Imagine working at a company where the CIO didn’t believe in the cloud because it was “too risky.” Imagine that same CIO ran a team of engineers who used archaic development practices and had a several year backlog on bugs and product requirements that weren’t relevant anymore to today’s customer needs. Now, imagine needing this CIO and his team to meet market demands and investors’ expectations–all while resisting your suggestions to modernize.
This was my reality a few years back. This was when I had to truly master the art of influence and persuasion. It’s already a tough task because people are busy, people don’t like change, and there’s confirmation bias–when you only see the data that supports your original point of view. However, as a Black woman who was significantly younger than this senior executive, my job was cut out for me. Research shows that a significant preference is given to arguments when perceived to have been made by white people over Black people. However, age was a factor for me as well, because in our very first meeting he said, “You’re too young to know anything about developing software.” Yet, with both a strategic approach and persistence, I managed to get the company to transition to the cloud and implement modern engineering practices.
How did I do it? As Good to Great author Jim Collins says, “Leadership is the art of getting people to want to do what must be done.” Here are 10 strategies to help you do just that.
10 Strategies to Influence Decision-Makers
1. Make a Friend Before You Need a Friend
Building rapport is key. People are more likely to be persuaded by someone they like and trust. Start by finding common ground–whether it’s kids, hobbies, schools, or other mutual experiences. Show genuine interest in others, offer sincere appreciation, and avoid complaints or criticisms. When people feel seen and valued, they’ll be more open to your ideas. Plus, reciprocity plays a huge role. Be proactive about being helpful to folks. When you do something kind for someone, they’ll naturally feel inclined to return the favor.
2. Build a Power Map
When dealing with complex situations, identifying key players is critical. Create a “power map” of decision-makers. Ask yourself, “Can I influence this person directly, or should I focus on someone who can influence them?” Then, strategize your approach for each person, tailoring your message to their needs and concerns. In the situation I described above, the CIO was going to be the hardest to convince so I focused on other executives whose P&L would be impacted if the engineering team didn’t evolve. They used their voices to drive the change.
3. Put Yourself in Their Shoes
Tailoring your message to your audience is one of the most effective ways to persuade. Ask yourself, what does this person care about? What keeps them up at night? Use their preferred communication style–whether it’s detailed data analysis or casual conversations. Remember that what’s likely in their head as they consider your proposal is, “What’s in it for me?”
4. Listen Before You Persuade
Many rush to convince others without taking the time to understand their needs. To truly influence, it’s important to listen first. Ask thoughtful questions to confirm your assumptions, and let people feel heard. By sharing decision-making power and solving problems together, they’ll feel a sense of ownership in your solution.
5. Be Mindful of Body Language and Tone
Studies show that 60-70% of communication is non-verbal. Ensure that you are completely facing the person you’re speaking with, showing that they have your full attention. Stand tall with your shoulders back and do not cross your arms. Consider using a slightly lower pitch in your voice to convey confidence and authority. Pay attention to your audience’s body language as well–if you sense discomfort or frustration, adjust your approach accordingly.
6. Establish Your Authority
Why should they believe you? Of course you are smart and have years of experience, but have you ever heard of the labor illusion? It suggests that when people witness the effort and labor you put in, they tend to value the end product more. So let your audience know about the hours you’ve spent researching, the number of people you interviewed, and the process you went through to come to this conclusion. Providing social proof, such as success stories of well respected companies or teams leveraging your approach will further establish your credibility.
8. Frame with an Anchor Point & Provide Options
Instead of providing someone with a yes or no scenario, present multiple options–this gives your audience a sense of control and can make your preferred option more appealing. Start with an option that you’re pretty sure they will reject, then follow up with your more practical proposal which will seem reasonable in comparison. The Von Restorff effect also teaches us that distinctiveness makes ideas more memorable. Ensure your proposal stands out from the rest.
8. Less is More
Keep it simple. You might be tempted to include every possible reason you can think of to support your argument. However, things that seem too complicated might raise doubts when we can’t understand them immediately. And, one weak argument can spoil the whole lot, so be selective. Stick to the highlight reel. Focus on your strongest points. What’s the one thing you want your audience to remember?
9. Paint a Vivid Picture
Help your audience visualize your solution. The brain loves specificity and tangible details. What will it be like once your proposal has been implemented? Use powerful visuals to get your point across and amplify your message. People remember pictures, and as they say, “A picture is worth a thousand words.”
10. Leverage Silence
Confidence is often demonstrated through thoughtful pauses. Don’t rush to fill silences in conversations. By holding space and allowing for pauses, you create a moment for your audience to reflect–and they may even reveal more information around their needs or concerns so that you can tailor your message more effectively.
Zee Clarke is the author of the book, Black People Breathe (Penguin Random House). She has been featured in many leading publications including ABC, Fortune, Forbes, CNBC, Ebony, Essence, and Fast Company.
She is a Harvard Business School graduate who applies holistic healing practices to corporate environments. Zee leads transformative workshops on mindfulness, breathwork and stress management tools at organizations such as Google, Visa, AMC Networks and more.
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