1. How to Become a Better
Influencer in Sales
Dave Malone
Evolve Consultants
www.evolve.ie

2. 3 questions
• Testimonials: Before you meet v during your presentation?
• Which do you show first: Less costly v Most costly?
• What do you present to a prospect: Pain v Gain?

3. Facts about Influence
• Two way
• People think they are better
• Not manipulation
• Process not one hit wonder
• Better looking and old
• No.1 stressor – poor interpersonal relationships
• Takes planning, practice and perseverance

4. 3 Ways to Change Behaviour
• Compliance
• Commitment Result Belief
• Internalisation
Behaviour

5. Ethical Influence
What is necessary to change a person is to
change his / her awareness of himself / herself
(Abraham Maslow 1908-1970)

6. Rule 1
Fact: You can only help people work it out
for themselves

7. What are the traits of great influencers?

8. Traits of Best Influencers
• Open (appearing to be)
• Honest
• Trustworthy
• Facilitative / Consultative
• No pressure
• Compromise (give a little bit)
• Not feared
• Never manipulative
• Flexible

9. The rules of Reciprocation
• Feel indebted to others when someone does us a good turn or gives us
something
• We often pay people back much more than we received
• Example: The Hare Krishna Society (Flowers to Flags)
• Example: Samples in supermarkets
• The Christmas card conundrum
“Who can I help first not who can help me?”
9

10. Reciprocation
• “I am obliged to give back to you the form
of behaviour you have given back to me”.

11. Commitment and Consistency
“We like to act consistent with the identity we hold for ourselves”

12. Commitment and Consistency
• We are much more likely to do something if we have already
made small commitments to do something towards it
• Example: Restaurant in Chicago
– Call if you have to change reservation v will you call if you have to change your
reservation (30% down to 10%)
• Cancer charity collection
• Incremental movement – help buyers verbalise
12

13. Social Proof

14. ‘Don’t use all towels in room
1. Because it will save environment
2. Because it will conserve energy
3. Because all other guests are doing it

15. The Law of Social Proof
• When we’re unsure of what action to take, we look to others to see what
they’re doing for guidance, or even instruction
• Ever driven past a road accident behind many other motorists and
wondered why no-one stopped? This is Social Proof in action
• www.hotel.com / 9 out of 10 cats prefer…. / Testimonials
15

16. The Law of Liking

17. The Law of Liking
A.K.A. - “the friendly thief.”
• Physical / Similarity / Compliments / Values
• Mainly, people will only ever buy from people they know, like and trust
• Credibility and likeability amongst your most targeted prospects is such
an important gap to bridge
• “Matching and mirroring”
• “Researching and profiling”
17

18. Authority
• Society is structured based on this law
• We are much more likely to act if you are authority
figure.
• We grew up with this conditioning
• “The J-walker”
18

19. Scarcity
• When something is in short supply, we want it
• Price of oil / Flu vaccine / SSIA
• Generally people act more out of fear, or the
avoidance of perceived pain, than they will for the
joy, or pursuit of perceived pleasure or opportunity
• Apple Computers are masters at restricting supply
of their products.
19

20. Contrast and Comparison
• We perceive something of higher value when it’s
compared to something of even higher value
• Car Showrooms (Most expensive to car no 2)
• Show your best first
20

21. Your Message
• Their photographs
• Short & simple
• The power of three
• Action orientated
• 1st party

22. Know yourself .. Know others
• “No such thing as awkward patients just
inflexible doctors” – Dr Patch Adams
• Research
• Listen
• Flex

23. Extrovert
RED YELLOW
Analyse Where are you? Gut
BLUE GREEN
Introvert

24. Forward
Aggressive / Forward
Dominance Influence
Considered Impulsive
& &
Controlled Open
Compliance Steadiness
Reserved

25. Forward
Aggressive / Forward
Director Influencers
Results-Oriented “Sales Personalities”
The “Boss” Motivators
Leads from the front 3 of these + 6-pack = party
Considered Impulsive
& &
Controlled Open
Analytical Team players
Quality-Oriented “Feelers”
Step-by-Step Empathetic
Get it Right Listeners
Reserved

26. Style Spotting - Some Clues
• Direct • Sociable, enthusiastic
• Inner certainty • Outgoing/faster pace
• May interrupt • Smiles more
• Focused questions • More gestures
•‘Tell’ style • Flippant
• Asks detail questions • Slow to approach
• Reserved • Slower speech
• Business focus • May be hesitant
• Little facial expression • Pauses before replying
• Considered answers • ‘Ask’ style

27. How to communicate with me...
Action Oriented Experiential
Get to the Point Get me involved
Practical Action Interactive
Immediate Spontaneous
Fast Sociable
Theoretical Reflective
Give me the details Give me time to review
Intellectual Structured Activities
Thorough Processing Stands back
Research Cautious