Issue link: https://epubs.iltanet.org/i/7694
ILTA White Paper The Business of Law 48 • Appearance: An attractive, tailored presentation invites others to listen and agree with you. • Similarity: We like people similar to us. Mentioning similar home towns, alma maters, professional associations and hobbies opens the door for collaboration. • Compliments: Evidence indicates that even if we know a compliment is artificial, we cannot help but like the party who gave it. • Contact and Cooperation: The more contact we have with a party, the more we like them; but to trigger liking, it is essential for the contact to be in a collaborative setting (Marketing and Finance working toward a common goal) rather than in a competitive one (Marketing and Finance competing for budget dollars). • Association: When attempting to influence someone's decision, linking yourself (think: unknown new car) to someone the other party trusts (think: celebrity) will affect how the other person perceives you and will add credibility to your story. auThoriTy We are built to respect hierarchy and listen to authority. If you are not among the top ranks of your organization, find someone who is to champion your cause. SCarCiTy When an item or option is scarce, we assume it is in great demand and therefore (remember social proof?) a valuable item and a good choice. This tool of influence may be less applicable for internal organizational decision making, but is worth keeping in mind for when you are on the other side of the influencing process. If a party shares that an option is available for a limited time, for instance, be aware the party is leveraging the scarcity tool to trigger your mental-scarcity tape. The option may in fact be an excellent one, but be sure to separate the analysis of the option's value from the tendency to perceive scarce items as more valuable. infLuenCing oTherS To Make SMarT ChoiCeS To bring a good decision to light, we often need to convince others of its merit. Without a doubt, the data supporting the decision is crucial for that process, but the method we use to present that data is equally vital to the outcome. "Influence: The Psychology of Persuasion" provides productive insight into shaping that method. ConCLuSion Good decisions and good decision-making processes lie at the heart of every successful business. Standardize a strong analytical approach to making choices and influencing others' choices, and you will help your organization thrive. iLTa