May 5, 2022
Do you know the power of
because? When
people know your because, they are far more likely to be influenced to
say yes. On today’s episode, Thom Singer is joined by marketing
consultant Gerry O’Brion to
talk about how to effectively influence others. Gerry shares the
four questions about your audience that you need answers to, and he
offers the single most critical thing you need to do to effectively
influence others (and it doesn’t start with finding your
why).
On today’s podcast, you will
learn about:
Influencing people to say yes
- Regardless of your position, you are in a
position to influence others.
- Effective influence techniques can be applied
to any situation.
- A strong framework of influence can effectively
change the decisions people make.
Four questions to ask about your audience
- Who are
you influencing? Not everyone can be influenced in the same way, so
your approach will have to change accordingly.
- What insights do you have about your audience?
And what do they want more or less of, hope for, and
fear?
- What is the outcome that you are going to
cause? You need to have proof that you will deliver what you say
you can deliver.
- What is your because? Your
because
is the logical proof that the
decision is a good one.
How to best frame your influence
- Clearly identify what’s in it for
them.
- Find actual metrics that prove the results that
come when you put your promise to work.
- People want to be able to prove to others that
they made a good choice — give them the evidence they need to say
yes.
- Don’t focus only on the outcome, support it
with rational, logical reasons that support the
decision.
How to identify the
because
- People may understand your
why, but when they understand your
because, you will really be able to have an effective
influence on them.
- Understand the problems that leaders are trying
to solve.
- Frame your solutions in terms of what they are
thinking about, not what you are thinking about.
- Use the insights into their mindset to answer
their concerns and solve their problems.
What Big Brands Know
Do you have an example of
extraordinary efforts or innovation during these unprecedented
times? We would love to hear your story and possibly interview you
for an upcoming episode. Please reach out to us at
www.DigitalEnterpriseSociety.org.
Shareables:
[8:09] “Get focused on who you
are influencing, because not everyone is influenced in the same
way.” — Gerry O’Brion
[10:35] “When you’re influencing
someone who has five big problems on their plate and you're not one
of them, they don’t care.” — Gerry O’Brion
[18:44] “Your brain needs a
rational reason to make an emotional decision.” — Gerry
O’Brion
[25:23] “You have to arm people
with the information they need to make a rational, logical reason
to agree with you.” — Gerry O’Brion