A - Is for Assured (Influence)

Exploring the first A.C.T.I.O.N. Management Trait

What do you think of when you imagine someone who’s assured?

I think of someone who’s confident, assertive, someone with influence. Someone who knows how to deal with conflict and difficult situations.

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The Promotion Paradox has already touched on confidence (15 August) and difficult conversations (4 April) – so what about influence?

Influence is having an effect on the thoughts, feelings, or actions of others. It's a subtle blend of psychology, communication, and social dynamics. Increasing your influence improves your ability to have a positive impact not only on your own life but also of those around you. Whether it's persuading someone to buy a product, advocating for a cause, or inspiring others, the ability to wield influence is a valuable skill and can be developed by anyone willing to invest the time and effort.

Let’s not confuse influence and persuasion with power, manipulation, and coercion.  Taking advantage of your position to get someone to do something is not being influential.  Influence and persuasion are about getting someone to do something you want by showing them it’s to their benefit, as well as yours, it’s about people wanting to help you.

Influence is a great skill not only for the workplace, but in personal situations too. Think about the likes of people like Nelson Mandela who moved a nation through remarkable change.

In essence, influence is a vital skill for anyone aspiring to leadership at any level.

Robert Cialdini, author of "Influence: The Psychology of Persuasion," has identified several principles of influence (if you haven’t already read his book then I’d recommend it – although be warned at almost 500 pages it’s not a quick read!). These are;

Reciprocity: People often feel obliged to reciprocate a favour or gift. If you give value first it will help initiate positive relations.

Social Proof: People tend to follow the crowd. Show how your idea fits in with what other people do.

Authority: Individuals are more likely to go along with someone if they see them as an expert. Take every opportunity to demonstrate your knowledge and expertise.

Consistency and Commitment: Two principles here. People are generally consistent in their behaviour and choices i.e. if they’ve done something once they are more likely to do it a second time.  If you need a commitment from someone start small, not only are they more likely to accept a small rather than large change, but in future they will be more likely to do a bit more than before – so you can build from small beginnings.

Liking: You may well have heard the phrase “know, like, trust” when it comes to people doing business with other people.  By building rapport, finding common ground, and showing an interest in people they will like you more and this will enhance your influence.

Scarcity: Cialdini's final principle is that of scarcity.  People value what's limited or in high demand. When dealing with people draw their attention to any unique factors, or time implications.

With all his principles Cialdini emphasises the fact that they should only ever be used genuinely – trying to manipulate people by applying them is unlikely to result in you gaining a reputation for being positively influential.

So, how can you take these principles and apply them?  How do you move from being one of the crowd to being someone people will take notice of?

1. Build Authenticity and Trust

To increase your influence, you must be open and genuine (i.e. not trying to be something/someone you’re not) in your actions and communication. People are naturally drawn to people they can trust.

2. Develop Expertise

Do what you can to improve your knowledge in the area you work in.  Sometimes expertise can be linked to a formal qualification – but this isn’t necessary. You may be very well read and understand a topic/service/product without having a certificate to prove it!  Invest in continuous learning and fine tuning your skills. David Attenborough didn’t become the nation’s nature expert over night!

3. Engage and Connect

Influence is not a one-way street. You need to form genuine connections. It’s easy with today’s technology to interact with people across the globe.  Don’t be shy about engaging with those who already have influence, you can learn a lot from following them.  Share valuable content. You can respond to comments and participate in conversations. Build a community of connections linked to your ideas and you will be able to increase your influence.

4. Network

Networking is a powerful tool for increasing influence. Building connections with influential individuals or organisations can open doors and provide opportunities. Attend conferences, join the most appropriate professional organisation.  Try and find a mentor from someone who is influential in your field. You can find my guide to networking here.

5. Leverage Social Proof

Collect testimonials, recommendations, and endorsements. Businesses often use these tactics, but they can be equally effective for individuals.

6. Effective Communication

Influence hinges on effective communication. Whether you're speaking, writing, or presenting, your ability to convey your ideas clearly and persuasively is critical. In his book “How to Win Friends and Influence People” Dale Carnegie emphasises the importance of active listening, showing genuine interest in others, and speaking in terms of the other person's interests (see Promotion Paradox 24 Jan). Mastering the skill of storytelling can significantly boost your influence. People remember stories much better than facts, so use stories, metaphors, and examples to make a better connection with your audience. The ability to tailor your communication style and strategies to suit the context can improve your effectiveness even more (Promotion Paradox 5 Sept).

7. Adaptability and Flexibility

The world is constantly evolving, and so are the dynamics of influence. Being adaptable and open to change is essential. Recognise that different situations may require different approaches to influence.

8. Persistence

Finally, building influence is a gradual process that requires consistency and persistence. Success rarely happens overnight. Stay committed to your goals and continue working on your skills and knowledge. It's essential to keep pushing forward, even when faced with setbacks or obstacles.

Influence is a valuable asset that can help you inspire change and empower others to make a difference in their personal and professional lives. By understanding the principles of influence and implementing the ideas in this article, you can improve your capacity to impact others positively.

Remember that influence is not about manipulation or coercion; it's about building authentic connections, sharing valuable insights, and inspiring others to take action. As you continue to develop your influence will naturally grow and you will become more assured in your behaviour.