Use the Head, Heart, or Hands (Logical, Emotional, or Cooperative Appeals)
Influence is the ability to personally affect the actions, decisions, opinions, or thinking of others.
Ultimately, influence allows you to get things done and achieve desired outcomes.
At a basic level, influence is about compliance — getting someone to do what you want them to do (or at least not to undermine it). But genuine commitment from other people is often required for you to accomplish key goals and tasks.
Early in your career, or in individual contributor roles, influence is about working effectively with people over whom you have no authority. It requires the ability to present logical and compelling arguments and engaging in give-and-take. In senior-level or executive roles, influence is focused more on steering long-range objectives, inspiration, and motivation.
Wherever you are in an organization, chances are you will want to master these tactics to influence others, as influence is one of the core leadership skills needed in every role.
3 Ways to Influence People
We’ve found that influencing tactics fall into 3 categories: logical, emotional, or cooperative appeals. We call this influencing with the head, heart, or hands.
- Logical appeals tap into people’s rational and intellectual positions. You present an argument for the best choice of action based on organizational benefits, personal benefits, or both, appealing to people’s minds.
- Emotional appeals connect your message, goal, or project to individual goals and values. An idea that promotes a person’s feelings of well-being, service, or sense of belonging tugs at the heart and has a good chance of gaining support.
- Cooperative appeals involve collaboration (what will you do together?), consultation (what ideas do other people have?), and alliances (who already supports you or has the credibility you need?). Working together to accomplish a mutually important goal extends a hand to others in the organization and is an extremely effective way of influencing.
Leaders who effectively use these influencing skills can achieve their goals and objectives more successfully than leaders who lack that ability, regardless of where they sit in an organization.
Which Influence Tactic Is Right for You?
Here’s how to choose the best influencing tactic for your situation. To understand what might work best for a specific task or strategy, consider the following:
- Assess the situation. Why are you involved in this work? Why do you need this person’s support? What outcomes are you trying to achieve by influencing this person? Be clear about whom you need to influence and what you want to accomplish.
- Know your audience. Identify and understand your stakeholders. Each will have special concerns and issues, as well as their own agenda, perspectives, and priorities. Various groups and individuals will require different approaches for influencing. Tailor your influencing strategy for the particular person — considering individual personalities, goals, and objectives — as well as organizational roles and responsibilities.
- Review your ability. What tactics do you use most often? Which seem to be most effective? What new tactics could you try in this situation? Draw on others for advice or coaching, too. For example, if you always focus on the logical appeals, have a co-worker who is a strong collaborator help you think through your collaboration tactics and arguments.
- Brainstorm your approach. What tactics would work best? Which logical appeals will be most effective? How could you make an emotional or cooperative appeal? What specifically could you say and do to use each type of tactic? Anticipate possible responses and prepare your reply. What counterarguments could you use? What additional influencing tactics would be helpful?
At first, you might want to try out new influencing tactics in low-risk situations, practicing one-on-one. Focus on developing the 4 key skills needed to influence others. As you become more versatile and experienced, you’ll gain confidence in your ability to influence teams and larger groups, and to persuade others in higher-stakes situations.
But also consider changing tactics right away if you have a pressing issue that has stalled due to lack of buy-in or support. Would a more logical, emotional, or collaborative approach make a difference? If so, go ahead and try out an appeal from a different angle — you might find yourself to be more influential that you realized.
Influence is one of the key skills taught in our flagship face-to-face Leadership Development Program® and in our flexible, licensed Lead 4 Success™ training. Both these programs can help you dramatically improve your effectiveness at work by developing your fundamental leadership skills, including influence.