IT Leadership

No matter if you work at a large corporation, small startup, or anything in between, you are constantly persuading, convincing, and influencing the people around you. Whether you are trying to convince a prospect to close a deal, persuade your boss to give you a chance to take on a new project, or simply convince your partner to go out for tacos instead of sushi, understanding how and why people change their minds is an important skill.

Unfortunately, too many people overlook the importance of understanding the psychology of persuasion and often rely on archaic concepts such as “networking” or “gifting.” In this article, we’ll take a deep dive into the psychology of persuasion and explore key concepts such as the importance of leading by example, understanding common bases of influence, and how to harness the power of storytelling.

Leading By Example

If you are looking to persuade and influence others, there is no better place to start than by leading with your own actions, demeanor, and ethics. You must behave in the manner that you wish others to adopt. Unfortunately, many leaders expect their teams to be punctual, courteous, and confident while they themselves are frequently late, dismissive, and hesitant.

If you expect your team to be responsive and attentive to customer needs, then you must be responsive and attentive to their needs. If you expect your team to be open-minded and nonjudgmental then you must be open-minded and nonjudgmental.

It can be challenging to lead by example, especially when you’re in a position of relative power. This is because it’s easy to slip into the trap of thinking that the rules don’t apply to you, or that people should simply follow your orders because of your position.

If you find yourself falling into this trap, try to remember that leadership is not about demanding respect, but rather earning it through your actions and behavior. Leading by example is one of the most powerful ways to earn respect and ultimately exert influence over others.

Understanding Bases of Influence

Leading by example is just the starting point of understanding the psychology of persuasion. Next, it is important to understand the underlying bases of influence.[^1]

Reciprocation

One of the strongest bases of influence is reciprocation. Reciprocation means that we are wired to want to give back to others the kind of treatment that we receive from them. If someone provides us with a service or helps us out, we inherently feel the need to return the favor.

For leaders, this means that if you want to persuade and influence others, you should start by providing help, service, or value without expecting anything in return. Providing value upfront creates a baseline of reciprocation. Now, this does not mean that you should help others with the expectation of directly receiving something in return, as this is unethical and will likely backfire. Instead, focus on providing help and value without expectation and you’ll be surprised at how often people will want to return the favor.

Authority

Another strong basis of influence is authority. People are wired to follow the cues and commands of those they perceive as authoritative. In a workplace context, this means that people will be more likely to respond to a request if it comes from someone in a position of power or authority, such as a manager or leader.

However, authority can be tricky to navigate. In situations where authority is the only basis of influence, such as in military contexts, it can be very efficient. People follow orders and complete tasks quickly and efficiently.

However, in most workplace contexts, authority is best used in conjunction with other bases of influence, such as relationships, expertise, and trustworthiness. People will be more likely to respond positively to your requests and influence when they perceive that you have their best interests at heart and possess the necessary knowledge and skills.

Liking

If you present yourself as being friendly and courteous, people are likely to be more inclined to agree with you and follow your lead. This basis of influence is closely tied to the idea of reciprocation. If people like you, they are more likely to want to return the favor and be more receptive to your requests and ideas.

The basis of liking is often overlooked, as it is not necessarily tied to a position of power or authority. However, it can be incredibly influential, especially in situations where the target of your persuasion is aware that you are trying to influence them. In these situations, being abrasive or arrogant is likely to create a backlash, while being friendly and collaborative is more likely to create an environment where your ideas are received well.

Consistency

People also tend to be influenced by the need to be consistent. Once we take a stand or position on something, we are inherently motivated to behave in ways that are consistent with our earlier statements or commitments.

If you can get someone to take a stand or make a small commitment, they are then more likely to be persuaded to take further action that is consistent with their earlier commitment. This is why limited commitments made early on, such as agreeing to a small request, can lead to larger commitments later.

This basis of influence is often used by charities. They will ask for a small commitment, such as a small one-time donation, and then rely on the principle of consistency to encourage further donations in the future.

Storytelling

Each of these bases of influence can be powerfully harnessed through storytelling. Stories are inherently persuasive because they engage our emotions as well as our reasoning. Through storytelling, you can create vivid images in your audience’s mind of the end result they could achieve by following your lead.

Storytelling also allows you to incorporate elements of novelty, surprise, and suspense. These elements engage and hold the audience’s attention, making them more likely to listen attentively to your entire message.

Understanding Resistance

In order to develop stories that are truly persuasive, it is important to understand the various forms of resistance you may encounter. Many people will resist persuasion, even if it is in their best interest, primarily because they fear the effort, cost, or loss of autonomy that may result from being persuaded.

People also resist persuasion when they feel that the persuader lacks credibility, is biased, or is not genuinely trying to help. Identifying and addressing these concerns head on through your storytelling can help reduce resistance and make your persuasion attempts more successful.

Story Structure

There are many different ways to structure a story, but generally it is helpful to follow something akin to the hero’s journey. This is a narrative structure in which a character embarks on an adventure or journey and faces obstacles and challenges before ultimately emerging victorious.

Within the context of workplace persuasion, this could take the form of painting a vision of what the future could look like if your team achieved a particular goal, detailing the challenges and obstacles that must be overcome to get there, and then outlining the concrete steps that you will take to ensure success.

Conclusion

In today’s complex workplace, understanding the psychology of persuasion and influence is paramount. By leading with your actions and behaviors, understanding the underlying bases of influence, and harnessing the power of storytelling, you can become a master of persuasion and leadership.

Leading yourself first is critical to leading a team. By consistently demonstrating the behaviors and mindset that you want to see in others, you will earn respect and influence, while also creating a positive example for others to follow.

Understanding the underlying bases of influence can provide you with powerful tools to use in your storytelling. By understanding the psychology behind reciprocity, authority, liking, and consistency, you can craft compelling stories that leverage these concepts and effectively persuade and influence others.

Finally, storytelling is the critical tool that brings it all together. By crafting vivid stories that engage both the emotions and reasoning of your audience, you can effectively persuade and motivate them to achieve goals that you have set out together.

Overall, the journey of mastering the art of persuasion and leadership is long and challenging, but the rewards are great. By leading yourself first and understanding the underlying bases of influence and the power of storytelling, you can achieve great things and inspire others to do the same.

[^1]: There are six bases of influence, but two, scarcity and consensus, are not as applicable to a workplace context. We will focus on the four most relevant bases of influence for workplace persuasion here.