Persuasion

Transfers of power happen every day in dozens of situations. You recommend your barber to your neighbor and he starts doing business with that barber; you want to get into the best doctor in town so you have your friend drop a good word for you. You want a good job so you give your very best reference. In each of these examples there was an active transfer of power, some more overt than others, but in each one person went to bat for the other, actively saying, “You can trust this person because I say so and you trust me.”

When my wife was pregnant we wanted the best ob-gyn in town and he was not taking any new clients, period. He was treating a very good friend’s wife who had just had a baby and who was also the campaign manager for one of our senators. When she mentioned that we’d really like to get in, he immediately made room on his calendar for us. Why? Because it wasn’t that he didn’t have room for more patients, it was that he only had room for more of the kind of patients he was looking for. Because he knew my friend’s wife, he was more than happy to fit us in. We went through nearly the same process with our pediatrician.

Active Power and Credibility Transfer

Active transfers of power typically happen when one person asks another to endorse her or vouch for her in some way. Active transfers can also happen when someone you’ve just met introduces you to peers or colleagues. That individual is putting his relationship and credibility on the line for the person he is introducing or endorsing.

All too often we miss the opportunity to get active transfers of power because we are afraid to ask, yet that simple transfer of power and credibility from me to you makes persuasion much easier and much more effective. A more applicable example in business would be asking for referrals and having the person whom you want to refer you actually introduce you in person or by phone and give his endorsement of you at the time. The likelihood is much higher that the person to whom you’ve just been introduced will buy from you because of the relationship she has with her friend, the endorser.

One of the nonprofit groups I have worked with in the past solicits donations door to door. I had them make one simple change in their process. Rather than just asking which of their neighbors might be interested in helping, I asked them when we walked to that neighbor’s if they would simply wave to the neighbor when they came to the door. That simple act of waving increased donations by over 15 percent. The endorsement was overt, but not one word was exchanged. And the person who was asking for the donation simply said to the neighbor, “I just came from your neighbor’s house and they said you are a great person to talk to.”

Take the time right now to make a list of all the people you know who could help you in some situation where you are required to persuade on a regular basis and ask them if they will introduce you to at least one person you would like to persuade. If they will give you an outright endorsement that is even better, but if they won’t or if they are not currently a client of yours, simply have them make the introduction. Once the introduction is made persuasion becomes significantly easier. The people you hope to persuade will make assumptions about you and your worthiness to do business with them based simply on an introduction. But beware, they may go back to the person who introduced you and confirm information. Be sure what you say about the relationship you have with the person is accurate.

Another often-overlooked transfer of power is testimonials. When one CEO tells another CEO of a similar company that one supplier is better than another, that supplier’s chance of winning business improves. The same is true when you have written testimonials or if you are putting them on your web site, audio, or video promotions. Those transfers of power cut right to the heart of my concern. The reason I am concerned about what you are telling me may be because I don’t know you or I have no experience with you, but when someone else steps up metaphorically and says he trusts you, I begin to get more comfortable. And, with each additional testimonial I get more comfortable.

Finally, anytime you can get someone who is actively transferring power and credibility to actually demonstrate how something works or share her results with your product or service, you increase the transfer. She is in effect not just giving you her power and credibility but is in fact persuading for you, which is the ultimate transfer of power and credibility.

Implied Transfer of Power and Credibility

The organizations you belong to have a lot of power, prestige, and trust associated with them as well. Organizations that can be particularly powerful are fraternities, fraternal organizations (Masons, Elks, Shriners), business organizations (Chamber of Commerce, Better Business Bureau, Jaycees, Rotary, Young Presidents Organization), nonsecular organizations (churches, synagogues, Christian Businessmen’s Associations), and charities (American Red Cross, Make A Wish Foundation). Even informal organizations like Neighborhood Watch give you an opportunity to associate with people who will be more willing to listen to what you say and trust you based on your shared experiences or shared commitment to a set of ideas or principles. When you talk to other people inside the organization there is trust because you are alike; when you talk to those outside the organization there is a degree of trust based on their experience and belief about the organization.

Other implied transfers of power and credibility happen when you are the subject of media coverage. This is why as a persuader you must have a personal public relations plan. With some notable exceptions, people believe more of what they see, read, or hear because there is an assumption that if it is in print or on the news, then it must be true. We can all point to many times when the news was wrong, yet we continue to watch and believe. We pay more attention to the cars that we see featured in newscasts and we trust products that have been covered. We also trust and listen to those people who end up on the news because they wouldn’t be there if they were not experts on their subject. There is room for everyone in the news: As of this writing, more than 50 percent of what you see in the news is not hard news, but is placed or developed by publicists working to effectively position products and people. Always remember to try to get the person who is interviewing you or writing about you active in giving his endorsement or testimonial. Even if he hasn’t tried your product or service, use powerful questions to move him to acknowledge that he intends to try it, and the transfer of power and credibility is made. You can make your own news, too. We talk about that more in Chapter 6.

There are many other times when transfers of credibility can be important. For example, in negotiations, simply having someone who is neutral or who is respected transfer her credibility to your argument can make your position more acceptable or make you appear more reasonable. When you are writing e-mails or sending letters, you can transfer credibility by copying the person whose authority or credibility you want on the e-mail or on the correspondence.

Power and credibility transfers are reciprocal. If you want people to endorse you, then be the first to endorse. Be known for your willingness to help people make the connections they need so they are indebted to you and will help you make the connections that are important to you. Also be very careful how you use the credibility that has been transferred to you. You alienate two people the moment you mistreat a person whose trust has been given to you: the mistreated person and the person who endorsed you.

Chapter Review

• Transfers of power and credibility from a respected or trusted person to you enhance your ability to persuade.

• Transfers of power and credibility can be active or implied.

• Active transfers of power and credibility can happen in person or through testimonials.

• Implied transfers of power occur when people make decisions about you based on the company you keep and the organizations you belong to.

• Give to receive. Be known for the company you keep and your willingness, when appropriate, to transfer your own power and credibility in order to get the transfer when you need it.

Success Questions

• Whom do I know today who can transfer power or credibility to me in a situation I am currently trying to influence?

• Whom do I know who needs my power or influence?

• What organizations could I or should I belong to that will enhance my ability to persuade by giving me implied power and/or credibility? ☛

How can I use testimonials or other endorsements to help me persuade more effectively?

TRANSFER OF POWER AND CREDIBILITY

Active Power and Credibility Transfer

Implied Transfer of Power and Credibility