The Power of Persuasionand IT Training

ILTA | User Support Peer GroupJune 4th, 2009

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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 | PresidentEncoreTech(p) 404.549.5750(m) 404.394.9072jroach@encoretech.com

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 receiveone 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 frazzledco-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 finallyarrives. Just as the doors begin to close, you seea 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 feellike 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

Tips for Building your Favor Bank

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 youactually 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