| Republished with permission from the Pathfinder
website
I
suppose there are a number of ways to look at the subtle difference
between these two verbs, but I am looking at them like this: persuasion
is something that occurs between just two people, is generally
unidirectional, and deals more with emotion than reason. Influence is
something that occurs between groups larger than just two people, can be
multi directional, and deals more with reason than emotion.
Persuasion is very much related to the state of the relationship between
two people. Influence is more related to the difference in power between
two entities. So persuasion is affected far more by what you think of me
than influence is, although what you think of me is important in both
cases.
To contrast the two, let's say I wanted to change the way we view our
Customer Service organization, transforming it from a cost center to a
profit center. I would need to exercise influence to change a general
mindset. It would involve a bit of reasoning and the rationale or even
the objective could likely be changed by the group as we do our
fact-finding. The change would rely on my making a case and assuring
that we have identified and possess the necessary skills as well as
explaining how it will be worth it for us to go through the
transformation.
If, however, I simply wanted to get funding to increase the Customer
Service organization's size, I would likely have to persuade a boss or
two to do it. I would prepare a credible "pitch" and present
it to someone that liked me and could make a decision. I would rely on
reason of course, but would also call on emotions (perhaps by painting a
story of how good we will all look when we are successful, or how bad we
will all look if we fail because we have too few people).
I would use the 9 laws of persuasion in a one-on-one, but I would use
interpersonal problem solving skills (critical thinking and
argumentation) to influence a broad change.
(these are from http://www.synergyinstituteonline.com/
, and are included in a great book by Kevin
Hogan )
Persuasion
Law #1: The Law of Scarcity
The law of scarcity states that when a person perceives that something
or someone they want is in limited quantity, then the perceived value of
that which they desire is greater than if it were overly abundant.
Example:
If I went to a party with my girlfriend and she picked up an interest in
talking to other guys there instead of me, then my interest and
perceived value in my girlfriend would increase dramatically because of
the implied scarcity that I have attached to her.
Persuasion
Law #2: The Law of Reciprocity
The law of reciprocity states that if a person’s gives another person
something or performs a service of perceived value, then that other
person will be so inclined as to give something back of equal value.
Example:
If my neighbors invited me over to their house for dinner, then I would
be inclined to return the favor by inviting them out to dinner at a
later time.
Persuasion
Law #3: The Law of Association
The law of association states that people are more likely to accept,
try, purchase, or like things which are endorsed by other people we like
or have respect for.
Example:
Commercial producers always want to use high profile celebrities to
endorse their products or services because the majority of the public
will associate the celebrity's popularity with that product and boost
sales.
Persuasion
Law #4: The Law of Contrast
The law of contrast states that when two items or people are different
from each other, we tend to see them as even more different if they are
place close together.
Example:
I was at a major electronics retailer recently and was purchasing a
laptop for $1000. After I committed myself to the purchase, the
salesperson offered me an insurance policy for an additional $150
dollars. After all, $150 is a small amount compared to the $1000 that I
just put down. Fast food restaurants use the same tactic of contrast
when they ask you if you want to "super size" your meal for
only a buck extra.
Persuasion
Law #5: The Law of Expectancy
The law of expectancy states that when a person whom you respect expects
you to produce a certain result, then you will tend to work towards
fulfilling that expectation, whether the end result is positive or
negative.
Example:
There was a case that I remember in a hospital where an outpatient was
being treated for a minor, non-life threatening ailment, and somehow the
patient charts were switched on the poor guy. The doctor came in and
looked at the charts and told the otherwise healthy patient that at best
he only had a day to live. That guy died the next day.
Persuasion
Law #6: The Law of Consistency
The law of consistency states that when an individual announces, either
verbally or in writing, that they are taking a position on an issue,
then that person will strongly defend that position regardless of its
validity or even in the face of overwhelming evidence against it.
Example:
When former President Clinton denied that he had "sexual
relations" with white house intern Monica Lewinsky, he aggressively
defended it despite the fact that the majority of Americans were
convinced he had cheated on the first lady and should just own up to it.
Persuasion
Law #7: The Law of Power
People who are perceived to have greater strength, fame, expertise, or
authority have power over other people who accept this perception of
that person.
Example:
A doctor has a great amount of perceived power over a patient because of
their extensive training. Their word is usually gospel.
Persuasion
Law #8: The Law of Friends
The law of friends states that when someone you trust or like asks you
to do something, you are strongly motivated to fulfill that request.
Example:
If an attractive girl asked a single and available guy for a favor, then
that guy would be strongly motivated to fulfill her request.
Persuasion
Law #9: The Law of Conformity
The law of conformity states that an individual is more likely to agree
to proposals that are well received by the majority of other people in
their group.
Example:
At a company meeting the CEO asks for a show of hands who likes the new
idea. Approximately 85% of the meeting participants raise their hands.
John Doe also raises his hand, not because he liked the idea, but
because he felt the pressure to conform with the majority of the group.
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