“
To all appearances, Vincent was at once knowledgeable and honest, a combination that gave him great credibility. He was quick to exploit the advantage. When the party had finished giving their food orders, he would say, “Very well, and would you like me to suggest or select wines to go with your meals?” As I watched the scene repeated almost nightly, there was a notable consistency to the customer’s reaction—smiles, nods, and, for the most part, general assent. Even from my vantage point, I could read their thoughts from their faces. “Sure,” the customers seemed to say, “You know what’s good here, and you’re obviously on our side. Tell us what to get.” Looking pleased, Vincent, who did know his vintages, would respond with some excellent (and costly) choices. He was similarly persuasive when it came time for dessert decisions. Patrons who otherwise would have passed up the dessert course or shared with a friend were swayed to partake fully by Vincent’s rapturous descriptions of the baked Alaska and chocolate mousse. Who, after all, is more believable than a demonstrated expert of proven sincerity?
”
”
Robert B. Cialdini (Influence: The Psychology of Persuasion)