During a recent interview I was asked an interesting question:
“Colin, what one thing, above all else, do you want people to learn about influence?”
Having been working in this field for a great many years, there were an awful lot of ways that I could answer this. The subject is huge, and I’m still learning. Which means, I’ve got plenty of things to choose from.
But it didn’t take very long, because in fact the answer is pretty central to my whole approach to influence, and why I am different from many others who work in this arena.
My answer was:
“The importance of investing significantly in developing a deep understanding of the person or group that you wish to influence.”
To me, this trumps influencing skills. It is more important than eloquence. Far more important than confidence. Why?
Because if you don’t understand the person you are influencing, you will be left guessing as to the most effective approach to influence them.
Once you have depth of understanding, you will be able to:
- See what works, and what doesn’t work with that individual.
- Optimise your dialogue, argument or persuasion.
- Understand what other influences they are subject to – what you have to compete with.
- Appreciate the human aspect of the situation, and yes, empathise with them.
- Know what levers you can pull to bring them closer to your position.
The list could go on, but I won’t.
Instead, let me encourage you into greater understanding.
Think of a stakeholder that you are struggling to influence.
- What is their professional agenda?
- What is their personal agenda?
- What pressures are they facing?
- Who is attempting to influence them?
- How does your agenda compare to theirs?
- What are you going to do today to increase your awareness of their position?
Do yourself a big favour and make the pursuit of understanding a top priority.