The last blog explored numerous ways to influence. This one will focus on one model from renowned author Robert Cialdini, an American Psychologist and Professor who wrote a popular book on persuasion and marketing. He found that influence is based on six key principles: reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. A 7th principle of unity was added later.
Here is what the concepts are all about and their applications to the workplace:
1. Reciprocity: People have a natural tendency to reciprocate when someone does something for them. If you do a favor for someone, they are more likely to feel obligated to do something in return. When working on a team or project, offer to help your colleagues when they need assistance. They are more likely to reciprocate and help you in return and relationships can naturally blossom.
2. Commitment and Consistency: Once people make a commitment or take a stand on a particular issue, they tend to behave in ways that are consistent with that commitment. They want to align their actions with their stated beliefs. When presenting an idea or proposal, highlight how it aligns with the company's mission or previous decisions, emphasizing consistency with past actions to bring others along.
3. Social Proof: People often look to the behavior of others as a guide for their own actions. When they see that many others are doing something, they are more likely to follow suit. Share success stories or case studies of how others in your organization have achieved positive results using a particular strategy or product.
Use testimonials and reviews to demonstrate that your product or service has been well-received by others in the industry.
4. Authority: People tend to trust and obey authority figures. They are more likely to be influenced by someone who is perceived as knowledgeable, credible, or an expert in a particular domain. When presenting, establish your expertise by citing research, experience, or relevant qualifications. Collaborate with influential figures or experts in your field to lend credibility to your initiatives or projects.
5. Liking: People are more easily influenced by those they like or feel a connection with so aim to find common interests. Building rapport and establishing a positive relationship can enhance your ability to persuade others, and a great way to do that is by showing genuine interest in their needs and concerns.
6. Scarcity: The idea that something is scarce or in limited supply can make it more desirable to people. They may be motivated to take action to acquire it before it's gone. Create a sense of urgency around important projects or deadlines to motivate team members to prioritize their work. Offer limited-time promotions or discounts to encourage customers to make purchasing decisions more quickly.
7. Unity: The more we identify ourselves with others, the more we are influenced by them. Taking time to find commonalities through one-on-one engagements or team-building activities will allow you to build a good rapport and influence others. You can emphasize common goals and values.
Cialdini’s principles provide a robust framework for ethical persuasion that can be applied to the workplace. These concepts can enhance your ability to navigate team dynamics and inspire action. Influence, when rooted in authenticity, can drive progress and strengthen bonds within any organization.
Quote of the day: “The key to successful leadership is influence, not authority.” -Ken Blanchard
Which principle do you find to be the hardest and easiest to apply in the workplace? Comment and share with us; we would love to hear!
The next blog in this series 4/4 will focus on getting buy-in.
As a leadership development and executive coach, I work with leaders to sharpen their influencing skills for win-win opportunities, contact me to explore this topic further.
How are you successful with influencing?