1.
The Art of Influencing
Reyaz Kausar Siddiqui
MBA,CPTM

2.
What do all of these people have in common
?

3.
Learning Objective
Key Factors/ Attributes required to
influence/Persuade People
Common mistakes to be avoided in the practice
of influencing others
How influencing/persuasive skills would help you
to perform better in professional and personal
life.

4.
Influence
To influence others is the ability to bring them to
your way of thinking without force or coercion.
It involves high degree of self awareness, as well as
an awareness of those to whom we wish to influence.

5.
Benefits of positive Influence
 The ability to influence others is an essential skill for everyone in
business whether a person is an executive, manager or a
frontline salesperson.
 Presenting and articulating ideas to demonstrate their value
 Making plans clear and compelling
 Effective positioning of your products/ideas thus gaining
competitive advantage
 Handling objections and gaining agreement to move forward.
 Building trust and credibility with co-workers, management and
customers

6.
Four Essential Elements of Effective
Influencing/Persuasion
Establish Credibility
Frame your argument
Provide Evidence
Connect Emotionally

7.
Credibility/Establish Trust
 Credibility is the cornerstone of influencing/persuasion
 In your workplace your credibility is based on your expertise and
relationship
 If people don’t trust you, they won’t allow you to influence them.
A smart, simple way to establish trust is to talk less and listen
more. Try using the 4 A’s: Ask open questions, Actively listen, Aim
well (to guide the conversation in the desired direction), and
Avoid problems. By alleviating the stress that a conversation
about change can cause

8.
Frame your argument
 Framing has three core elements:
Placement – choosing the right time, place and people to
communicate with
Approach – carefully constructing how your argument is presented.
People are more likely to respond better if you explain the positives
of your viewpoint, rather than any potential drawbacks.
Words – Selecting the most appropriate words to explain your
viewpoint

9.
Provide Evidence
With your credibility established and common frame
identified, persuasion becomes a matter of providing
evidence
The Most Effective Persuader supplement numerical
data with examples stories

10.
Connect Emotionally
Even in Business environment that value logic,
objectivity and reason emotions do play a
crucial role

11.
Six Principles of Influence
Dr.Robert Cialdini
Psychologist Robert B. Cialdini has identified six
such principles of influence (as addressed in his
book, Influence: The Psychology of Persuasion,
published in 1984):
By taking these six principles into account, sales
teams can adapt their strategies to better influence
potential clients into making long-term
commitments

12.
1.Reciprocity (Giving Something for
Nothing)
 People are more likely to treat others in the same
way that they are treated by others. This also means
that people are more likely to agree with those to
whom they owe favors.
 offering free samples has been known to increase
sales by as much as 2000%.
 ( Source Salesforce.com)

13.
2.Scarcity (Offering for a Limited Time Only)
People assign value based upon availability. Supply
and demand. If something is in shorter supply,
people want it more.
studies of retail sales have shown that if more than
approximately 30% of goods offered are designated
as scarce or limited, then the effectiveness of this
method quickly decreases.
Source (Salesforce.com)

14.
3.Authority : (Getting Promoted by
Experts/Users)
 People are more willing to follow the suggestions of
those who appear credible and authoritative.
 A 90% majority of consumers say that their buying
decisions are influenced by online reviews, so
providing prospective customers with a chance to
see what other customers have said about your
product is a must.
 (Salesforce.com)

15.
4. Consistency
People are more likely to take actions that they have taken
before, or to make larger commitments when prefaced by
smaller commitments.

16.
5.Being Likeable
 Being Trustworthy and synchronized with your customers
 Being Professional, Speak confidently, clearly and concisely
 Right Sales Pitch

17.
6. Consensus
 “With Salesforce we can move a lot faster and keep adapting
to our customer’s needs. We’ve been able to develop very
complex solutions in less than four months and deploy them
across multiple geographies in under a year.”
 KEMAL CETIN | VICE PRESIDENT OF IT, COCA-COLA
ENTERPRISES
 “Salesforce helps us make the world more open and
connected.”
 TIM CAMPOS | CIO, FACEBOOK

18.
The AIDAS Model

19.
AIDA Model Explanation

20.
AIDAS Model Used in Selling/Promotion

21.
4. Common Mistakes
Upfront Hard Selling
Sell the benefits rather than the product
Don’t Resist Compromise
Do not rely solely on great arguments
Don’t assume influencing/persuasion is a one shot effort

22.
7 Habits of Highly Effective People

23.
 https://youtu.be/cFdCzN7RYbw

24.
References
 www.ccl.org (The Center of Creative Leadership)
 TrainingIndustry.com
 Association for Talent Development (ATD)
 https://www.ciphr.com
 www.predictivesuccess.com
 Salesforce.com

25.
Food for Thought
“Everybody is a genius. But if you judge a fish by its
ability to climb a tree, it will live its whole life believing
that it is stupid.” Albert Einstein