Robert B. Cialdini, Ph. D. once said, “It is through the influence process that we generate and manage change.” In his studies, he outlined five universal principles of influence, which are useful and effective in a wide range of circumstances.
Reciprocation: People are more willing to do something for you if you have already done something for them first. Married couples do this all the time, giving in on little things so they can ask for that big night out or a chance to watch the game later.
Commitment: You cannot get people to commit to you or your vision if they don’t see your commitment. Once you provide a solid, consistent example, they will feel they have to do the same.
Authority: If people believe you know what you are talking about and accept your expertise, they are far more likely to follow you. Despite the rebel cry, “Question Authority,” when people need help with something, they will seek out an authority figure. If you place a man in a tie next to a man in jeans and a ratty T-shirt, people will invariably ask the man in the tie for advice on a technical subject first simply because he looks like an authority.
Social Validation: As independent as we like to consider ourselves, we love to be part of a crowd. It will always be a part of us, that school age desire to be accepted, no matter how many times our parents tell us, “If everyone jumped off a cliff, would you join them?” People will always jump on a bandwagon if their friends like the band.
Friendship: People listen to their friends. If they know you and like you, they are far more likely to support you. A pleasant personality can make up for a multitude of failures. More than one leader has been abandoned at the first sign of trouble because they were not very well liked.