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PM Forum - Leeds
Understanding and influencing others
Whether you’re trying to ‘sell’ an idea to a colleague or a client, having an understanding of the other person’s motivations is invaluable. Sonia Saxton of Saxton Partners shared her 25 years’ experience in human development and resolving performance related issues with the Yorkshire group, giving tips on how to persuade, influence and motivate.
Sonia’s presentation included some neuro-linguistic programming techniques, promising to simplify the complexities of understanding the human mind and how that relates to performance. The outcomes of the session were to see how your influence style has an impact on others; to understand how to motivate internal and external clients; and what motivates people to buy your services.
She started by asking the audience to weight the importance they placed on four criteria in influencing a decision and then revealed the priorities given nationally. The most important factor was: sell the benefits of what you can do to provide a solution/meet the need identified (35 per cent). This was followed by: point out the long term benefits of what you could do for them (25 per cent); and provide them with data/research on what has been raised as an issue (22 per cent); and, lastly, tell how they can access what you could offer (18 per cent).
If you are on the same wavelength as the person you are trying to persuade, you are more likely to be successful, so the starting point is to identify your own motivational traits. People can be broken down into four types:
- Some people like pictures (Visual)
- Some want to know if they can tune into you (Auditory)
- Some like to get a feel for the relationship (Kinaesthetic)
- Some are more interested in data (Digital)
Sonia gave the group a quick questionnaire which identified their preferences. Interestingly, 40 per cent of the population has a visual preference; 14 per cent are auditory; 40 per cent are kinaesthetic; and 6 per cent are digital. Having identified your own inclinations, you can then go on to analyse other people and modify your style so it is more in tune with your audience. Body language is a useful clue to the preference type. Also, be aware of how your physiological behaviour is giving away what’s driving you.
Remember, the main motivations to be influenced are people; process; prosperity; and power. The language you use when communicating with different types is also important to success – clients need to own the idea to believe in it and you as the one offering a service. The key is to enable clients to make a connection with you and something they value.
Susan Reid
Appeal PR
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