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ARE WE PEOPLE OF INFLUENCE?

ARE WE PEOPLE OF INFLUENCE?. ……..really?. Robin R Allen, BSc, MBChB, FCPsych, MBA Head of Clinical Services, Lentegeur Hospital Depts of Psychiatry Stellenbosch and Cape Town Universities National Convenor, SASOP Public Sector Group. SOME BACKGROUND :. GP: 1989 – 1997 Registrar 1997- 2001

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ARE WE PEOPLE OF INFLUENCE?

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  1. ARE WE PEOPLE OF INFLUENCE? ……..really? Robin R Allen, BSc, MBChB, FCPsych, MBA Head of Clinical Services, Lentegeur Hospital Depts of Psychiatry Stellenbosch and Cape Town Universities National Convenor, SASOP Public Sector Group

  2. SOME BACKGROUND: • GP: 1989 – 1997 • Registrar 1997- 2001 • Consultant Psychiatrist LGH CFU and Adolescent Inpatient Units 2001 – 2009 No training in methods of persuasion or persuasive engagement – why not?

  3. …and so Ibumbled along • Appeal to patient’s sense of morality and duty • Plain old-fashioned cajoling and other forms of bribery • Motivational interviewing • Modified forms of CBT

  4. 2001 – Behold – the child and family

  5. How to Win Friends and Influence People is one of the first best-selling self-help books ever published. Written by Dale Carnegie and first published in 1936, it has sold 15 million copies world-wide • The Financial Post on Dale Carnegie: "Dale Carnegie's How to Win Friends and Influence People, the gold standard of the genre, has sold more than 15 million copies since it was first published in 1937." (April 24, 2008) https://www.google.co.za/search?noj=1&biw=1306&bih=579&q=dale+carnegie+books&oq=Dale+Carnegie&gs_l=serp.1.7.0l10.159109.163316.0.166669.13.8.0.5.5.0.593.2798.2j0j2j0j2j2.8.0....0...1c.1.43.serp..5.8.457.1iby-ID-Vcs

  6. http://www.skillwithpeople.com/

  7. One of the pioneers of the personal development industry, Les Giblin was born in 1912 in Cedar Rapids, Iowa. After serving in the military, Giblin began a sales job with the Sheaffer Pen Company in 1946. His successful career in door-to-door sales allowed him to become an ardent observer of human nature and eventually earned him two titles as national Salesman of the Year. Taking lessons from his sales career, Giblin penned his classic Skill With People in 1968 and began conducting thousands of seminars for companies and associations including Mobil, General Electric, Johnson & Johnson, Caterpillar, etc

  8. How To Make People Like You1. Become genuinely interested in other people.2. Smile.3. Remember that the person's name is the sweetest  and most important sound in any language.4. Be a good listener; encourage others to talk about  themselves.5. Talk in terms of the other person's interest.6. Make the other person feel important—and do it   sincerely. • Win People To Your Way Of Thinking1. The only way to get the best of an argument is to avoid it.2. Show respect for others' opinion. Never say,   "You're wrong!"3. If you are wrong, admit it quickly and emphatically.4. Begin in a friendly way.5. Get the other person saying; "Yes, yes!" immediately.6. Let the other person do a great deal of talking.7. Let the other person feel that the idea is his or hers.8. Try honestly to see things from the other person's point of view.9. Be sympathetic with the other person's ideas and  desires.10. Appeal to the nobler motives.11. Dramatize your ideas.12. Throw down a challenge.

  9. Robert B. Cialdini is Regents' ProfessorEmeritus of Psychology and Marketing at Arizona State University. • He is best known for his 1984 book on persuasion and marketing, Influence: The Psychology of Persuasion. Influence has sold over 2 million copies and has been translated into twenty-six languages. It has been listed on the New York Times Business Best Seller List. Fortune Magazine lists Influence in their "75 Smartest Business Books."[1]

  10. Harnessing the science of persuasion, Robert Cialdini • Harvard Business Review, October 2001 • 6 basic principles • can be taught, learned and applied • based on deeply rooted human drives and needs

  11. Principle 1 • LIKING • People like those who like them • find a similarity • Praise

  12. Tupperware parties – sales increase in proportion to popularity of host – the strength of the social bond is 2x as likely as the preference for the product to determine sales • Referrals for products – more likely to buy or transact if there is known person in between • Joe Girard – 12 years the No. 1 car salesman in USA – secret was 2 things – a fair price and someone they liked to buy from

  13. Principle 2 • RECIPROCITY • people repay in kind • give what you want to receive

  14. Hare Krishna followers at airports • Unsolicited packs of stamps or cards that come with donation requests • Donation by Ethiopia in 1985 to Mexico of $5000 (earthquake relief) (1935) • Experiment at Cornell University by Prof Dennis Regan –Coke and raffle tickets • Stronger than principle of liking

  15. Principle 3 • SOCIAL PROOF • People follow the lead of similar others • persuasion can be extremely effective when it comes from peers • influence is often best exerted horizontally rather than vertically

  16. Canned laughter • Salting of tip jars by barmen, beggars, professional fund-raisers • Bystander effect – Kitty Genovese March 1964 – killed over a period of 35 minutes witnessed by 38 people • Advertisements – testimonials of average people more effective • Yellowstone petrified forest example • Take note for suicides

  17. Principle 4 • CONSISTENCY and COMMITMENT • People align with their clear commitments • Make their commitments active, public, and voluntary. • even a small, seemingly trivial commitment can have a powerful effect on future actions • as a rule, people live up to what they have written down. • If an undertaking is forced, coerced, or imposed from the outside, it's not a commitment; it's an unwelcome burden

  18. Confidence in racetrack bets increase after bets placed • Asking somebody to watch your goods while you do something else • Toy company strategy • Korean war brainwashing • Drive safely billboard

  19. Principle 5 • AUTHORITY • People defer to experts • Expose your expertise; don't assume it's self-evident • People mistakenly assume that others recognize and appreciate their experience

  20. Stanley Milgram experiments Yale University • Unlikely adherence to odd prescriptions • Display of credentials

  21. Principle 6 • SCARCITY • People want more of what they can have less of • Highlight unique benefits and exclusive information • Study after study shows that items and opportunities are seen to be more valuable as they become less available • don't underestimate the power of "loss" language • people respond more when they consider what they might lose as opposed to gain

  22. 1988 study in Journal of applied psychology showed that people responded more to the possibility of loss of money due to not insulating house as opposed to saving the same amount if they did insulate • 1982 study shows beef buyers double their orders when told of an expected shortage; orders increased by 600% when told no one else had that information • Cookie experiments

  23. Conclusion • The rules of ethics apply to the science of social influence just as they do to any other technology. • Not only is it ethically wrong to trick or trap others into assent, it's ill-advised in practical terms • DECEPTION AND/OR COERCION IN APPLYING THESE PRINCIPLES IS ETHICALLY WRONG AND UNEQUIVOCALLY SHORT-SIGHTED • Are we people of influence …?

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