01. spheres of influence eng

Asoka Siriwardana SLAS Special Grade 2

SPHERES OF INFLUENCE AND PERSUASION

Asoka Siriwardana SLAS Special Grade

THE POWER OF INFLUENCE AND PERSUASION

From the moment a person

is born, they are constantly

trying to draw attention to

themselves.

Not only do we try to get attention by nature, but we also try to persuade or influence people to act or take action in a desired direction.

Most of us have been using the power of persuasion from birth, but very few people actually study techniques on influencing others.

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CONTINUED…

The power of influence and persuasion is an art

It can be mastered with careful practice.

Keep in mind that people are driven by instinct, emotions, needs, wants, desires, and beliefs.

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DEFERENCE BETWEEN POWER AND INFLUENCE

Power evokes fear,

But influence evokes respect.

In both the cases, the objective is achieved and the work is done in the manner you want but as soon as fear factor is gone, quality of work suffers.

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On the other hand, influence has got such a magicthat those under the influence keep working in thedesired manner even in the absence of the influentialperson.


CONTINUED…

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Influence is a desirable trait in any leader.

Power is imposed from the top as when your boss asks you to do a job.

You do it in time and in the manner that your boss has asked you to do, but you do it more out of fear than any love or respect for him.

You do the job because it is your duty and you are fearful that you might get reported if you do not complete the job.


Some people are powerful because of their influence.

Most derive their power from the post they have got.

Adolf Hitler was powerful because of his position as the leader of Nazi Germany.

Mahatma Gandhi was the most influential personality ever to have breathed in India.

All the power he had was derived from his influence.

He had no post, nor any power from the top – yet he had millions of followers who were ready to die for his cause or obeyed him blindly.

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CONTINUED…


Your spheres of influence


HOW TO PERSUADE AND INFLUENCE PEOPLE TO ACHIEVE PERSONAL POWER

Your ability to persuade and influence people to help you get the things you want in life is one of the most important skills you can develop.

By learning how to persuade and

influence people, you can achieve greater personal power and get more of the things you want faster than anything else you do.

It can mean the difference between success and failure.

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It can guarantee yourprogress and enableyou to use all of yourother skills andabilities at the veryhighest level.

Learning how topersuade people willearn you the supportand respect of your

customers, bosses, co-workers, colleaguesand friends.

The ability to influenceothers to do what youwant them to do canmake you one of themost important peoplein your community.

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CONTINUED…


Your job is to become absolutely excellent at influencing and motivating others to support and assist you in the achievement of your goals and the solving of your problems.

All truly effective people have mastered the art of getting lots of other people to work with and for them in the accomplishment of their objectives.

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CONTINUED…


The key to persuasion is motivation.

Every human action is motivated by something.

You must find out what motivates other people and then to provide that motivation.

People have two major motivations: the desire for gain, and the fear of loss.

The desire for gain motivates people to want more of things they value in life.

They want more money, more success, more health, more influence, more respect, more love and more happiness.

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PERSUASION AND MOTIVATION


Human wants are limited only

by individual imagination.

No matter how much a person has, he or she still wants more and more.

When you can show a person how he or she can get more of the things he or she wants by helping you achieve your goals,

you can motivate them to act in your behalf and achieve greater personal power.

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CONTINUED…


•Legitimate•Reward•Coercive

Position Power

•Expert•Referent

Personal Power

TWO TYPES OF INFLUENCING POWER


Power that comes from a person’s

formal title, role, or position.

For example, “the boss” in the

workplace has more power than the

workers through his/her formal

position of being a manager or administrator or business owner.

In the classroom, a teacher has more positional power than students.

In a military unit, greater positional power is attributed to those with a higher military rank.

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POSITION POWER


LEGITIMATE POWER

Authority granted from a formal

positions in an organization.

Rights, responsibilities and prerogatives accrue to anyone holding a formal leadership position

Set goals, make decisions and direct activities


REWARD POWER

Authority to bestow rewards on other people

Appointed leaders may have access to rewards such as pay increases, promotions, physical resources,

Influences subordinate’s behavior


COERCIVE POWER

Authority to punish or recommend punishment

Opposite of reward power

Right to fire, demote, criticize, reprimand or withdraw pay raises


PERSONAL POWER/REFERENT POWER

Dependent on personal

characteristics rather than title

Personal power is attributed to someone who has character traits admired by people in a group.

For example, a group might admire honesty, charisma, eloquence, and trustworthiness;

Person with most or all of those traits would have the greatest personal power.

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Results from special knowledge or skill

Followers go along with recommendations because of his/her superior knowledge usually gained from experience

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EXPERT POWER

If the group of people who admired those traits were voters, and the person who had those traits was running for election, this personal power might lead to the voters electing that person.

The voters would be choosing the person with the most personal power

CONTINUED…


A SPHERE OF INFLUENCE (WHAT DO YOU NEED TO DO)

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Gathering Information

Find a Sponsor who had a good friendship with Professor

An appointment with him

Introduced

Game is over

Opportunity: To get approval for the proposal of the M Phil Strategy: Meet the professor personally


HOW TO INFLUENCE UP AND DOWN

When Managers Influenced Superiors

When ManagersInfluenced Subordinates

Reason Reason

Friendliness Friendliness

Coalition Coalition

Assertiveness Assertiveness

Higher Authority Higher Authority/Sanction

Bargaining Bargaining

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CONTINUEDD…

Reason

A. If logic is irrefutable then your case will also be irrefutable.

D. If info or logic is suspect strategy is weakened.

Friendliness

A. Others enjoy supporting you

D. Overuse may lead people to suspect your motives

and competence.

Coalition

A. May seem overwhelming to others.

D. May be interpreted as conspiracy.A=Advantage D=Disadvantage 23


CONTINUED…

Assertiveness

A. Very effective when immediate action is essential.

D. May create resentment with overuse.

Higher Authority

A. Effective when dealing with those who are reluctant to change.

D. May undermine relationships or be interpreted as a threat. The Higher Authority may view it as weakness.

Bargaining

A. May provide a quick result when you have something valuable/desirable to negotiate.

D. Creates obligations for the influencer.

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CLASS – R

C - Consistency

and Commitment

L - Liking Principal

A - Authority and power

S - Scarcity

S - Social Proofing

R - Reciprocation

CIALDINI'S SIX PRINCIPLES OF INFLUENCE

Robert Cialdini


CIALDINI INFLUENCE

Reciprocity

Commit &

Consistent

Liking Authority

Scarcity

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Social Proof


Consistency Style: Create brand image.

Nothing Change

Hair cut

Neat cloth

Walking

Set of value:

Lord Buddha- Five precept

Jesus- Ten Commands

Consistency behavior

Behavior is very important to leader

Consistency


Jawaharlal Nehru

Cap

Example For Brand Image

Mahinda Rajapaksha

Dress and beard Mahatma Gandhi

Dress

Nothing Change


BRAND IMAGE WITH HAIR CUT AND MUSTACHE

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David Beckham

professional footballer

Adolf Hitlerwith Toothbrush moustache

Lasith Malinga

Charlie Chaplin with Toothbrush moustache


Build your Brand


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Psychological Commitment Flatter and praise, Make guilty tactically

Emotional Commitment This is very difficult to build.

Adolf Hitler, Mahatma Gandhi, Nauru

Formal Commitment Signing of married certificate

Asian marriage festival is more complex thanEuropean.

Therefore European can easily get divorce.

Three types of Commitment


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People like people who are similar tothem (Shared interests)

Eg. Famous sport, meals, Drink

Liking Principal


Human nature loves to comply,

listen, and follow authority.

If there is a Doctor, Lawyer, MBA,

or PhD next to someone’s name, people

immediately believe whatever they might say.

“Just believe me, I am an expert in this field”

Go to the restaurant; order the drink, waiterdelayed.

If you shouted him; it is power.

If you complain the manager; it is authority.

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AUTHORITY


SCARCITY

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People assign more value to less availability

How have you created more valueand less availability to your product or service?

It states that people will assign more value to opportunities when they are less available.

People cannot stand missing out on a good thing, or that a deal might be lost forever.

When scarcity of products or services are created, their value and demand will increase immediately.

This is a well known Economic Theory.


Scarcity moves product from a logical, to an emotional buying decision, giving the market the control.

Think of diamonds: diamonds are not scarce.

The diamond industry creates a scarce environment by vaulting the majority of diamonds.

They hold back supply so that people think they are scarce

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CONTINUED…


The reality is, there are millions upon millions of diamonds sitting in bank vaults.

Their cartel depends upon it.

Identify the customers true need try to make itscarce!!

People are motivated more by what they will loseas opposed to what they will gain of equal value.

Eg. You can buy this shirt only for today and onlythis place. Tomorrow is holiday.

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CONTINUED…


• People generally look to other people similar tothemselves in making decisions.

• People will act and do as others are doing.•When people see that others are buying one product

or service, their uncertainty washes away.

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SOCIAL PROOFING


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Dress, perfume, watch, pen, phone,shoes, belt, Vehicle

Symbols of power


STORY TELLING

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CONTINUED…

Story is very important to theleader.

Before he comes to the newoffice everybody entered to the board.

Ready to say “yes” Stories have a way of connecting with people’s

emotions and keeping them engaged. When people listen to stories, they

actually simulate the story within their own minds, which allows them to connect on an intimate level to what is being said.

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CONTINUED…

This connection can influence their behavior in numerous ways.

The real power and influence comes when someone can tell stories in such a way that they create events in reader’s minds that influence them to make directed decisions.

Storytelling is one of the most powerful tools for presenting your product, brand, benefits and services.

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Instead of telling people how your company provides a service, tell them a story about a customer who had a life-altering experience because of their recent purchase of your service.

We are drowning in dull information, good stories can cut through the noise.

Personal stories feel ‘real’ vs abstract concepts, statistics, or logical arguments.

Stories capture people on an emotional level, creating a deeper, intimate bond.

Stories are memorable. People forget facts but remember stories.

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CONTINUED…


Never underestimate the Power of reciprocation.

It works wonders, and should be used by all leaders at all levels.

It is the practice of giving things away.

This rule requires that one person try to repay, in kind, what another person has provided.

Give your clients and prospects something for free and they will feel indebted to you.

When your audience accepts something for free, they are now more vulnerable to your influence.

They feel a strong desire to be loyal to you and your goal.

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THE POWER OF RECIPROCATION


THE RHETORIC OF ARISTOTLE AND INFLUENCE

Three types of rhetoric for influence

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Rhetoric is Persuasion, Convincing audiences that the speaker is probably right one-to-many communicationRhetoric is the art of written or spoken communication

Logical (logos): line of argumentEthical (ethos) : revealing of speaker’s characterEmotional (pathos): the feeling drawn from the listeners


CONTINUED… Logical (logos)proof: line of argument

Examples are used by the speaker to draw a final conclusion from specific cases

Ethical (ethos) proof: Revealing of speaker’s character

Speaker must seem plausible as well as the argument being plausible.

He has to prove his credibility,

Virtuous character (good and honest)

Goodwill (good intentions for the audience)

Emotional (pathos)proof: Feeling drawn from the listeners

Anger, Love/friendship, Fear, Shame, Indignation, Admiration


INFLUENCE IN ADVERTISING

A female consumer is thinking of buying a new car

She has a negative attitude toward high Fuel prices

The Toyota is advertised as a high mileage vehicle

She forms a favorable impression of the Toyota Aqua female

consumer

hybrid car

high fuel prices

+ -

-

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CONTINUED…

Image-based advertising

Feelings and images associated with a brand are powerful purchase influencers

Brands are associated with favorable images and idealized lifestyles

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CONTINUED…

Public information/awareness campaignsDrug Abuse Resistance Education (DARE)Seat belts save livesDon’t drink and drive

Social movementsPETA "People for the Ethical Treatment of

Animals" Operation Rescue (pro-life)

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Consumer guilt and environmentally, socially conscious products Green stock funds Fair trade coffee Sweatshop free goods

Cause marketing Partnering with a high profile

cause or a non-profit organization with whom the public sympathizes

Healthy labels organic anti-oxidants hypo-allergenic

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CONTINUED…


WHAT IS BRANDING?

•A brand is the symbolic embodiment of all informationencoded with a product or service.•Branding is the process by which a company, productor image becomes synonymous with a set of values,aspirations or states.

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If you want to build a boat, do not instruct the men to saw wood, stitch the sail, prepare the tools and organized the work , but make them long for setting sail and travel to distant lands.

Antoine de saint-exupéry

01. spheres of influence eng

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