We are all suckers to titles. When we hear "doctor" in front of a name, it automatically registers in our mind that this person is important, powerful, and intelligent. We don't even ask if he or she graduated at the bottom of their class.

In the medical profession, the "Dr." is the king and the head decision-maker. We love to hear "two out of three doctors recommend" or "nine out ten dentists use this product or service." This is all based on authority power. We respect, admire, and follow the recommendations or opinions of those in authority.

In one particular case, researchers wanted to test and see if the power of authority by title won out over established rules and regulations. They were going to see if nurses would over-prescribe an unauthorized drug to a patient when requested by doctor they didn't know. A researcher would call in and tell a nurse he was a doctor and that he wanted a 20 mg dose of a drug called Astrogen administered to a certain patient. He told her to do it as soon as possible so the drug would have time to take affect by the time he arrived. He further stated that he would sign the prescription upon his arrival.

The experiment intentionally violated four rules: First, the hospital forbade prescriptions to be made over the phone; second, Astrogen was an unauthorized drug; third, the dosage was dangerously excessive - in fact, double the amount specified on the label; and fourth, the order was given by a supposed "doctor," whom the nurse had never met or even heard of. In spite of these red flags, a whopping 95% of the nurses headed straight for the medicine cabinet and on to the patient's room. Before they went any further, they were stopped by an undercover researcher, who told them about the experiment.

Conclusion
Persuasion is the missing puzzle piece that will crack the code to dramatically increase your income, improve your relationships, and help you get what you want, when you want, and win friends for life. Ask yourself how much money and income you have lost because of your inability to persuade and influence. Think about it. Sure you've seen some success, but think of the times you couldn't get it done. Has there ever been a time when you did not get your point across? Were you unable to convince someone to do something? Have you reached your full potential? Are you able to motivate yourself and others to achieve more and accomplish their goals? What about your relationships? Imagine being able to overcome objections before they happen, know what your prospect is thinking and feeling, feel more confident in your ability to persuade. Professional success, personal happiness, leadership potential, and income depend on the ability to persuade, influence, and motivate others.