Science of Influence
One of the traits that Project Managers or any Leader needs to develop is the ability to influence. Every project ecosystem consists of Stakeholders, internal and external. These include your own team members. The ability of a Project Manager to influence these Stakeholders will ensure that the project is in control. Dr. Robert Cialdini has developed 7 principles of influence which can be used by Leaders to influence others.
1. Reciprocity:
When you do people a favour, they tend to respond in a manner you want them to. However, there are some points to note.
- It’s not about what is given, but HOW AND WHEN IT IS GIVEN. Be the first to give the favour.
- Let it be personalized and unexpected. Tell them ‘I am doing this only for you’.
Suppose, you have done a favour to a person and he/she says ‘Thank you’. What is your response?
Many of us say, ‘Its okay’, ‘It was my duty’ etc.
Some rare person may say ‘Now you also owe me a favour’. Instead use this principle
Respond ‘I did it because you are important to me and I know that you will do the same if a similar situation were to occur in future’
Since the person is grateful in this moment, chances are he/she will say ‘Yes’
This increases your chances of a favour being done by the other person when needed. Important that the response should talk about the future possible incident and not a past incident.
Business scenario: Helping a team member, doing an ethical favour to a vendor or an internal stakeholder will increase the probability of them returning the favour when you ask for it, if you also do the above.
And when they say 'Thank you'. Respond as suggested above.
Reflection: Can you think of some favours done by you in the recent past? Did you leverage them?
2. Scarcity:
When people feel that a product is scarce or will be scarce, they want it more. People want more of those things of which they can have less of. Human Beings have FOMO. We tend to value something that we are going to lose or lost more than something we have.
For example, when a shop advertises about a new product that has been launched, sales may not necessarily pick up. However, when a shop advertises an offer “for a limited time only", sales definitely increases.
Some points to note:
- While persuading someone to buy something or accept your proposal, it is not enough to let them know about the benefits. You have to tell them what they stand to lose if they don’t go with your proposal. People fear loss more than they enjoy gain.
- Limitations of time, resources etc.
3. Credibility:
People will tend to follow people who are credible, even if they are asked to perform acts which they may not completely agree. The credibility may come from their position, their title/designation, their degrees, their experience and even from the way they behave. When your boss gives an opinion, you all tend to agree. Including your title and credentials in important communication (email signature) can influence the other party to give you a hearing. Points to note:
- It’s important to signal to others what makes you a credible knowledgeable authority before making the influence attempt.
- Its better if this information is given by someone else.
Business Scenario:
- Involving your senior management in situations where there is a stalemate can help in finding a way forward, not necessarily because a new option has come up but because the same option coming from a person higher up in the chain of command carries more weightage.
Reflection: What are your credentials that you are not highlighting enough?
4. Commitment & Consistency:
If people commit, to an idea or goal, they are more likely to honour that commitment, even if it no longer makes sense to. The commitment also unconsciously induces them to demonstrate behaviour which are consistent with the commitment. Points to note:
- The commitment has to be public.
- The commitment has to be active. Meaning, just a nod of the head is not acceptable. The person has to say ‘Yes’.
- Even better to take the commitment in writing.
- Let the commitment be voluntary. Do not force a commitment.
A study was done some years ago. An NGO supporting girl’s education needed to collect funds. A person stood outside a Super-store selling popcorn. The funds collected will go to the charity. He asked shoppers ‘Would you like to buy popcorn?’. Only 15% people bought it.
He was told to change his approach. He now asked ‘Do you support girl’s education?’. Well, many people said ‘Yes’.
He then asked ‘Would you want to buy popcorn which will help some poor girls continue their education’. The numbers increased to 55%
Why?
They had already given a public commitment of their support for girl’s education. So, they don’t want to now go back on that commitment.
Business Scenario:
- When you have a verbal agreement, follow it up with a mail ‘We agreed on the following….. Please confirm’.
- How many of you have attended meetings where the participants have not completed their actions or have come unprepared? To make the meetings more effective, when the actions are assigned to team members, ask this question to each team member ‘Will you complete this action by this date?’. Wait for the response.
- If it is ‘No’, ask them what they need to complete it. Give them what they need and then ask
- If it is a ‘Yes’, there is a higher chance that the team member will complete the action since
Reflection: How can you leverage this principle in your area of work?
5. Liking:
People are easily influenced by other people that they like. The Science of persuasion suggests that we like people who:
§ Are similar to us or like the same things we do
§ Appreciate us and pay us compliments
§ Cooperate with us towards mutual goals
People are more likely to buy a product if they liked the person selling it to them or they believe that the other person is like them and therefore shares some common interests. People are more likely to be persuaded by you if they like you. So be nice in arguments.
- Keep communicating your support towards a goal which is significant for both the parties.
6. 6. Consensus/Social Proof:
P When people are confused or not sure about making a decision, they will look to actions and behaviours of others to determine their own. Especially, if these other people are similar to them or is someone whom they look upto. Advertisers use a popular celebrity to endorse a product is an example of social proof. Points to note:
- The comparison has to be with people who are considered similar to them
- The endorsement is done by someone that they consider as important
Macdonald’s were trying to sell more of their desserts. The sales-persons were told to ask the customers after they have placed their order, ‘Would you also like a dessert?’. Sales only increased 3-4%.
Behavioral Science experts suggested a change.
The sales-persons were told to ask ‘Would you like a dessert. The most popular choice in this store is McFlurry’. Sales jumped by 55%.
Social proof plus they were told what others like them were buying.
The Sales-persons were then trained to ask ‘Would you like a topping? The most popular topping in this store is Oreo’, the topping sales increased by 46%
- Practice what you preach and become the role model for your team members is a good way to influence them.
- Showcasing best practices followed by other companies to your client or asking your vendors for references are other examples.
Reflection: Are you a Role model for your team, your peers, your acquaintenaces? If you are not, how can you be one?
7. Co-creation:
People have a strong desire to say ‘Yes’ to people out of a shared identity or a feeling of togetherness.
Involving the CFO is creating a business development plan will ensure that the CFO feels obligated to approve the plan later.
You are working on a report. You create a draft and send it to your Boss. You ask your boss to give their opinion/feedback.
What do you think will be the response?
Something like, ‘You need to change Slide 3. Slide 4, there is a mistake. Slide 5 is fine’
Research suggests that asking for opinion/feedback is making the other person feel good but from a distance. Instead, if you ask your boss for their advice, there is a good chance that the response would be.
‘Let’s get onto a call and we can discuss’
Asking for advice makes the other person believe that he/she is important. He/she is part of this process. He/she is co-creating the report.
Involving customers in getting the requirements documented will ensure that he/she will share more information about desirable features. This yields 2 benefits.
- The co-created product will better meet the needs of the target audience
- The process of co-creation increases the feeling of togetherness
We have strong desire to say ‘yes’ to people out of a shared identity or feeling of togetherness. Also, they are more likely to ignore information about your shortcomings. Points to note:
- The Stakeholder should feel that he/she is an equal partner in the creation process
- While seeking their opinion, use words like ‘advice’ which increases the sense of togetherness
Business Scenario:
- Co-create strategy with the stakeholders who are the target audience and/or who will be key decision makers in the approval process.
Reflection: What are the projects you are currently working on or will be working in the near future? How can you involve your stakeholders in co-creation?
8. Choices:
People are more likely to do things that you would want them to do, if they are given a choice. When you give people a choice, they feel they are in control of the decision and when they make the decision, they also feel accountable for it which acts in your favour.
Well, the problem is about human psychology. People like to buy things but don’t like to be sold to.
When someone tells you to do something, you don’t like it. Call it ego, call it resistance to change. Call it a belief that I don’t have the power. 42 different research studies have shown that when you add a line ‘But the choice is yours’ after giving advice, the acceptance is significantly higher. People believe that they have the power to choose.
Business Scenario:
In a project context, you may have a team member who is lacking a particular skill. He is otherwise very good but somehow doesn’t understand that he/she needs to improve this skill. You have advised him, coached him but to no avail.
As per this principle, tell your team member ‘I believe you need to improve your communication skills. Shall I nominate you for a training?’. The answer may be ‘Yes’ or a ‘No’ but there is a possibility he will not attend.
Add a line ‘But the choice is yours’.
This seems to make him believe that he has the power. To increase the chances of him attending the training, highlight the benefits of choosing that particular option while playing down the other option. “If you attend this training, you may become eligible for a role in the new account. Without this skill, that move may not be possible. But, the choice is yours”.
Reflection: Reflect on your interactions with your team members in the recent past. Did you give them advice, ask them to do something or give them a choice?
Coach Ram
(Reference: Dr. Robert Cialdini's Science of Persuasion)
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