The six universal principles of persuasion by Dr Robert Cialdini are partly based on personal observations of car dealers and telemarketers. Persuasion often has a negative connotation, especially in the context of a true salesman who won’t take no for an answer. It reminds one of deception, whereas as a company, you want to provide your customers with an optimal positive experience. How can you use Cialdini’s principles in order to offer long term added customer value? According to Cialdini, his principles of persuasion only work when you implement them in an ethical manner. When customers start to experience your communication as unethical, resistance will arise, with disastrous consequences. When applying Cialdini’s principles, bare your customer’s best interests in mind.