Welcome
This issue of Markets View takes a
look at how people influence others. If you sometimes find it difficult
to gain buy in to your proposals it maybe because you aren’t putting it
across in quite the right way. There may be nothing wrong with the
proposal at all; it may be because different people are influenced in
different ways. The main article in this issue of Markets View sets out
the four main styles of influence.
We also continue with our A to Z of
Effective Presentations, this issue we are on to the “B”s.
If you are enjoying the “A to Z of
Presentations” but can’t wait the years that it will take before we get
to “Z” in this newsletter, an alternative is now available. My ebook “A
to Z of Effective Business Presentations” is now available.
You can download it from
www.businesspresentation.biz This book provides everything you need
to know about how to organise, structure and give an effective business
presentation. All in one easy to read ebook.
Styles of Influence
Different people influence and are
influenced in different ways. Most people will usually try to influence
others in the way that most influences themselves. So if you are
convinced through logical argument based on facts, you will usually try
to convince others based on the use of logic and facts. The problem with
this is that this is not always the best approach.
There are four main influencing
styles, each of which will appeal to a different type of person.
A. Common Vision
Common Vision aims to identify a
shared objective for the future of a group and to strengthen the group
members’ belief that through their collective and individual efforts,
that vision can become reality. It involves appealing to people’s hopes,
values and aspirations and by so doing, animating them. It also aims to
makes participants feel a part of a group, which shares a common
purpose. This gives the group added purpose, strength and confidence.
To be successful at the Common Vision approach, you need to be able to
share the bigger picture with a degree of enthusiasm and commitment to
carry people with you.
People who use Common Vision tend to
be able to see and articulate exciting project possibilities and are
able to appeal to the emotions of others. People who are most influenced
by this style will become bored with lots of detail and will only be
interested in the overview.
B. Assertive Persuasion
Assertive Persuasion is an
evidence-based practice approach. It uses the power of logic, facts and
opinions to persuade others. The basis for agreement and approval is the
soundness of the other person’s reasoning. In other words, for every
point you make, you should provide supporting evidence.
It is a "push" style (like R&P see
below) because you "force" others to accept your view or conclusion by
the logic of your arguments. The focus is on logical argument versus
appealing to the emotions.
People who use Assertive Persuasion
tend to be highly verbal and articulate, persistent and energetic and
usual come forward with ideas and suggestions. People who like this
style will often ask for examples or the evidence to support your
claims. This style is a favourite of many scientists and technical
staff.
C. Reward and Punishment
Reward and Punishment uses pressure
and incentives to control others’ behaviour. It is the classic carrot
and stick approach to influencing. This style involves outlining the
positives and negatives of a problem. It involves showing what the group
will get by complying with the suggested changes and highlighting the
potential threats if they do not.. Naked power may be used, or more
indirect and veiled pressures may be exerted through the use of status,
prestige, and formal authority. Liberal use of praise and criticism is
common, although it is most effective when it involves the heavier use
of praise than of criticism. e.g. if we make the change we meet the
standard, but if we do not change we will be sub-standard
People who use Reward and Punishment
tend to be very specific and detailed in their communication and are
often more critical than balanced in their use of reward/praise. People
influenced in this way will often look for the problems with the plans.
D. Participation and Trust
Participation and Trust pulls others
toward what is desired or required by involving them in the decision
making process. By actively listening and involving others, the
influencer increases the commitment to the task, with follow-up and
supervision becoming less critical. To be successful, people should feel
that they have something to offer and that the group appreciates their
contribution. An atmosphere of mutual trust and co-operation is
conducive to participation. You can achieve this by asking them their
opinion during your presentation. e.g. `What do you think about the
proposed changes?' or `How could you help this project?'
This leads to making others feel
that their contributions are valued but you must leave your self open to
influence in order to influence others.
People who use Participation and
Trust tend to be active listeners who seek other people contributions
and are willing to give freedom and responsibility. Those who are
influenced in this manner like to get involved with what you are saying.
Which styles do you normally use?
From the above descriptions, it may
be obvious to yourself which styles you tend to favour. If not or if you
would like to confirm your normal style(s) run the quiz which is
available from our web site
(Styles of
Influence). This quiz written as an Excel spreadsheet will provide
an analysis of your default styles. It is probably most important to
recognise the style(s) that you favour least. This will highlight areas
where you can improve. Next time you talk to a group of people, that you
communicate with regularly, try using the style which you scored the
lowest in. You may be surprised by their reaction.
A to Z of Effective Presentations
In the last issue of Markets View we
looked at the “A”s now it is the turn for the “B”s.
B is for Breathing
“B” for Breathing is probably
almost as important as “A” for Audience, because if you do not breath
the presentation will not last long!
When we are nervous, it is all to
easy to forget to breath properly. You stand up ready to present, start
your opening sentence and find that you are out of breath before you
finish it. This starves your body of oxygen and increases the state of
anxiety. There is of course a simple cure, before you start to talk,
take deep breaths using both your abdomen and chest to fill your lungs
with lovely fresh invigorating air. Much as athletes start deep
breathing before they start running to maximise the amount of oxygen in
their blood stream, you should adopt the same practice. When you first
stand up in front of your audience, smile, look around the room, take a
few deep breaths and then start your presentation. Do not rush in and do
not wait until you are out of breath before you start to breath deeply.
Taking deep breaths is also one of
the best ways of countering the fear, which is often associated with
public speaking. So if you are nervous beforehand, which is a perfectly
normal, practise breathing deeply. Place you hand on your abdomen and
feel it go in and out with each breath, counting to five when you
breathe in and again when you breathe out.
B is for Body Language
Whole books have been devoted to
body language. This is not intended to compete with such texts but
provides a few basic pointers on how to stand and the effect your
posture has on yourself and your audience.
If you slouch on to the stage,
staring at the floor, while you mumble your presentation, no matter how
fantastic the words are you will not get a good reaction.
Likewise, if you stand up proud,
talk clearly with variation in pitch tone and speed and recite nursery
rhymes to senior executives you probably will not sell any products.
When you are presenting stand proud
with your stomach in, chest out, head up and look the audience in the
eyes. This will make you feel more confident, and you will come over
more confidently as well.
A lot has been written about hand
gestures and moving around on stage when you are presenting. Rather than
worry too much about what to do with your hands, my advice is to act as
naturally as you can.
The main thing to remember is that
little things tend to irritate. So, try to avoid small repetitive
movements. If you normally use your hands to emphasize what you are
saying, then carry on and use them when presenting. However, remember
that you are on stage so you need to be more dramatic than when talking
one-to-one. Hand movements should start at the shoulder not the wrist or
elbow.
Use gestures to help create a mental
picture in the minds of your audience.
Feel free to move around the stage,
but watch out that you are not constantly walking across the beam of
your projector, if you are using one.
Another thing to avoid is tottering
or walking up and down or side to side repetitively, or swaying back and
forth on the spot. That is the type of little thing which can become
irritating to your audience. If you find yourself starting to move, move
properly, walk right across the stage. After all like it or not, it is
you that they have come to see and the more you move around, in a
purposeful way, the better it is likely to be.
Thank you for reading this far
I hope you have found this issue of
Markets View interesting and informative. Don’t forget to check out my
new website at
www.businesspresentation.biz there are free presentation tips and
tricks to download, my ebook “A to Z of Effective Business
Presentations” and an Excel workbook that will reveal your favourite
influencing styles. |
