Systems Plus Persuasion Equal Success
Something I’ve noticed over time is how much systems contribute to success. It’s not to say that being carefree and creative don’t have value – they do. However, my observation has been with most things – learning, fitness, health, sales, coaching, leadership, etc. – having good systems in place are much more beneficial than winging it. Even with creative endeavors like improv comedy, there’s a system or approach that’s used. It may appear as though those doing the comedy are just going with the flow but there’s a structure underneath their creativity.
Two athletic examples come right to mind when I think about systematic approaches: weightlifting and running.
As a teenager I learned a system for weightlifting that made a world of difference. Before my junior season of high school football, I worked out consistently for a year and only gained 5 lbs. Pretty disappointing! During the offseason before my senior year I learned a system for working out and put on 30 lbs. before the season started. At my peak in college I was 90 lbs. heavier than when I first started lifting.
When I took up running my first marathon was a disaster. I covered the 26.2 miles in four hours and fourteen minutes and “hit the wall” about 20 miles into the race. Then I learned a system for running and eventually cut an hour off of that first marathon time and qualified for the Boston Marathon in the process.
In business I’ve seen this play out time and time again. People and organizations with systematic approaches win consistently. Let’s take leadership, sales and coaching as examples.
I’ve spent a lot of time learning and applying leadership concepts from Focus 3. At a high level their system focuses on three things: leaders, culture and behavior.
In the Focus 3 approach leaders create the culture that drives the behaviors that lead to results. If you want better results you need better behaviors which means creating the right culture to support the right behaviors. That’s why culture is the #1 responsibility of leaders.
When it comes to behavior Focus 3 uses the following formula: E+R=O. In plain English this means Event plus Response equals Outcome. Life happens (events) and we usually have no control over those events in the moment. We can influence outcomes in the direction we want by choosing disciplined responses. These disciplined responses are our behaviors.
When it comes to sales the system is pretty simple. Selling is about building rapport with the prospective customer, overcoming objections they may pose then closing the sale.
Coaching has a system very similar to sales. Coaching also starts with building rapport, gaining trust, then motivating the person being coached to new behaviors. Without relationship and trust it’s not likely someone will follow the advice of a coach.
Where does influence come into these business systems? Every step of the way! According to Aristotle, persuasion is about getting people to do things they wouldn’t ordinarily do if you didn’t ask. Whether you’re leading, selling or coaching, the principles of influence can be used to support the system because they can be used to change behaviors. For example, the principles we call liking and reciprocity are excellent ways to build rapport. To gain someone’s trust or overcome objections the principles of authority and consensus come into play. And finally, to close a sale or motivate behavior change try the principles of consistency or scarcity. Do you have a system in place that will lead you to success? If so, then consider how you’ll execute your system. If your system involves other people at any point then you’ll want to decide which principles of persuasion you can tap into to get a better result.
Brian Ahearn, CMCT®, is the Chief Influence Officer at InfluencePEOPLEand Learning Director for State Auto Insurance. His Lynda.com course, Persuasive Selling, has been viewed more than 130,000 times! Have you seen it yet? Watch it and you’ll learn how to ethically engage the psychology of persuasion throughout the sales process.