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Editor's Choice Article The Influence Model Using Reciprocity to Gain Influence (Also known as the Cohen-Bradford Influence Model) | ||||||||||||||||||||||||||
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| About the Model The Influence Model, also known as the Cohen-Bradford Influence Model, was created by Allen R. Cohen and David L. Bradford, both leadership experts and distinguished professors. The model was originally published in their 2005 book, "Influence Without Authority." Cohen and Bradford believe that authority can be problematic. It doesn't always guarantee that you'll get support from those around you; and it can create fear, and motivate people to act for the wrong reasons. This is why it's so useful to learn how to influence others without using authority. The Influence Model is based on the law of reciprocity - the belief that all of the positive and negative things we do for (or to) others will be paid back over time. For example, if you give your boss a tip that cuts hours from her workload, you might expect, perhaps subconsciously, that she'll do something nice for you in the future. Using the Model The Influence Model is useful whenever:
Let's look at each step in detail, and think about how to apply the model: 1. Assume All are Potential Allies Influencing someone else - especially someone who is seemingly "being difficult" - can make you feel upset, nervous, or unsure. However, don't write anyone off: approach the situation by looking at the other person as a potential ally. 2. Clarify Your Goals and Priorities In this step you need to identify why you are trying to influence this person. What is it that you need from him or her? What are your primary and secondary goals? Here, it's important to keep your personal wants and goals out of the situation. For instance, you may subconsciously want to be seen as "right," or you may want to "have the last word." These personal motivations often get in the way of effective negotiation. Focus on your work goals, and leave personal motivators or drivers aside. 3. Diagnose the World of the Other Person In this step, you need to understand your potential ally's world, and understand how he or she is judged. For instance, what performance metrics does she work by? How is she rewarded? These factors play an important role in what your ally can give, and what she might want from you in return. To evaluate this, ask yourself the following questions:
This step can be challenging; and it will determine whether or not you can identify her relevant "currency," which is the next step. 4. Identify Relevant "Currencies"; Theirs and Yours This is likely to be the most important step in the Influence Model. Here, you need to identify what truly matters to your potential ally. If you pay attention, you should be able to hear or see the currency that this person values most. Cohen and Bradford identified five types of currency that are most often valued in organizations. These are:
These currencies are all related to inspiration, vision, and morality/strength. People who value these currencies want to find meaning in what they're doing. They may go out of their way to help if they know in their heart that it's the right thing to do, or if it contributes in some way to a valued cause. You can appeal to these people by explaining the significance of your project or request, and by showing that it's the right thing to do. Appeal to their sense of integrity and virtue. b. Task-Related Currencies These currencies relate to the task at hand and to getting the job done. Here, you'll want to exchange resources such as money, personnel, or supplies. You could offer to help these people on a current project they're working on. Or you could offer your expertise, or your organization's expertise, in exchange for their help. Task-related currencies are often highly valued in new organizations, where supplies and resources may be scarce, as well as by organizations or teams that are struggling to get the finances, supplies, or information that they need. Keep in mind that an important task-related currency is challenge. Many people, especially those who want to test or expand their skills, value the opportunity to work on challenging tasks or projects.
c. Position-Related Currencies People who value this currency focus on recognition, reputation, and visibility. They want to climb the organizational ladder, and to be recognized for the work they're doing. Here you'll want to appeal to this sense of recognition by publicly acknowledging their efforts. You could offer them lunch with your CEO, or the opportunity to work with a high-profile team. Or, convince them that the project or task will be recognized by respected people in your industry. d. Relationship-Related Currencies People who value relationships want to belong. They want strong relationships with their team and colleagues. So, make these people feel they're connected to you or your organization on a personal level. Offer them emotional support and understanding. Use active listening, so that they can talk about their problems. And say "thank you" to show gratitude for the good work they're doing for you, or have done for you in the past. e. Personal-Related Currencies These are probably the simplest currencies of the five. They relate to the other person on a personal level. You can appeal to these people by showing them sincere gratitude for their help. Allow them the freedom to make their own decisions if they're helping you on a team. Keep things simple for them, so they don't feel hassled helping you.
5. Deal with Relationships In this step you need to analyze the kind of relationship you have with this person. If you know him well and you're on good terms, you can directly ask him for what you need. If you're not on good terms, or you're a complete stranger, then you need to focus on building trust and building a good relationship before you move on to the final step. To do this, take time to get to know the person you're interacting with. Make sure you use active listening techniques when you're speaking with him. Also, develop your emotional intelligence skills, which will help you recognize not only your own feelings, but the feelings of those around you. 6. Influence Through Give and Take Once you feel you know what your ally wants or needs, and you've determined what you have to offer, you can make "the exchange" and put your findings into action. (Our article on Win-Win Negotiation can help you with this.) Make sure that when you make the offer or exchange, it's done in a way that builds trust. Show respect, empathy, and understanding to the other person. Show your gratitude to them for helping you, and keep looking for ways to help others. Example Mark works in the accounting department in his organization. He's implementing a new software package that will streamline the collections process, eliminating several unneeded steps. However, he needs help from his colleague, Carmen, to solve a problem. Carmen has exactly the expertise Mark needs. The problem is that Carmen is extremely busy with her own projects, and has so far been unwilling to help. So, Mark uses the Influence Model, as follows: 1. Assume All are Potential Allies Mark already knows that Carmen could be an ally; they've always gotten along in the past. The only reason that Carmen is unwilling to help is because she's "snowed under" with her own projects, most of which have tight deadlines. 2. Clarify Your Goals and Priorities Mark takes a moment to clarify his goals. Why does he need to influence Carmen? This is simple: Carmen has the expertise Mark needs to overcome a problem he's stuck with. His goal is to gain Carmen's help, perhaps for half a day, to solve the problem. 3. Diagnose the World of the Other Person Mark looks at the professional world that Carmen, who works full time in IT, works in daily. Mark knows that the IT department is deadline driven. Carmen is often under immense pressure to troubleshoot problems as they come up, but also to deliver major projects that have quick turnaround times. As a result, she frequently stays late and comes in early to meet all demands. 4. Identify Relevant "Currencies"; Theirs and Yours Mark believes that Carmen's currency is task-related. What she needs most is another set of hands to help her complete some of her current projects. If she could catch up, she'd probably be willing to help Mark with his own project. 5. Deal with Relationships Mark is already on good terms with Carmen. They don't talk often since they work in different departments, but they've chatted a few times in the hallway, and Mark would consider Carmen a friend. 6. Influence Through Give and Take Mark decides on his exchange. He's going to offer Carmen a full day of his own time to help her catch up on her projects. In return, he'll ask for half a day of her time to help him with his own project. When he approaches Carmen, she looks surprised at the offer. But, she accepts immediately. Mark shows his appreciation by showing up early on his day to help Carmen, and working hard the entire day. When the time comes for her to help Mark, the same holds true: she shows up early, and the two get the problem figured out by lunchtime. Key Points The Influence Model is an effective tool for helping you influence others. It's especially effective in situations where you have no authority over the other person, or where he or she seems unwilling to help you. The model has six steps. These are:
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A Final Note
The ideas in our Influence Model article may see quite obvious, but it's amazing how few people use them in the workplace. I do encourage you to try this approach out - you'll be amazed by how much easier things become! In our next newsletter, we're looking at common management misconceptions, with our guide to Seven Surprises for New Managers. See you then!  James Manktelow Email us Mind Tools Essential Skills for an Excellent Career! | ||||||||||||||||||||||||||
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