This Powerpoint presentation provides details of the Science of Influence and Persuasion presented at the CSMC National Conference, Banff, October 4, 2014

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The Science of Influence and Persuasion
This slide presentation is copyright, and may be used for
individual personal use only.
May not be duplicated and used for training or commercial
purposes without the express written permission of the author,
Ray Williams

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4. video clip of Bridge on River Kwai
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A Second Story Of Influence and Persuasion

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A Second Story Of Influence and Persuasion
Video clip of To End All Wars

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Influence and Persuasion in the Most Difficult Situations
In each scenario what methods of
influence and persuasion did you observe?
Discuss

8. Outline for the Day
Agreements-- You agree to:
•Actively participate in workshop
activities
•Not make anyone feel “wrong”
•Show up authentically
•Be on time after breaks
•Use silent hands up and stop
talking when prompted by presenter
•Restrict phone use to breaks and
lunch

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10. Introductions

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What Influence and Persuasion is Not
It is not manipulation, coercion or an
attempt to control another person
through unethical or immoral strategies
or tactics towards an exclusive self-serving
end

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18. Persuasion Exercise Instructions
1. Two people in the circle
2. In 4 minutes, each person must
convince the other person to leave
the circle
3. No physical contact allowed
4. The person must leave voluntarily
5. Other people outside circle encourage
both people

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20. What Science Says Are The Principles
of Influence and Persuasion

21. Video clip of The Science of Influence and Persuasion
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22. Science of Persuasion
In your group,
discuss how
you might use
these
principles at
your Club for
greater
productivity
and success.
• Reciprocity
• Scarcity
• Liking
• Consensus
• Authority
• Consistency

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24. “Selling As Influence”

25. Video clip of the Wolf of Wall Street
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26. “Selling As Influence”
Are We Not All Selling?

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31. Influence and Identity
• Alberta has more than its
statistical share of Alberts
than it should have
• Florence has more than its
statistical share of
Florences than it should
have
• People with the name
Dennis are more likely to
be a a dentist when
compared to the rest of the
population
• A significant number of
people choose to live on
streets whose name
matches their own

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Influence Through Your Personal Brand-Exercise
• Write down 5-7 key words or phrases that
other people would use to describe you, your
identity, looks or personality

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Influence Through Your Personal Brand-Exercise
• Write down 5-7 key words or phrases that you would
describe yourself, your identity, looks or personality
• What if anything is the difference?

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Examples of Other
Strategies for Indirect
Influence

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39. Influence: “Decide Right Now”
In a situation where the other
person is undecided about a
direction you want to take,
ask him/her this:
“If you had to decide right
now, this minute, what would
you decide?”
Ask them to write it down.
Then walk away and deal
with something else. Return
after 10 minutes and ask for
response.

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43. Priming the Mindset
Mark is entering his 2nd year of
college. In his first year, he did
well in some classes and not in
others. Overall, he had a good
attendance record. His parents are
both doctors and he is registered
in pre-med, but is not sure he
wants to be a doctor.
Rate his level of motivation from
1(low) to 10(high)

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45. Video clip here
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47. Persuasion Exercise Instructions
1. Two people in the circle
2. In 4 minutes, each person must
convince the other person to leave
the circle
3. No physical contact allowed
4. The person must leave voluntarily
5. Other people outside circle encourage
both people

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Influencing Through Non-Verbal
Communication

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The Difference Between Verbal and
Non-Verbal Communication
The average person speaks words that total about 36
minutes a day
The average sentence takes about 12.5 seconds in time
Our brains recognize 5,000 different kinds of facial
expressions

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54. Internal Representation Systems
Visual people

55. Internal Representation Systems
Auditory People

56. Internal Representation Systems
Kinesthetic People

57. Internal Representation Systems
Auditory Digital
People

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Exercise in Mirroring

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76. The Handshake Exercise

77. Hand Gestures

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79. Take The Cultural Test
A
1. Europe and North America
2. Mediterranean, Russia, Brazil, Turkey
3. Tunisia, France, Belgium
4. Japan

80. Take The Cultural Test
A
1. Europe and North America: OK
2. Mediterranean, Russia, Brazil, Turkey: An
orifice
3. Tunisia, France, Belgium: Zero, worthless
4. Japan: Money, coins

81. Take The Cultural Test
B
• Western countries:

82. Take The Cultural Test
B
• Western countries: One, Excuse me!; As God
is my witness; No!

83. Take The Cultural Test
C
1. Australia, New Zealand, Malta
2. Germany, Britain:
3. US.A.
4. France, Canada:
5. Ancient Rome:

84. Take The Cultural Test
C
1. Australia, New Zealand, Malta: Up yours
2. Germany, Britain: Victory
3. US.A. Two
4. France, Canada: Peace
5. Ancient Rome: Caesar ordering 2 glasses of
wine

85. Take The Cultural Test
D
1. Europe:
2. Catholic Countries:

86. Take The Cultural Test
D
1. Europe: Three
2. Catholic Countries: A blessing

87. Take The Cultural Test
E
1. Europe
2. Britain, Australia, New Zealand
3. U.S.A:
4. Japan:

88. Take The Cultural Test
E
1. Europe: Two
2. Britain, Australia, New Zealand: One
3. U.S.A: Waiter!
4. Japan: An insult

89. Take The Cultural Test
F
1. Western Countries:
2. Japan:

90. Take The Cultural Test
F
1. Western Countries: Four
2. Japan: An insult

91. Take The Cultural Test
G
1. Western Countries:
2. Everywhere:
3. Greece and Turkey:

92. Take The Cultural Test
G
1. Western Countries: Five
2. Everywhere: Stop!
3. Greece and Turkey: Go to hell!

93. Take The Cultural Test
H
• Mediterranean:
• Bali:
• Japan:
• South America:
• France:
• Dr. Evil:

94. Take The Cultural Test
H
1. Mediterranean: Small penis
2. Bali: Bad
3. Japan: Woman
4. South America: Thin
5. France: You can’t fool me!
6. Dr. Evil: 1 million dollars!

95. Take The Cultural Test
I
1. Mediterranean: Malta and Italy:
2. South America:
3. U.S.A. Texas University:

96. Take The Cultural Test
I
1. Mediterranean: Your wife is unfaithful
2. Malta and Italy: Protection against the Evil
Eye
3. South America: Protection against bad luck
(when rotated)
4. U.S.A. Texas University Longhorns football
team Logo

97. • Take The Cultural Test
J
1. Greece:
2. The West:

98. • Take The Cultural Test
J
1. Greece: Go to hell!
2. The West: Two

99. Take The Cultural Test
K
1. Ancient Rome:
2. U.S.A. and Canada:

100. Take The Cultural Test
K
1. Ancient Rome: Up yours!
2. U.S.A. and Canada: Sit on this!
Screw you!

101. Take The Cultural Test
L
1. Europe:
2. Australia:
3. Widespread:
4. Greece (thrust forward):
5. Japan:

102. Take The Cultural Test
L
1. Europe: One
2. Australia: Sit on this! (upward jerk)
3. Widespread: Hitchhike; good; OK
4. Greece (thrust forward): Up yours!
5. Japan: Man, five

103. Take The Cultural Test
M
1. Hawaii:
2. Netherlands:

104. Take The Cultural Test
M
1. Hawaii: Hang Loose
2. Netherlands: Do you want a drink?

105. Take The Cultural Test
N
• U.S.A:

106. Take The Cultural Test
N
• U.S.A: I love you

107. Take The Cultural Test
O
1. The West:
2. Greece:
3. Widespread:

108. Take The Cultural Test
O
1. The West: Ten; I surrender!
2. Greece: Up yours, twice!
3. Widespread: I’m telling the truth

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112. Persuasion Exercise Instructions
1. Two people in the circle
2. In 4 minutes, each person must
convince the other person to leave
the circle
3. No physical contact allowed
4. The person must leave voluntarily
5. Other people outside circle encourage
both people

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The Clinton “Box”
• Move your hands in a box—neck to waist,
shoulder width
• Don’t touch anything above your neck
• Don’t touch anything below your waist
• If it is a one-to-one or small group conversation,
don’t extend arms and hands out wide, rather,
turn body and point hands if you must

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The Clinton “Box”
• Avoid waving your arms and fast movements
• Make gestures soft and slow unless you are
making a dramatic point
• Keep space between the hands and avoid
grasping them together

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126. How Laughter Influences Us

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130. Laughter Exercise

131. How Body Language can Influence Behavior
A job applicant
has a better
chance of getting
the job with
resume attached
to a heavier
clipboard

132. How Body Language can Influence Behavior
Writing down
negative thoughts
with non-dominant
hand
will lessen
anxiety

133. Body Language “Tricks” That Can Change
Your Emotional State
 Clenching fists
increases self-esteem
and
self-control and
confidence

134. Body Language “Tricks” That Can Change
Your Emotional State
 Lying down
improves
problem-solving
and
creativity

135. Body Language “Tricks” That Can Change
Your Emotional State
 Dancing
increases desire
for positive
relationships

136. Body Language “Tricks” That Can Change
Your Emotional State
 Increasing
temperature
makes you a
“warmer”
person

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141. Persuasion Exercise Instructions
1. Two people in the circle
2. In 4 minutes, each person must
convince the other person to leave
the circle
3. No physical contact allowed
4. The person must leave voluntarily
5. Other people outside circle encourage
both people

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Listening Skillls
What are the elements of good listening skills?

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Empathetic Listening
• Master reading non-verbal communication
• Look for what is not being said
• Acknowledge the other person’s feelings
• Summarize the other person’s communication using THEIR
words
• Assure the other person that they have been heard and
“seen”

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146. First Impressions
The brain makes
a first
impression of a
person in 13
milliseconds.

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Scientific Research Suggests We Unconsciously
React To Events Up To 10 Seconds Before They
Happen

148. How To Make A Powerful First
Impression
• Open your attitude
(mind and heart)
• Make eye contact and
smile real
• Be the first to extend
a warm handshake
• Lean forward and
bow your head
slightly

149. How To Make A Powerful First
Impression
• Make body gestures
slow and deliberate
• Sync body language
with words
• Speak more slowly
• 70/30
listening/speaking
• Ask lots of
meaningful questions

150. How To Make A Powerful First
Impression
• Speak in shorter
sentences
• Get the other person
to talk about
themselves
• Repeat the last three
words the other
person says when it’s
your turn to speak

151. Influence, Language and the Brain
1. Remove inactive linking
verbs (eg: “is,” “are,”) your
communication
2. Shorten your sentences
3. Avoid adverbs in speech
and writing

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How Language Patterns Can Influence People

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154. Persuasive Language Exercise
Scenario:
A sales manager has a team
member who usually
overachieves their target by 5%.
This person has just been given
their new target for the year and
was increased by 11% instead of
the usual 8%. This person is now
struggling to imagine achieving
the new target.

155. Persuasive Language Exercise
Sales Manager Says:
“If you doubled the number of calls
you are making, that would result
in more success. Also, ensure you
ask for referrals when you get a
negative response.”

156. Persuasive Language Exercise
What’s wrong with that that
attempt to provide influence
and persuasion to improve
performance?

157. Persuasive Language Exercise
The Milton model of
persuasive language
encourages leaders to
influence people only by
indirect suggestions.

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159. Influence Through Stories
• The “hero’s story” or dramatic
arc are the foundation for
almost all fiction stories and
movies and TED talks
• Stories that are emotionally
compelling are better
remembered than facts
• The listener has to identify with
the main character in the story
• The use of “pictures” and
metaphors strengthens the story

160. Influence Through Stories-Exercise
• Briefly write down the “story”
of your Club that you can
recount in about 5 minutes
• Include the elements of the
“hero’s journey,” emotion,
main character, pictures and
metaphors
• Tell the story to your group

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162. Influence and Persuasion in the Most Difficult
Situations-What Research Says
• Absence of hierarchy among prisoners
• Personality flexibility and adaptability
• Cooperative resistance and collaboration with captors
• Building a “family”— “we vs. I”
• Cognitive control of thoughts and emotions
• Belief in meaning in everyday existence

163. Leadership Influence: Is It Better To
Be Feared or Liked?
Warren Buffett

164. Leadership Influence: Is It Better To Be
Feared or Liked?
• If you are not liked but competent you will get
compliance but not long term engagement and
respect
• If you are liked but incompetent, you will lose
people’s respect
• If you both likeable and competent, people will
willingly support you
• Not being likeable is far more of a problem than
not being competent

165. Influence and Leadership Style
What leadership characteristics
are most associated with
influence and persuasion?

166. Influence and Leadership Style
• Humility
• Emotional Intelligence
• Compassion and Empathy
• Strength and warmth
combined
• Service attitude
• Mindfulness
• Inspiration

167. What Science Tells Us About Compassion
• We are hardwired to be compassionate
• It can be taught and learned
• It increases our happiness
• It increases our ability for emotional
regulation
• It is viral and spreads to others
• It boosts health and longevity
• It improves resilience
• It is is best intrinsic motivator

168. Evaluation, Test and Resources
• Please complete workshop
evaluation form
• Please complete CMI Test
form
• For more of my free resources
and link to my Powerpoint,
complete the form
• Thank you

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170. Thank You!
Remember to Influence With Your Heart

171. Contact Information
• Email:
ray@raywilliamsassociates.com
• Phone: 604-765-5060
• Website: http://raywilliams.ca
• LinkedIn:
http://ca.linkedin.com/in/raywilliam
sassociates/