Influencing

How we influence those we negotiate with directly impacts the value secured. Only truly studied in the last fifteen years or so, mastering the art of influencing can truly benefit a master negotiator.

SIX WAYS TO INFLUENCE

1. Reciprocity: The psychological aspect of whose turn it is and initiating it.

We say “yes” to those we owe.
You must go first to activate reciprocity.
To take the maximum advantage of reciprocity, you must activate it immediately following your act of giving.

2. Scarcity: The harder something is to attain, the more valuable it must be.

Emphasize genuine scarcity. Unique features. Exclusive information.
We pay more attention to the negative than the positive.
It is two times more powerful to say what you lose than what you gain. “If you don’t do X, you will lose Y.”

3. Authority: Professionalism. Knowledge. Credentials. Trustworthiness.

Authority and credibility are best established through others. If you must do it yourself, do it in 3rd person.
Trustworthiness: Admit small weakness to establish credibility.

4. Consistency: Small and build. Be active and demonstrate effort.

Three small moves are more influential than one big jump. As negotiators, the concept of providing satisfaction slowly through multiple moves is key.
Toward voluntary choices – “we decided.”
When highlighting progress made or what is left, use the smaller number. “We have accomplished 20% of our target.” Not, “we have 80% left to go.”

5. Consensus/Social Proof: Everybody is doing it. The more local/relevant, the more influential.

If everybody is doing it, maybe I should as well. For example, not “Lines are open, call now!” But, “If lines are busy, call again.”
To encourage corrective action to a problem, point out desirable behavior, not that everybody is doing something bad, and how big the problem is. People then think, if everyone is doing it, so can I.
The more local the influencing fact, the more social proof and pressure is realized. For instance, testimonials should be used that are most similar to others. If not, you get “that’s great, but we are not them.” In this case, it can be counterproductive.

6. Liking: It’s not about getting them to like you but finding likable things in others.

Try finding the common un-commonality – something you have in common with someone, which is not common to others.
Genuine Compliments: Can even be ok when they are not true. But try not to give false flattery.
Those who consider the human aspect (you know them, interaction, etc.) of a deal are significantly more likely to come to an agreement.

NEVER MORE THAN TWO!

Use no more than two influencing concepts at a time. It is proven that three or more can be detrimental. If you want to…

Build a Relationship: Liking, Reciprocity
Get Decisions Made: Authority, Social Proof / Consensus
Gain Momentum: Consistency, Scarcity

TWO-WAY STREET!

As you influence them, they influence you. Whether done intentionally or not, they are trying to get inside your mind. It is proven that we are not good at recognizing what influences us. So, always be on guard. They are working you, while you are working them, and funny enough, neither side realizes it. Be aware.

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