The short answer is: Get to know them.
It starts by building a positive relationship with the people you are trying to influence.
My grandson Owen (age 17) said, “My baseball coaches got to know each player on a personal level. After the weekend, they would ask what we did, what we most enjoyed, etc. Our relationship increased my motivation to listen and respond to their suggestions.”
To influence and inspire people, you can appeal to their heads, heart and hands.
Appeal to people’s head
Present relevant and rational reasons. Make logical arguments. Provide market research, customer surveys, statistics and results from pilot programs.
Present a cost/benefit analysis that indicates the value of your ideas.
Use coalitions and testimonials to support your recommendations. It is more convincing to say, “Ninety-five percent of the directors support my idea.”
Another approach that appeals to people’s logic and fairness is bargaining. “If you do A, I’ll do B.” This is a common approach used when negotiating.
Like bargaining, reciprocity also appeals to people’s sense of fairness. “I helped you with the Smith Project. I need your help with the new product introduction.”
My grandson Anthony (age 13) said, “Sometimes I say to my dad, ‘Since I helped you cut the grass, will you take me to MR Cone for ice cream?’”
Dr. Robert B. Cialdini has conducted research that shows human beings are wired to return favors and help people who have helped them. One study found that offering customers a free chocolate sample led to a 42% increase in sales.
Appeal to their heart
When your ideas evoke positive emotions and optimism, they inspire others to rally behind your proposals.
Highlight the positive results of your recommendations. “This initiative will end drunk driving.” “My proposal will create 30 new entrepreneurs.” Highlighting these kinds of meaningful results generates excitement and encourages people to support your vision.
Charity: Water, a nonprofit organization, uses storytelling to connect donors emotionally to the cause of providing clean water. They often showcase the transformative impact that clean water has on families in specific communities.
Finally, exhibit passion and commitment. Authentic passion is a powerful catalyst — when you believe deeply in your ideas and show it, you effortlessly ignite the same spark in others.
After hearing Howard Schultz share his inspiring journey of growing Starbucks while emphasizing values like community and opportunity, many people feel motivated to pursue their dreams.
Appeal to their hands
Persuade people through a direct experience. Take the car for a test drive.
Peloton is a fitness company that sells exercise equipment, apparel and accessories. They invite potential customers to take free classes or try their equipment at pop-ups, letting them feel the benefits of their fitness products firsthand.
My grandson Noah (age 12) said, “If I were trying to convince someone to go to a waterpark, I would ask them to go to one and just try it.”
When people try out your idea, they experience the value of what you are proposing.
Here is a great example: The president of a hospital sought to enhance customer service and improve how patients and their families were treated. To inspire his team, he organized a trip on a five-star ocean cruise. During the cruise, he asked his staff to observe every interaction with the ship’s personnel, paying close attention to how they were treated. The service was exceptional — the staff made eye contact, listened attentively, displayed professionalism and responded promptly to every request. After the trip, the president emphasized, “I want our hospital staff to provide this same level of exceptional care and service.”
This direct experience provided a powerful, concrete example of excellent service.
What types of direct experiences have had the most positive influence on you?
Help them reach their own conclusions
Providing the right mix of facts, emotional appeals and direct experience helps sell your proposal. But remember what Blaise Pascal once said, “People are usually more convinced by reasons they discover themselves than those discovered by others.”
So, ask the people you are trying to influence questions like these:
- What do these facts mean to you?
- How do you feel about…?
- What impact did this experience have on you?
Help people reach their own conclusions about the ideas you are recommending.
When you are dealing with closed-minded people, start by asking questions to create curiosity. How would your life be better if we eliminated this obstacle?
Plant seeds to encourage them to consider new ideas. Have you ever thought about being a team leader for our next product launch?
Spend time addressing their concerns. What questions do you have about my proposal?
Ask for the sale
Once you make your case and answer all their questions, close the deal. Ask for people’s commitment. Will you support my proposal at today’s meeting? Will you sponsor my project? Do not assume people will take the next step on their own.
Understand the people you aim to influence. Identify the most effective strategies to persuade them to support your proposal. Every situation is unique, so there is no single best approach for influencing others.
Opinions expressed by SmartBrief contributors are their own.
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