Influence - How Much or How Little Do You Notice It?

It seems that the most effective influencer in the UK is the magician/hypnotist/entertainer Mr Derren Brown. If you've ever witnessed Mr Brown's live show, even the untrained eye can notice that his approach is a potent mixture of trickery, sleight of hand, misdirection and exemplary timing. Twin these with a charming personality and there you have it - persuasion magic!

If you've not seen Mr Brown in action, just type his name in to Youtube and you're bound to enjoy yourself. But we don't all want to be a Derren Brown type of influencer and persuader. And that is a good thing. But we all do have situations at home, at work and in the street where we want to or indeed have to influence another human being, or even group of human beings to either start doing something or stop doing something, to do more of something or do less of something. Indeed, if nobody influenced anybody else - nothing would happen.

Are you aware of how individuals, government, companies and groups influence you? Maybe you are on some occasions, maybe not on others. I've detailed below a number of situations where we are being influenced, perhaps unconsciously or perhaps, because we pay so little attention or place so little value on the influencing stimulus - we tend to comply.

You're too well dressed to be a beggar

I've just returned from a family holiday in the city of Nice, France. Each evening an abundance of tourists explore the beautiful 'Old Town' area of the city to enjoy the architecture, the street entertainment which spans music to martial arts. But the one thing that really stood out was the fact that the 'beggars' who hounded unsuspecting tourists for money - were all really well groomed and remarkably well dressed.

A 'team' of male beggars worked the Palais de Justice square where thousands of tourists passed through and hundreds more enjoyed the cafes and restaurants. Each 'beggar' had a transparent plastic cup which they would shake as their next target approached (so the target could hear the sound of coins and so be encouraged to contribute). But who did they target each and every time? Females - females on their own, females in a group but ultimately no males were targeted. Why not? Perhaps because females are perceived to be more compliant, the beggar can flirt a little and maybe because the response from a male would be more forthright, less polite and more aggressive. See what the beggars have done? They've selected their target market, put their own money in their plastic cups to imply that other passers-by have been kind enough to contribute (to their next Armani clothing purchase) so you should too.

There's a lesson here. If you're going to beg - don't dress, look or smell like you've just got yourself ready for your first date with a beautiful super-model! It just doesn't fit the profile.


The Restaurant Bait

Again, and you'll have experienced this in many holiday destinations across the globe. Restaurants and cafes place a member or two of their team on the street just outside their hostelry to attract potential customers. But why do they always choose to employ rather attractive, in-shape and often blonde (natural or bottle) in this role? Have you ever seen a spotty, greasy-haired, ginger plump lady - or male in this position? Not a chance. Why not? Because the restaurant and cafe owners realise that where a family is passing by, it's usually the father/the male that holds will be paying for the meal and booze - and that they will most likely enjoy the 'sights' too as well as enjoying the food. You just got influenced and it cost you a bundle!

Supermarket Sweep

Why do we buy the 'Special 2-4-1 Offer' in a supermarket so often? Because it appears better value than simply buying the one item you really wanted. It's like 'If I don't buy it now, I'll lose out'. But how can we really 'lose out' by buying something we didn't really need, only wanted? Supermarket bosses use fantastic, perhaps sometimes unethical, influencing strategies to influence the shopper to just keep on shopping. Even when it comes to checkout, the sweets, chocolate and other snack foods aren't there to be of help to you - what they're really doing is providing an opportunity for you to impulse buy a product, or even worse, get your kids to pester you in to buying something for them. And wouldn't it be oh so embarrassing for you if your kid/s caused a scene in front of so many other people at the checkout?

Amsterdam Airport Has the Best Idea

You've heard it over the airport speaker system. 'Will Mr Williams flying to Dubai with Emirates please board immediately as the flight is ready to depart?'...to be followed a few minutes later by 'Will Mr Williams flying to Dubai with Emirates please board immediately as the flight is ready to depart?'

See what's happening here? A supposedly important message, with consequences for the passenger - missing his flight, and the airline - missing its slot and the potential onward delays, isn't becoming any more important to the passenger as there isn't a consequence for him. Now, imagine if you are Mr Williams for a moment and you're flying from Amsterdam's Schippol airport. This is the term they use, and it creates a very different impact.

'Will Mr Williams flying to Dubai with Emirates please board immediately or your baggage will be off-loaded from the flight?' See the difference? If you're Mr Williams, you'll actually feel the difference - emotionally and perhaps financially too. This message delivers a sense of urgency, a sense of responsibility and also a sense of consequence as Mr Williams has no control over the airline shutting the doors without him.

Low - Cost Airlines - The Devil is in the Detail...and Your Visa Card Bill

So, your flight ticket from Leeds to Paris is ONLY £5 each way. Fantastic, WE MUST GO!

You go online, choose your flights and all is looking well. Until that is, you want to take baggage, one piece each to be stored in the hold. £20 to £30 each ticket. And you'll have to check-in online as the airline doesn't employ staff to do this at the airport....DUH! so that will cost you a further £5 each, each way. So that's another £20 creeping its way on to your visa card. Oh, you want to pay by visa or debit card? That's another 2% charge of the total transaction please. But I have a question about the booking, I'd better call the airlines 'customer service' number. Oops, didn't we tell you that it's not only an 0870 number, it costs upto £1 per minute...AND THAT INCLUDES THE TIME IT TAKES FOR US TO TELL YOU YOU'RE IN A QUEUE, ATTEMPT TO SELL YOU MORE OF OUR PRODUCTS AND SERVICES not just the time you have speaking to one of our staff.

See what's happened? You've been influenced to make purchases because they feel compulsory. Of course they aren't compulsory as we reserve the right to not travel or choose another airline, but the influencing psychology is 'I MUST COMPLY IF I WANT THE TRIP'. Some call this influencing, whilst others may call it scamming!!


The lessons? Start to notice how you are being influence, who is influencing you and reserve the right to choose not to comply. You might live to regret it if you don't.

http://www.SummitTraining.co.uk/

http://www.ScottWatson.co.uk/

Cialdini's Influence Principles Aren't Just for the Business Arena

So, this isn't the usual kind of blog post. As you know, many, if not all of my posts relate directly to the corporate arena. But this one is different. Perhaps very different - in terms of subject, and also in terms of how to apply the wonderful principles and teaching of Professor Robert Cialdini (influence and persuasion), to a rather distasteful subject. The subject that is so distasteful?

Dog Mess!

Now, if the subject hasn't put you off, stick with me on this as I'll quickly demonstrate how to apply Cialdini's principles to under-pressure and often under-resourced local government officials who are charged with keeping our neighbourhood safe and streets clean.

A quick re-cap of Cialdini's principles

1. Reciprocity - you help me, now I'm obliged to return a favour to you

2. Commitment and Consistency - If you say you'll do it - do it! Keep your commitments

3. Social Proof - People will generally do what they see other people doing/or not doing

4. Authority - People tend to comply (willingly or otherwise) with those who are in authority

5. Liking - People are more influenced by people that they like.

6. Scarcity - People tend to want more of something when it is becoming scarce.



Straight to the point. Who do you fear the most, or at least far less likely to be offensive to?

a. Police Officer (a real one, not a 'hobby bobby')

b. Dog Warden (in full uniform)

Let me guess, you went for option A. Why? Possibly because a police officer has far more influence. Not just the individual, but the uniform that he or she wears represents AUTHORITY.And however much, or however little someone respects authority, the police offer has the right, and power to encourage or insist on compliance with the law. Another point is that if a police officer actually arrests you for an offence, you're far less likely to enjoy the experience.

Indeed, encouraging irresponsible dog owners to clean up the mess that their pet just made shouldn't be all that difficult if Cialdini's principles are applied effectively and consistently. Whilst people generally COMPLY with authority, they only comply when somebody is observing them - not afterwards. One example is spotting speeding drivers quickly slow down when they notice a speed camera...and then speed off when they are out of the cameras range.

Management Development Training

The need for and value of effective management development training is often sidelined by busy executives who are so focused on ensuring that nothing goes badly wrong, that they miss the opportunity to ensure that far more things go wonderfully well.

Yes, executives do need to hit the numbers and achieve the goals they have agreed, or been set, whether it be by eager investors or other parties. And especially during or following a recession.

Executives ignore management development training at their peril. Why? Simply because the more effectively a manager performs, the more effective an organisation can be. One objection I often face from well-meaning executives is 'But who will do their work if they're on a training course?' An easy question to answer. 'Somebody else'.

There are many ways, other than traditional classroom based management training to develop your existing and emerging managers. They include:

- One to one coaching with colleagues (same and different teams and departments)
- Peer group coaching with colleagues (same and different teams and departments)
- Group learning with immediate manager
- Group learning with key internal customers & stakeholders(90 minutes per session)
- Self-directed learning with internal HR/Training team or trusted peer
- Real-time, on the job coaching
- Online learning - have you seen the extensive audio book selection on Itunes?

Management Development training and coaching doesn't have to take the person out of the business. They can learn so much 'inside' your business - but only if they are allowed the time and space to undertake such learning. And remember, just because a manager is sat at their desk tapping their pen on the desk or even staring out of their office window, it doesn't necessarily mean they are avoiding their responsibilities. It might just mean that they are thinking, or even learning.

The most effective management development training usually includes a mixture of all of the points detailed earlier. How often have you participated in a training programme, thought that the ideas and concepts were absolutely fantastic, and then, not applied your learning? We've all done it I suppose. But this isn't management development - it's budget mis-management.


I have facilitated thousands of management training programmes across the globe. But whilst so many different factors influence just how effective the learning will be, one major sticking point often appears. And that's participants checking in with the office on their mobile phone. Why do they do this? Well, there's a number of reasons including a desire to ensure that all is running smoothly, a desire to show their deputy that they care about them, a desire to demonstrate self-importance to their deputy....'Oh, you can manage without me can you?' and finally, a deep rooted fear that something will go wrong and they'll be the one who has to sort it out.

There's one simple solution to the problem of managers focusing as much, if not more, on their mobile phone and emails as there is on the learning they are being paid and trusted to participate in. And that's DELEGATE EFFECTIVELY! But that's a subject for another time.

For now though, remember that developing managers isn't all about sending them on training courses and having them return motivated for a few days, or hours, depending on the quality of the learning. It's more about providing an abundance of well-considered options from which they can select their preferred method/s of learning. In addition to this, it's down to the line manager to ensure that time and space is allocated well in advance to allow the manager to immerse themselves in a worthwhile learning which will benefit them as an individual and of course, your organisation too.



















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The Unattractive Customer Offer - Why Do It?

It's not rocket science, so why do so many retail companies disadvantage their existing customers with offers which don't make logical, emotional or possibly even financial sense? Here are two examples of offers which I have received during the past 10 days.

While visiting the beautiful city of York with my wife, we noticed a retail clothing store called White Stuff. They sell a very attractive range of mid-price, unique design clothing for men and women. What I enjoy about this store's approach to customer satisfaction and value is simple. They serve first - and earn second. How so?

Well, my wife and I first came across this store during a holiday in the Lake District. My wife wanted to purchase some clothes for her new job and she enjoyed browsing the unusual but very attractive designs. They had a sale on which was also a bonus for me! As my wife browsed, the store attendant gently offered to assist my wife if she would like. Politely declining the kind offer, my wife continued to browse. The attendant's attention smoothly changed focus from my wife....to me!

You're welcome to relax on the sofa if you wish sir', and a half-second later continued, 'or you can enjoy the range of gentlemen's clothing over here', gesturing towards where she wanted me to be. Buying!

I did notice a jumper which I would have liked to have bought, but the only size in store was too small for me. But, it wasn't a lost cause. She picked up the phone and called their store 8 miles down the road. Yes, the sister store did have a larger jumper in store and they would deliver it to this store for 9am the next morning. 'I'd be happy to arrange delivery for you sir....Shall I do that for you?'. How clever as well as professional! Why? Because this young lady had been so polite, gently helpful and discreet that I would have felt a little awkward rejecting her offer of help. Also, by accident or design, including the words 'Shall I do that FOR YOU'? added a very personal slant. It's the law of reciprocity in action. She was offering to be helpful to me, so I was compelled to return the favour.

Yes, we did buy and the whole experience was very positive. So, on to York. A different store location wise, but very similar in terms of offers. Unfortunately for me, there was no sale or discounts being advertised, but a genuinely friendly welcome from the female assistant was followed around 5 minutes later with an extended arm offering to hold the 3 shirts I had taken off the rack, while I continued to browse. The next offer? 'I'll put these in the changing room for you to try on when you've finished.' How cool! In a very professional, non-pushy sense, there was little opportunity of me leaving the store without first trying on the items of clothing she had 'kindly' held for me.

Another offer, and a very subtle one at that was this. 'I'll give you an over the shoulder bag which is free of charge'. Nice gesture. Not that I ever pay for carrier bags in any store. My local health food store wants to charge ten pence for a carrier bag (apparently to help the environment and save the planet). All along, there I was thinking that they were just generating additional income from themselves because they were jumping on the bandwagon of being good corporate citizens. This is the health store that following ringing over £30 of goods through their cash till stated to me 'And the carrier bag is ten pence...is this ok?' My polite and assertive response? 'Well, no actually it isn't, I won't be paying additional funds for the privilege of paying you good money for these goods'. Stunned silence followed until the gentleman advised me that it was 'Company Policy' to charge for bags. My polite and still assertive response? 'Thank you for letting me know that, as I stated earlier, I won't be paying YOUR COMPANY to make money off an environmental issue.' When I asked whether the proceeds generated from every bag sale - and every customer's blind compliance with their 'Company Policy' was donated to a charitable organisation his face changed...as did his manner. Guess who lost a customer?


Back to White Stuff. The offers they made were timely, beneficial for the customer, cost nothing but a few seconds of their time, generated rapport and an element of trust and were partnered with a high-quality product at a price I was willing to pay. How cool is that? Very cool I think!

Now let's look at the other side. Last night I spotted an advert in the newspaper from my local hairdressing salon. The offer is detailed below, word for word as published.

MANAGER SPECIAL - CUT & BLOW DRY
NEW CLIENTS ONLY £40
SAVING YOU £15

What's wrong with this offer? This SPECIAL offer? You guessed it! If you have never visited this salon and had your hair cut by the manager, you pay ONLY £40. Apparently, this SAVES YOU £15. Let's think about this. If you've never had your hair cut by the Manager previously, you benefit from a perceived saving of £15. But, if you are a regular client of the Manager, YOU STILL HAVE TO PAY FULL PRICE! How fair is that offer? In simple terms, if you're a long-standing client who has helped this company grow their business, or at the very least, remain in business, you are penalised. Why? Because you are a loyal, existing client.

The acquisition of new clients is absolutely essential to any company. I understand this fully. But actively penalising existing clients and customers is potentially commercial suicide. So, if you are a consumer, be careful what offers you accept from organisations. If you are a business, you too need to think carefully before publishing well-meaning but potentially dangerous offers.

The Problem With Scarcity

As I write this post, the Icelandic volcano has paused from its spewing of volcanic ash. For now at least! The leaders of the 3 main political parties still all believe they are the best person to lead Britain out of recession and on to better times. And, as ever in these situations - there's a scam to be had and a victim to be found. How so? Let me explain in more detail.

When a resource is scarce, we human beings tend to place more value on it - in our own minds at least. Whether it's the TV shopping channels that do their best to sell their unsuspecting, no, gullible viewer to purchase something they don't need, and probably don't want - just because 'There's only seventeen left in stock and they're 'Selling out fast and won't be back in stock for 4 months at the very earliest.' No there isn't only seventeen left in stock and well they know it! There's probably hundreds, possibly thousands of the item left in stock. They're just using the scarcity trick to influence the viewer to believe there's hardly any stock left - and so 'I'd better buy one NOW before I LOSE OUT.'

How does this relate to Iceland and their mis-behaving volcano?

Before I answer that question, another example first. Due to the collapse of the Icelandic economy, and several banks and investment houses, each with a presence in the UK financial services industry, when the country and its banks went bust, no UK customer was permitted to withdraw any of their personal funds. Thankfully, the UK government introduced an investor/saver protection policy, basically providing a £50,000 insurance policy to protect UK investors from financial loss. This is even if they possessed more than £50,000. In basic terms, The Icelandic government owes British investors several billion pounds ($5 billion according to www.thisismoney.co.uk) in lost savings.

So, how does this relate to scarcity? Well, the scarcity rule doesn't only apply to products, services or money. It also relates to the scarcity of choice. Limiting the number of choices an individual, group or population can make. Try this one for size!

The Icelandic government allowed their population to vote on whether they should pay the debt to the British savers (who trusted the Icelandic banks with their funds). It was a straightforward 'Yes' or 'No' vote. Guess the result? A resounding 'NO'. Was it reasonable to expect a population to vote 'Yes' under the circumstances? Unlikely and perhaps the Icelandic governments public referendum was a ploy to absolve themselves of responsibility for making such a decision? After all 'They didn't say 'No'..the people did!'

Many trusting British savers now have scarcity of financial resources or reserves due to the actions of a government.

Sticking with Iceland, the volcano eruption has caused enormous disruption for travellers across Europe. Air travellers especially have suffered significant inconvenience due to aviation authorities cancelling all flights for fear of accidents occurring due to the volcanic ash. And for some serious entrepreneurs (or perhaps some would call them unethical business people at the very least), what do they do knowing that other people's suffering could make them a bundle of cash and profit?

UP THE PRICES...AND QUICK!

Virtually every major news channel in the UK has reported that train companies, including Eurostar have increased the cost of their ticket prices - due to the increased demand. Hotels in regions affected by travellers not being able to depart - have increased their prices and food outlets (not the major chains), have increased their prices. Why? BECAUSE THEY KNOW THEY CAN! Of course, however reluctant the weary travellers may feel, they do need to eat and they do need to sleep. Catch 22.

THE TAXI SCAM

Have you ever travelled abroad, or even to a new city, jumped in to a taxi and stated your destination, only to be asked by the driver, 'Is this your first visit?' Next time, please ignore the question or respond 'No' and leave the conversation there. Whilst some taxi drivers may ask in an effort to build some rapport and influence you to tip them well, others, I know from many personal experiences ask this seemingly innocent question to establish just one thing. And that is 'Can I scam you?'

Answering 'Yes' to the drivers question puts you, the trusting passenger, at an immediate and costly disadvantage. Why? Because the driver can take you wherever he or she wants, clock up the price on the meter, and you're none the wiser. When you reach your destination, you just pay up, possibly tip him or her (especially if they delay giving you change as it can feel somewhat awkward) and find out later in the bar you've paid way over the odds. Who's scarcity of local knowledge cost them dearly? You! I've had this dishonest trick played on me in Florida, Bahrain and Dubai. It's reached the point where I let the driver take me on a tour and only upon safe arrival at my destination (usually a good quality hotel), grab my bags and refuse to pay the fare. Not just the fare shown on the meter, but ANY fare. After all, when you've written down their licence number and contact telephone number for complaints, the driver is always happy to move on and find a more willing victim. I love Bahrain and the behaviour of some (not all) taxi drivers really dilutes my experience of the beautiful Kingdom.

Please Enjoy Your Stay - And Show Me The Money

The Radisson BLU hotel in Nice, France has cornered the market in pressuring paying guests to give them more money, by force rather than choice. How so? Easy, to enjoy the sunshine sat by or swimming in their hotel pool will cost each guest £20 per day. Imagine the cost of your enjoyment if you are a family of 2 adults and 2 children. Sure, you'd likely attempt to get the children to share a sunbed together - but that's against the rules apparently. Ok, you say, we'll go to the beach instead and save our money. No it won't. That too will cost you £20 per person per bed per day. And, as you pay in advance (remember you're a guest at the hotel), if it rains, there's no possibility of a refund. Selling on scarcity and the first hotel I've ever heard of which charges guests to use their pool.

Be very aware of how the scarcity rule is used against you. It could cost you dearly, not just in money but trust too. And when trust is lost, it's often very difficult to win recover.

http://www.SummitTraining.co.uk/

http://ScottWatson.co.uk/

http://GreatManagementTraining.co.uk/