by: Carolyn Ferguson, FSMPS, CPSM, WinMore Marketing
Advisors
Have you ever wondered why some individuals seem to have
more influence than others? Do you even realize when you are being influenced
versus influencing others? When I was asked recently to be on a panel of
individuals considered to be influential leaders, I thought about what makes a
person influential. Like any good marketer, I did my research to prepare myself
for this panel discussion. What I found was fascinating. There are many books
on the topic of influence. One particular book I found interesting is Influence:
Science and Practice by Robert B. Cialdini. This author has written several
books regarding influence and teaches courses on how to become a certified
influencer.
Wouldn’t you agree that as marketers we are constantly
trying to influence clients to use the services our firms provide? Our tools of
influence might be social media, proposals, presentations and web sites, but
the most important tool is the person. Every facet of marketing can be directly
linked to influence. So, how can you hone your influencing skills? Through my
research I found the most common attributes of successful influencers.
Credibility
What is the best way to build credibility? Trust + Expertise
= Credibility.
First and foremost, you must be trust worthy. It does not matter
how much you know if people do not trust you. Gaining and keeping trust is not
easy. Trust is earned by putting aside your self interests, being honest
(especially about mistakes you have made) and keeping confidential information
confidential.
Second, your expertise must be demonstrated. Most experts typically establish
authority through their education. One can also demonstrate expertise by
writing articles, giving presentations and appearing on panels. Third party
endorsements are essential when it comes to demonstrating expertise. People
willing to better themselves and share their knowledge with others are seen as
experts.
Image Management
Research shows that when you meet a client, it takes just two minutes to
form first impressions. In four minutes, most people have made up their minds
and that initial impression is locked in. It is extremely important to attempt
to make a great first impression with anyone you are trying to influence. How
can this be accomplished? For a first meeting with a client, look your absolute
best because they will be judging your outer appearance. Research who you are
going to meet. Find out what interests they have so you can talk about those
interests with them. Give a firm handshake and keep good eye contact. Be aware
of your nonverbal gestures. Nod when you agree with them. Make certain that you
are paying close attention to the person speaking and not drifting away from
the conversion. Let clients know they have your undivided attention and that
you are truly interested in what they have to say.
Listening Skills
Clients will often be influenced by someone who is simply willing to lend an
ear. So, make a point to really listen to what they say. Avoid making
unwarranted assumptions about what you think the client is going to say — do
not verbally or mentally try to complete their sentences. Listen to the
overtones. You can learn a great deal about clients from the way they say
things or the way they react to things you say. Focus your mind on what they
are saying and shut out distractions. An occasional “yes” or “I see” shows the
person you are on the same page. Remarks and questions prepared in advance free
your mind for listening. You may disagree with what a client says, but keep an
open mind while they are talking, or you are likely to unconsciously “close
your ears.”
Influence is not some sort of sorcery or black magic
performed by politicians, advertisers or spin doctors. It is a true art form
and when mastered can bring many opportunities to fruition. When it comes to
influence, Dale Carnegie sums it up best “When dealing with people, remember
you are not dealing with creatures of logic, but with creatures of emotion,
creatures bristling with prejudice and motivated by pride and vanity.”
Kelly Hogan works at Journeyman Construction where she primarily manage
and prepare proposals on the Development side of the company. She is also working on evolving their brand.
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