In this micro-masterclass we look at using authority to leverage effective influence. In some instances we can manufacture authority but is most effective to leverage influence when it is authentic.

The truth is, people are more quickly and effectively influenced by others whom they believe to be credible or reliable experts in their field. A doctor, as an example, holds the title of doctor as a reflection of the many years that they have had to study. We trust medical doctors in particular, to make the correct assessment of our illness or ailment and offer the correct treatment accordingly. Yet, we do this in blind faith simply because they sit in a doctor’s surgery and hold a certificate without knowing their background, conscientiousness and quality of medical advice they can offer us. We have also been raised by our family to follow the medical process – if you feel unwell, go and see the doctor and receive the prescribed treatment.

Yet, whilst medical doctors  have studied for many years to learn how to hopefully cure or treat our ailment, they may not have the training, or expertise to cure our underlying health condition. Our ailment may, be better treated by the correct nutrition and attention to our diet. For this, a nutritional therapist or dietician would be the more appropriate health practitioner. They too have had to study for many years in their chosen subject and their approach may be more beneficial than a doctor as they examine the underlying condition with more rigour. Equally there may be specialists in the field of our particular ailment instead of a GP or ‘general practitioner’.

However, simply due to the authority a doctor holds and our perception of them as being the most credible and reliable experts in the field of healthcare, we place our utmost trust in them, trusting that they are the most capable professional to treat our condition.

You will read some incredible experiments throughout these micro-masterclasses, and in one, (perhaps the most well-known behavioural psychology experiment) how simply by wearing a white lab coat, and assuming a position of authority you can influence people to commit the most heinous acts on one another.

Between the years of 1969 to 1976, the actor, Robert Young played the titular lead role of ‘Doctor’ in the American medical drama Marcus Welby . Off the back of his notoriety, he was hired to be the face of the Sanka Coffee brand – (a non-caffeinated coffee).

Due to the fact that he was associated as Doctor Marcus Welby in the popular TV show, he was chosen to offer credibility to Sanka Coffee brand as he was identified and most recognised as a Doctor, albeit a fictional one. It supposedly allowed him to speak with conviction about the dangers of caffeine and the benefits of the caffeine-free coffee brand, and viewers believed him, simply because they associated him first and foremost as a doctor and less so as an actor.

As a result of his role, the series of ads he starred in were extremely successful. Actors who play the role of medical professionals are often used in adverts for products simply because people associate the authority the character holds in a TV show to the brand they represent and forget they are simply playing a role and hold no authority to the brand they promote.

In day-to-day life, waiters also demonstrate their authority in a restaurant by recommending a particular bottle of wine. Whilst they do work there, and aren’t playing a role, they often have little experience or knowledge about the wine list and only some basic training from someone with an equally small knowledge on wine.  Often the wine they recommend is a more expensive choice, yet we are swayed by their recommendation as we perceive them as an authority on wine, simply because they are working in the restaurant. Rarely will a waiter or waitress be an expert of wine unless they are a sommelier.

It is, however, relatively easy to convey authority by influencing people’s perception but this won’t stand up to scrutiny in the long term. One technique to do this is to share relevant stories about what others think about you, your product, brand, or service, to convey authority. These review or stories could be purely fictional and sometimes are and lose any credibility when someone delves deeper into their background. However, if these same stories are shared in person by others, this adds an even greater credibility to your position of authority.

The same can be true for conveying authority the authority that your product or service holds in the market place. It is possible to convey this same message, in the third person using examples such as:

 “I’m not going to try and influence you into buying something just because it’s the highest quality and market leader…..” 

or

“I’m not wanting to suggest that you engage in our services purely because we have won the industry standard awards for the last two years and offer the best value for money in the industry….”

These kinds of statements create strong emotional hooks within us, and it is these emotions that support our behaviours, decisions and actions.

Using authority as a principle of persuasion should never be dismissed when considering how to influence. If you cast you mind back to childhood, we have been raised to be obedient to authority – whether it is ones parents, the law, the police or even to religious teachings telling us to behave, or not behave in a certain way. We comply with these messages whether we believe it is true or not and can even be more powerful that our own strength of character.

We are led to believe that acting or behaving in a certain way in accordance with the law, respect, teachings or principles results in a more harmonious society. Indeed it does, and it is this indoctrination that generally still prevails when we are exposed to authority later in our lives.

So then how do we resist this potential influence?  If we want to protect ourselves from the persuasive power of an authority figure, it is worth digging a little deeper to find  whether they are genuinely a reliable, credible, authoritative figure, or simply masquerading as one.

Duncan Steven’s is one of the leading authorities on Influence and Effectiveness. Delve a little deeper into his credentials and you will find he is the founder and director of the Influence Association and highly sought after keynote speaker. He is also a best selling author with his book Effective Influence.