Influence

Good evening everyone, we meet again in this lovely evening with another entry in my class blog. So today i would like to talk about Influence. What is influence? And how to have it?

Source: http://innetwork.net/2013/02/what-is-influence-and-how-to-have-it/

Influence is being able to affect an action. If you create, alter, inspire or change someone’s behaviour, you have influenced them. From a business perspective, influence is key.  Marketers hope to influence consumer spending decisions to purchase their goods and services. On an individual level, having influence within your social relationships has many benefits and could help to further your professional career.

So, the question is, how can one achieve influence?

4 Criteria of Influence

To have influence , one must establish 4 criteria with those they hope to influence: trust, authority, the ‘so what’, and a connection.

Source: http://innetwork.net/2013/02/what-is-influence-and-how-to-have-it/

Trust

Establishing trust with consumers is key to influencing their behaviour.  This one is fairly straight forward.  For example, you as a consumer, are only going to do what you trust to be is best for you.  As a marketer, you must establish a level of trust with your consumers, and create a belief that your product or service or whatever, is what is best for them.

Source: Google Image

Authority

By authority, I mean you have established some level of ‘I know what I am talking about’.  Authority, in this sense, means that you have established some level of expertise or given good reason for others to believe in what you are saying.

Source : Google Image

‘So what’?

Why should people believe you? Of what benefit is it to them? People are primarily self-motivated- give them a reason to care.

Connection

And finally, establish some kind of connection with the people you hope to influence.  Personally, I think this is one level that frequently is overlooked, especially in business.   I can think of several brands (Loblaw’s President’s Choice, for example) who are doing this well and showing the importance of it. Do it.

Think about who influences you. Think about your relationship with them. Do you see each condition of influence within that relationship? Next time your hoping to influence someone, think about the nature of the relationship you currently have with that person and try to establish these aspects within it.