ABSTRACT
The understanding of another person’s needs is at the heart of every successful influencing activity. In the first chapter, we built upon Zuker’s (1991) definition of influence as, ‘the ability to affect another’s attitudes, beliefs or behaviours – seen only in its effect – without using coercion or formal position, and in a way that makes influencees believe that they are acting in their own best interests’. It is the last part of this definition upon which this chapter will focus. People will do things for you, and feel good about it, provided they believe that they are acting in their own best interests and are achieving their personal goals. This is in fact a definition of motivation. Drzdeck et al. (1991) go as far as to define influencing as the discovery of another person’s needs, wants and desires, and then the presentation of a solution which will satisfy those desires. Once you have identified these needs, and have shown your influencee how your suggestion or proposal can meet them, they will accede to your request and will support you, because they see themselves as acting in their own interests, and not yours. This perspective contrasts with the way many of us attempt to persuade another person. This is encapsulated in the phrase, ‘would you do me a favour?’. To be an effective influencer, you need to show the influencee how, by agreeing to your request, they will be doing themselves a favour!
