Robert Cialdini is the godfather of the psychology. His book “Influence: The Psychology of Persuasion” has sold over 5 million copies and has helped countless salespeople learn the fundamentals of creating connections and influence in their sales efforts. His principles are the difference between going through the sales motion and actually persuading your buyer to make a purchase. In this episode, Robert joins Devin and Sheena to dive into some of the tenets of his book, and share his advice for ethical influence in selling. KEY TAKEAWAYS:[5:25-10:07] Robert's four principles of strong relationships[15:22-18:05] How to engage prospects with reciprocity[23:03-27:26] The power of co-creating with your prospect