level of cognitive dissonance.

This notion stems from the foot-in-the-door technique discovered by Stanford psychologists, who found that a tiny commitment guarantees subsequent requests.

For example, California homeowners were asked to place a small postcard-size sign in their windows promoting safe driving. Two weeks later, they were asked to place a huge ugly sign that read “Drive Carefully” in their front garden. Seventy-six percent agreed. Why? Commitment also builds incrementally.

In annual appraisals, managers are often asked to rate employee performance. But when managers have to justify ratings with decent explanations and evidence, they’re proved to be more consistent over time.

You might notice this phenomenon when teams share and write down goals. These also become commitments.

Business leaders build their reputation on product consistency as well as character integrity. For many, their word is their bond. It’s personal pride and part of their professional identity. But it’s also critical at the start-up stage as companies are unproved. In today’s world, broken promises have no hiding place and flood social media.

It’s an easy tool for businesses to leverage.