ABSTRACT
This chapter provides an overview and a discussion on elements, negotiation application, and limitations of influencing. Influencing is a form of negotiation; however, rather than exchange in order to agree, this process relies on subtle manipulation tactics. It is generally thought to be a covert and distributive approach to persuasion. Negotiation and influencing methods can be used together; however, the delineation between the two needs to be understood, so that they are not used inappropriately, at the wrong time or in contradiction to each other. Influencing theory is often combined with stakeholder mapping, so that an effective and workable communication plan can be put in place. Research has shown that influencing tactics tend to be used more frequently by those on the sales side rather than the buy side. It is thought that this is due to the need to 'soften up' the prospect prior to entering into the negotiation process itself.
