When thinking about leading and influencing your followers, consider these four levels:
Transformation: This highest level integrates personal values and principles with others' commitments. Leaders aspire to this approach and followers are inspired by it.
Transference: This next level connects people with their experiences and expectations based on the leader's traits and style. The "paternal" style in hierarchial organizations is that of a distant, protective leader. The "maternal" style is that of a nurturing parent who develops character through lessons and boundaries. The "sibling" style in flat organizations is that of social and professional peers influencing one another. Leaders of both genders can apply any of the three styles of transference. (Michael Maccoby: "Why People Follow the Leader: the Power of Transference," 2004)
Transaction: The second lowest level of influence simply facilitates an action in the easiest way possible or by eliminating objections. This can be a powerful sales technique.
Compliance: This lowest level of influence focuses on laws, policies, procedures, and their consequences should they not be heeded. There is a reason why organizations have Compliance Officers! Nonetheless, there can be a void of caring or connecting--the focus is on doing what must be done, or else!
During your next meeting, decide which action items need which level of influence. Then align your leadership approach with the best choice for the situation and for your reputation.
Tuesday, January 21, 2014
The Behavioral Science of Persuasion
In doing research and editing for a client who is writing a book on business communication, I came across an article published in the Harvard Business Review: "Harnessing the Science of Persuasion" by Robert B. Cialdini (2001). He culled the following six principles from research that has been around for a while.
1. "The Principle of Liking: People like those who like them." So find similarities and offer praise.
2. "The Principle of Reciprocity: People repay in kind." So give to get.
3. "The Principle of Social Proof: People follow the lead of similar others." So use social evidence and experience (peer pressure and peer power).
4. "The Principle of Consistency: People align with their clear comitments." So identify values.
5. "The Principle of Authority: People defer to experts." So specialize and seek out those who specialize in their expertise.
6. "The Principle of Scarcity: People want more of what they can have less of." So use deadlines and target dates to create a sense of closure, and to create a sense of reward and releif for those who act quickly.
So what? Observe and listen to the infomercials where many of these principles of persuasion are at play. Then be serious and genuine in your approach as you influence people in acting and thinking as you want. Furthermore, be nice. Be kind. Be fair. Be true. And refrain from yelling at your audience!
1. "The Principle of Liking: People like those who like them." So find similarities and offer praise.
2. "The Principle of Reciprocity: People repay in kind." So give to get.
3. "The Principle of Social Proof: People follow the lead of similar others." So use social evidence and experience (peer pressure and peer power).
4. "The Principle of Consistency: People align with their clear comitments." So identify values.
5. "The Principle of Authority: People defer to experts." So specialize and seek out those who specialize in their expertise.
6. "The Principle of Scarcity: People want more of what they can have less of." So use deadlines and target dates to create a sense of closure, and to create a sense of reward and releif for those who act quickly.
So what? Observe and listen to the infomercials where many of these principles of persuasion are at play. Then be serious and genuine in your approach as you influence people in acting and thinking as you want. Furthermore, be nice. Be kind. Be fair. Be true. And refrain from yelling at your audience!
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