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. 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 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’.

- Acknowledge the favour done by the other person – ‘Thank you. I did it because you are an important person for me’. Add that ‘I am sure that if you would be in my place, you will also be doing something similar’

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.


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 an offer “for a limited time only", sales increase but when a shop advertises about a new product that is launched, sales may not necessarily pick up.

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 like to buy, but do not like it when it is sold to them. They believe they have lost the control and power. They think they don’t have a choice. Add a line after highlighting what they may lose ‘But, the choice is yours’. This tends to make them believe they are in control.

Business Scenario: Let Stakeholders know about the scarcity of resources or time, to influence them to support you. 


3. Authority: People will tend to obey authority figures, even if they are asked to perform acts which they may not completely agree. When a boss gives an opinion, we 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: Citing the credentials of a team member when putting him or her in front of a client can positively influence the other person. 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.


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. 

Business Scenario: Get commitments in writing to timelines and policies. 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 again.

If it is a ‘Yes’, there is a higher chance that the team member will complete the action since he/she made a public commitmen


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 were 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.

Business Scenario: Build rapport with stakeholders and in the process identify commonalities in them which you can highlight. Appreciate people even for small deeds and keep communicating your support towards a goal which is significant for both the parties.


6. 6. Consensus/Social Proof: People will do things that they see other people are doing especially if the other person is someone important or someone like you. 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

Business Scenario: 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.


7. Co-creation: Inviting stakeholders to co-create will ensure that they feel an obligation to support it. Involving the CFO is creating a Business development plan will ensure that the CFO feels obligated to approve the plan later. 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. 


Coach Ram

(Reference: Dr. Robert Cialdini's Science of Persuasion)



 

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