How to Become a Better Influencer in Sales

Dave Malone

Evolve Consultants

www.evolve.ie

3 questions

• Testimonials: Before you meet v during your presentation?

• Which do you show first: Less costly v Most costly?

• What do you present to a prospect: Pain v Gain?

Facts about Influence

• Two way

• People think they are better

• Not manipulation

• Process not one hit wonder

• Better looking and old

• No.1 stressor – poor interpersonal relationships

• Takes planning, practice and perseverance

3 Ways to Change Behaviour

• Compliance

• Commitment

• Internalisation

Belief

Behaviour

Result

Ethical Influence

What is necessary to change a person is to change his / her awareness of himself / herself

(Abraham Maslow 1908-1970)

Rule 1

Fact: You can only help people work it out for themselves

What are the traits of great influencers?

• Open (appearing to be)

• Honest

• Trustworthy

• Facilitative / Consultative

• No pressure

• Compromise (give a little bit)

• Not feared

• Never manipulative

• Flexible

Traits of Best Influencers

The rules of Reciprocation

• Feel indebted to others when someone does us a good turn or gives us something

• We often pay people back much more than we received

• Example: The Hare Krishna Society (Flowers to Flags)

• Example: Samples in supermarkets

• The Christmas card conundrum

“Who can I help first not who can help me?”

9

Reciprocation

• “I am obliged to give back to you the form of behaviour you have given back to me”.

Commitment and Consistency

“We like to act consistent with the identity we hold for ourselves”

Commitment and Consistency

• We are much more likely to do something if we have already made small commitments to do something towards it

• Example: Restaurant in Chicago

– Call if you have to change reservation v will you call if you have to change your reservation (30% down to 10%)

• Cancer charity collection

• Incremental movement – help buyers verbalise

12

Social Proof

‘Don’t use all towels in room

1. Because it will save environment

2. Because it will conserve energy

3. Because all other guests are doing it

The Law of Social Proof

• When we’re unsure of what action to take, we look to others to see what they’re doing for guidance, or even instruction

• Ever driven past a road accident behind many other motorists and wondered why no-one stopped? This is Social Proof in action

• www.hotel.com / 9 out of 10 cats prefer…. / Testimonials

15

The Law of Liking

The Law of Liking

A.K.A. - “the friendly thief.”

• Physical / Similarity / Compliments / Values

• Mainly, people will only ever buy from people they know, like and trust

• Credibility and likeability amongst your most targeted prospects is such an important gap to bridge

• “Matching and mirroring”

• “Researching and profiling”

17

Authority

• Society is structured based on this law

• We are much more likely to act if you are authority figure.

• We grew up with this conditioning

• “The J-walker”

18

Scarcity

• When something is in short supply, we want it

• Price of oil / Flu vaccine / SSIA

• Generally people act more out of fear, or the avoidance of perceived pain, than they will for the joy, or pursuit of perceived pleasure or opportunity

• Apple Computers are masters at restricting supply

of their products.

19

Contrast and Comparison

• We perceive something of higher value when it’s compared to something of even higher value

• Car Showrooms (Most expensive to car no 2)

• Show your best first

20

Your Message

• Their photographs

• Short & simple

• The power of three

• Action orientated

• 1st party

Know yourself .. Know others

• “No such thing as awkward patients just inflexible doctors” – Dr Patch Adams

• Research• Listen• Flex

IntrovertIntrovert

AnalyseAnalyse GutGut

Extrovert

Where are you?Where are you?

REDRED YELLOWYELLOW

GREENGREENBLUEBLUE

SSteadinessteadiness

IInfluencenfluence

CComplianceompliance

DDominanceominanceConsideredConsidered

&&ControlledControlled

ImpulsiveImpulsive& &

OpenOpen

Aggressive / Forward

ReservedReserved

ForwardForward

Team playersTeam players““Feelers”Feelers”EmpatheticEmpatheticListenersListeners

InfluencersInfluencers““Sales Personalities”Sales Personalities”MotivatorsMotivators3 of these + 6-pack = party3 of these + 6-pack = party

DirectorDirectorResults-OrientedResults-OrientedThe “Boss”The “Boss”Leads from the frontLeads from the front

AnalyticalAnalyticalQuality-OrientedQuality-OrientedStep-by-StepStep-by-StepGet it RightGet it Right

ConsideredConsidered&&

ControlledControlled

ImpulsiveImpulsive& &

OpenOpen

Aggressive / Forward

ReservedReserved

ForwardForward

• Direct• Inner certainty• May interrupt• Focused questions•‘Tell’ style

• Direct• Inner certainty• May interrupt• Focused questions•‘Tell’ style

• Asks detail questions• Reserved• Business focus• Little facial expression• Considered answers

• Asks detail questions• Reserved• Business focus• Little facial expression• Considered answers

• Sociable, enthusiastic• Outgoing/faster pace• Smiles more• More gestures• Flippant

• Sociable, enthusiastic• Outgoing/faster pace• Smiles more• More gestures• Flippant

• Slow to approach• Slower speech• May be hesitant• Pauses before replying• ‘Ask’ style

• Slow to approach• Slower speech• May be hesitant• Pauses before replying• ‘Ask’ style

Style Spotting - Some Clues

How to communicate with me...

TheoreticalGive me the detailsIntellectualThorough ProcessingResearch

TheoreticalGive me the detailsIntellectualThorough ProcessingResearch

Reflective Give me time to reviewStructured ActivitiesStands back Cautious

Reflective Give me time to reviewStructured ActivitiesStands back Cautious

Action OrientedGet to the PointPractical ActionImmediateFast

Action OrientedGet to the PointPractical ActionImmediateFast

ExperientialGet me involvedInteractiveSpontaneousSociable

ExperientialGet me involvedInteractiveSpontaneousSociable