Influence Without Authority

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Influence Without Authority

• Seamus Gahan

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Agenda

• Introduction
• Six principles of influence
• Define
• Illustrate
• Techniques
• Discussion

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Introduction

• The project manager dilemma
• 50 years of psychological research
• Robert Cialdini - influence professionals
• Six principles
• Offense and defense
• Ethics of use (savvy to use right)

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Why did Ethiopia give Mexico money during the
famine?
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Principle 1 - Reciprocation

• Rule We feel a strong obligation to repay when
  we are given something. We fear owing somebody.
• Uninvited gifts
• Unequal exchange
• Concessions
• Contrast principle

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How Can I Use Reciprocation?

• Say Yes, Yes, Yes- and bank the influence capital
• Respond to Thanks with Sure, I know you would
  do the same for me
• Pitch the larger request
• Always have a plan B

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What led some people to agree to have a billboard
put up in their front yard?
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Principle 2 - Commitment and Consistency

• Rule We want to be logical and consistent once
  we have committed to something. Nobody wants to
  be known as inconsistent.
• Strengthen Commitment
• Write it down
• Make it public
• Bigger is better
• Internalize

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How Can I Use Commitment?

• Spend time securing small commitments
• Re-iterate commitments at team or department
  meetings
• Ask clients, sponsors, and stakeholders to
  complete important documents
• Ask stakeholder to sign-off

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Why do we participate in the silly stadium wave?
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Principle 3 - Social Proof

• Rule We always look around to understand what
  is correct behavior in a given situation. The
  majority of the time it is safe to go with the
  crowd.
• Ambiguous Situations
• Similarity

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How Can I Use Social Proof?

• Emphasize others actions
• Mary, the expert on accounting systems, gave me
  an hour of her time
• The vice president of finance has committed
  resources to this project
• Focus on sign-offs from heavy hitters first
• Prepare and set the tone for an important meeting

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Why would someone continue shocking a person
saying stop?
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(No Transcript)
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Why would someone continue shocking a person
saying stop?
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Principle 4 - Authority

• Rule People feel compelled to follow an
  authority. You can place the blame on an
  authority.
• Trustworthy and expert
• Appearance sufficient

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How Can I Use Authority?

• Appearance of expert
• Title and dress
• Weave accomplishments into the conversation
• Appearance of trustworthy
• Present weaknesses first

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Why do people buy so much stuff at Tupperware
parties?
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Principle 5 - Liking

• Rule We say Yes to people we know and like.
  We have to say yes to someone.
• Similarities
• Compliments
• Familiarity
• Same goals
• Association

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How Can I Use Liking?

• Spend time getting to know people
• Invite someone for lunch
• Connect people to good news and distance them
  from bad news

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Why would someone pay 2.5 million for a stamp?
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Principle 6 - Scarcity

• Rule The more scarce an item is the more we
  desire it. We place a lot of value on having
  choice.
• Abundance to scarcity
• Competition
• Loss more motivating
• Exclusive information

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How Can I Use Scarcity?

• Present message in terms of LOSS
• Highlight unique mission of project
• Describe project team as scarce resource

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Six Principles

• Reciprocation
• Commitment and Consistency
• Social Proof
• Authority
• Liking
• Scarcity
• Ethics of use (savvy to use right)

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Take Away Strategies

• Say Yes, Yes, Yes -- bank influence capital
• Always ask for the larger amount
• Small commitments lead to larger ones
• Emphasis other peoples cooperation
• Present your weaknesses first
• Get to know and like people
• Pitch in terms of loss

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Other ideas or thoughts?
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References

• Cialdini, R. (1998). Influence The Psychology of
  Persuasion. HarperCollins.
• Cialdini, R. (2000). Influence Science and
  Practice. Allyn Bacon.
• Cialdini, R. (2001). The Power of Persuasion.
  Kantola Productions.
• Milgram, S. (1974). Obedience to Authority.
  Harper and Row.
• For sound clip see http//learningat.ke7.org.uk/so
  cialsciences/Psychology/PsyRes13/Milgram.htm