Influence is not a one-size-fits all. Do this and your influence efforts will more often than not be unsuccessful. Embrace the fact that we are all different and adopt a more tailored approach to influence and persuasion and you will reap far greater rewards.
Influence and persuasion are fundamentally driven by the behavioural science principles of psychology. Having spent most of my adult life working in the field of influence and psychology, one thing is clear – regardless of whether we have the same income level, job, family, lifestyle, interests or hobbies we all have a different perspective on the world. A different perspective means that we are all influenced in completely different ways. As a result, if we are attempting to influence others then we should adopt a different approach to each person.
Imagine for a second you had just used your new-found influencing skills to negotiate the purchase of a fantastic new house overlooking the sea with your own private beach. On the first day, you see some holiday makers strolling across your beach front,. In your frustration at seeing holiday makers wander across your’ newly purchased private beach front plot you decide to erect a sign.
Take the example of the wording on the two signs below.
PRIVATE BEACH – PRIVATE PROPERTY BEYOND THIS POINT
And
WARNING SHARK SIGHTED – KEEP OUT
Some may be more influenced by one than the other. Conversely, some people may completely disregard both signs. The first sign is a more informational form of communication in that it seeks to inform people’s attitudes. The second is a more behavioural form of communication which, whilst taps into the fear based psyche, has a deeper motivation and more compelling argument.
The very idea that you would use the same message or communication style to all women, or all Tottenham Hotspur Supporters, or all people who read the Financial Times is absurd. The idea of using a ‘one size fits’ all approach to influence would render any attempts to approach others through influence highly ineffective. Whilst you could certainly segment and target your influence message based on geographic, demographics, consumer and lifestyle attributions, media consumption, diet, music or TV viewing tastes your impact would be far more powerful if you also considered individuals, personality traits. It is our personality traits which informs our decision making and drives the choices we make in the products we buy or services we choose.
In fact, Aristotle, the Greek Philosopher and student of Plato said it most eloquently:
“Character may almost be called the most effective means of persuasion” reiterating that a tailored approach to influence is far more effective when you understand that influence is not a one size fits all.
Some personality traits you may want to consider when preparing yourself in any influence based negotiation include:
Openness – Are they open-minded and authority challenging?
Conscientiousness – Are they self-disciplined and prefer structure, plans and order?
Extraversion – Do they enjoy spending time with others?
Agreeableness – Are they warm, friendly and place other people’s needs before their own?
Neurotic – Do they tend to worry a lot?
We will look in depth a bit more at these personality traits in another micro-masterclass. In fact there are many other personalities but this are the core-5 personalities. It is well worth considering the full spectrum of personalities to tailor your message accordingly.
Duncan Stevens is a professional keynote speaker and one of the leading experts on influence and persuasion. He can be hired to help craft your marketing messages and influence strategies. More commonly he is hired for his masterclasses, workshops and keynote presentations. Get in touch below to find out more and book a no-obligation consultation.
