Influence Quick Reference
You Have More Influence Than You Think
by Vanessa Bohns
I. You Have More Influence Than You Think
Key Points
- We often underestimate our influence on others.
- People are more likely to comply with our requests than we might assume.
Action Steps
- In your next sales conversation, confidently ask for commitments you might usually hesitate to ask for, such as a specific action or a follow-up meeting.
- After interactions, reflect on signs of influence, like complying with requests or changes in attitude. Use these insights to adjust your approach in future interactions.
II. How to Change Anyone’s Mind
Key Points
- Successful persuasion involves reducing barriers to change.
- Understand the REDUCE framework: Reactance, Endowment, Distance, Uncertainty, Corroborating Evidence.
Action Steps
- When presenting a proposal, involve the customer in the decision-making process to reduce reactance. For example, ask for their input on specific options or implementation timelines.
- Use case studies or testimonials from similar customers to provide corroborating evidence and reduce the customer’s uncertainty.
III. The Counterintuitive Way to Be More Persuasive
Key Points
- Too much information can dilute the strength of your argument (the “dilution effect”).
- People are less sensitive to information as
it accumulates (the concept of “diminishing sensitivity”).
Action Steps
- In your next sales interaction, focus on the 2-3 most compelling selling points. Avoid diluting your message with less critical details.
- Start your presentations with the most impactful information to take advantage of the concept of diminishing sensitivity.
REMEMBER
Influence is a skill, and like any skill, it improves with practice. Use this quick reference card to guide your efforts and help you become a more effective influencer.