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.
3

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.
4

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.
5
On the other hand, influence has got such a magic
that those under the influence keep working in the
desired manner even in the absence of the influential
person.

CONTINUED…
6
 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.
7
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.
9

 It can guarantee your
progress and enable
you to use all of your
other skills and
abilities at the very
highest level.
 Learning how to
persuade people will
earn you the support
and respect of your
customers, bosses, co-
workers, colleagues
and friends.
 The ability to influence
others to do what you
want them to do can
make you one of the
most important people
in your community.
10
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.
11
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.
13
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.
15
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.
19

 Results from special knowledge or skill
 Followers go along with recommendations because
of his/her superior knowledge usually gained from
experience
20
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)
21
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 Managers
Influenced Subordinates
Reason Reason
Friendliness Friendliness
Coalition Coalition
Assertiveness Assertiveness
Higher Authority Higher Authority/
Sanction
Bargaining Bargaining
22

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.
24

 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
Reciproci
ty
Commit
&
Consiste
nt
Liking Authorit
y
Scarcity
26
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
29
David Beckham
professional
footballer
Adolf Hitler
with Toothbrush moustache
Lasith Malinga
Charlie Chaplin
with Toothbrush moustache

Build your
Brand

31
 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 than
European.
 Therefore European can easily get divorce.
Three types of Commitment

32
 People like people who are similar to
them (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, waiter
delayed.
 If you shouted him; it is power.
 If you complain the manager; it is authority.
33
AUTHORITY

SCARCITY
34
 People assign more value to less
availability
 How have you created more value
and 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
35
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 it
scarce!!
 People are motivated more by what they will lose
as opposed to what they will gain of equal value.
 Eg. You can buy this shirt only for today and only
this place. Tomorrow is holiday.
36
CONTINUED…

•People generally look to other people similar to
themselves 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.
37
SOCIAL PROOFING

38
 Dress, perfume, watch, pen, phone,
shoes, belt, Vehicle
Symbols of power

STORY TELLING
39

CONTINUED…
 Story is very important to the
leader.
 Before he comes to the new
office 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.
40

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.
41

 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. 42
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.
43
THE POWER OF RECIPROCATION

THE RHETORIC OF ARISTOTLE AND INFLUENCE
Three types of rhetoric for influence
44
Rhetoric is Persuasion,
Convincing audiences that the
speaker is probably right one-to-
many communication
Rhetoric is the art of written or
spoken communication
Logical (logos): line of argument
Ethical (ethos) : revealing of speaker’s character
Emotional (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
+ -
-
46

CONTINUED…
 Image-based
advertising
 Feelings and images
associated with a
brand are powerful
purchase influencers
 Brands are associated
with favorable images
and idealized
lifestyles
47

CONTINUED…
 Public information/awareness campaigns
 Drug Abuse Resistance Education (DARE)
 Seat belts save lives
 Don’t drink and drive
 Social movements
 PETA "People for the Ethical Treatment of
Animals"
 Operation Rescue (pro-life)
48

 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
49
CONTINUED…

WHAT IS BRANDING?
•A brand is the symbolic embodiment of all information
encoded with a product or service.
•Branding is the process by which a company, product
or image becomes synonymous with a set of values,
aspirations or states.
30

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

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