The Power of Persuasion and IT Training ILTA | User Support Peer Group June 4th, 2009

Productivity through Software Training End-User Training and Support Pre-rollout Consulting Train the Trainer Documentation and Curriculum Development Project Management Software Reseller About EncoreTech

Jeffrey Roach Jeffrey Roach has been working with law firms for the last 20 years designing and delivering learning strategies. Currently the President of EncoreTech, he works with top law firms and training departments around the country on maximizing the value of their training and support dollars. Jeffrey holds a B.A. degree from Depaul University and an M.A. from New York University. Jeffrey Roach | President EncoreTech (p) (m)

Robert B. Cialdini Persuasion is the ability to change people’s behavior— to successfully direct them towards the actions and habits you desire for them.

Persuasion is getting people to do what you want them to do.

Reciprocation 6 Weapons of Influence

Quickly mail them a card—even if you have to go buy one off the shelf. Add them to your list for next year. Do nothing. After mailing your holiday cards, you receive one from someone who wasn’t on your list. You:

Reciprocity 1. We feel obligated to return favors to people who have done us favors in the past.

Reciprocity 1. We feel obligated to help people who have helped us in the past.

The Frazzled Co-worker Elevator Roulette How would you react?

You stop and help You offer to help after you get back from lunch You direct them to the help desk You’re on your way to lunch, when a frazzled co-worker flags you down and ask for help.

You put out your arm to stop the door from closing You make a half-hearted attempt to “locate” the Door Open button You allow the situation to play itself out You push the Door Close button After waiting an eternity the elevator finally arrives. Just as the doors begin to close, you see a co-worker making a mad dash to get in.

Don’t say, “it’s my job” to the frazzled co-worker. Say, “I’m happy to help. In a similar situation, I know you’d do the same thing for me.” Don’t say, “no problem” to your elevator companion. Say, “They’re really running slow today, I wouldn’t want you to have to wait as long as I did.” Memorialize the Moment

Reciprocity 1. We feel obligated to help people who have helped us in the past.

Reciprocity 1. We feel obligated to help people who have helped us in the past. 2. If I give something up, you should give something up too.

The day that I feel like I need to be successful The day I need, but would allow that I could probably squeeze it into a half day A minimum of two days—and that’s going to be tight Your Firm is rolling out Word 2007 and you feel like you need 1 full day of training for staff. What do you ask for?

The staff can feel comfortable with the user interface and be more productive in their use of the product. To minimize the risk that the work will not get done on time. I need this much time so that:

Be Helpful Who can help me? Tips for Building your Favor Bank

Be Helpful Who can help me? Tips for Building your Favor Bank

Be Helpful Who can help me? Who can I help? Tips for Building your Favor Bank Don’t minimize your good deeds Build concessions into your plan Frame decisions in terms of losses, not gains

Reciprocation Liking 6 Weapons of Influence

Likeability People are more likely to say yes to people they like.

In the workplace, am I a likeable person? Yes No I’m not sure

Likeability Factor Similarities – you and I share a commonality Compliments – genuine compliments are like currency Cooperative effort – people like people who pitch in and help out

Reciprocation Liking Social Proof 6 Weapons of Influence

Social Proof People are guided by the opinions of others, by the wisdom of the the crowd.

1971 Ad Campaign featuring Iron Eyes Cody, the “Crying Indian” People start pollution; people can stop it Keep America Beautiful still resonates with most of us

You add your trash to the growing pile next to the can You hold on to your trash until you find another trash can You approach a trash can that is overflowing to the point where people are placing their trash on the ground next to the can.

Peer pressure Name dropping The in crowd From Blackberrys to iPhones, people like being associated with popular things.

Reciprocation Liking Social Proof Scarcity 6 Weapons of Influence

Scarcity When something is scarce or difficult to come by, we tend to value it more.

Yes No The Office 2010 Technical Preview starts in July. Would you jump at the opportunity?

Yes No Beyond the initial “look through” would you actually use the product?

Insider information Sharing this is like doing someone a favor Deliberate leaks The shelf-life for this is really short The illusion of exclusivity

Reciprocation Liking Social Proof Scarcity Authority 6 Weapons of Influence

Authority We trust experts, and want to hear what they have to say.

Credentials and trustworthiness Point out weaknesses in your case, before moving to your strengths Present yourself as an expert

Reciprocation Liking Social Proof Scarcity Authority Commitment & Consistency 6 Weapons of Influence

Commitment & Consistency People like to do the same thing as they’ve done before.

Once someone has said yes, they tend to keep saying yes Written commitments are stronger than verbal Identify your go-to people, your advocates

Reciprocation | People feel obligated to return favors Liking | People want to help people who are likeable Social Proof | People are influenced by what their peers do Scarcity | People want things that are in short supply Authority | People listen to authority figures Commitment & Consistency | People like to do what they’ve always done 6 Weapons of Influence