Download - 01. Spheres of influence Eng
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.
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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.
Asoka Siriwardana SLAS Special Grade
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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Asoka Siriwardana SLAS Special Grade
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…
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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…
Asoka Siriwardana SLAS Special Grade
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
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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…
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•Legitimate•Reward•Coercive
Position Power
•Expert•Referent
Personal Power
TWO TYPES OF INFLUENCING POWER
Asoka Siriwardana SLAS Special Grade
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
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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
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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
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COERCIVE POWER
Authority to punish or recommend punishment
Opposite of reward power
Right to fire, demote, criticize, reprimand or withdraw pay raises
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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…
Asoka Siriwardana SLAS Special Grade
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
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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
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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
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CIALDINI INFLUENCE
Reciprocity
Commit &
Consistent
Liking Authority
Scarcity
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Social Proof
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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
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Jawaharlal Nehru
Cap
Example For Brand Image
Mahinda Rajapaksha
Dress and beard Mahatma Gandhi
Dress
Nothing Change
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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
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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
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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
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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.
Asoka Siriwardana SLAS Special Grade
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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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…
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• 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
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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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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…
Asoka Siriwardana SLAS Special Grade
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
Asoka Siriwardana SLAS Special Grade
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
Asoka Siriwardana SLAS Special Grade
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
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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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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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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…
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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