1. A practical approach to influence both client and colleague
Investment Management & Life
Powerful Words!
A practical approach to influence both client and colleague
Dani Peer
Manager – Practice Management
Zurich Financial Services

2. “Your country needs you”
The world has changed…
“Over the top!”
“Your country needs you”
“Ask not what your county can do for you. Ask what you can do for your country”
Practice Management 6AB7UE-2005

3. The world has changed…
Vietnam was more than a war. It represented an epochal shift from group to individual.
Practice Management 6AB7UE-2005

4. The world has changed…
We’ve left the world of George Orwell, Charles Dickens and Pink Floyd behind…
People are not “resources” that can be ordered to do things…
We need new weapons…
Powerful Words!
Practice Management 6AB7UE-2005

5. Introducing 9 “Weapons of Influence”
The 9 weapons…
The Principle of Credibility
The Principle of Liking
The Principle of Fear
The Principle of Reciprocity
The Principle of Scarcity
The Principle of Social Proof
The Principle of Consistency
The Principle of Anchor Points
The Principle of Vision
Practice Management 6AB7UE-2005

6. Nine ‘Weapons of Influence’…
Number 1: The Principle of Credibility
People defer and are more easily influenced by EXPERTS
Not only WHAT you know but WHO you are
Expertise: knowledge of client’s needs / qualifications / experience / achievements
Broad credibility: absence of bias, composure, stability
“Credibility is the cornerstone of effective persuasion. Without it a persuader won’t be given the time of day”
Professor Jay Conger – Harvard Business Review
For you: Communicate your expertise, be aware of how you look and behave
Practice Management 6AB7UE-2005

7. Nine ‘Weapons of Influence’
Number 2: The Principle of Liking
People are more easily influenced by people they like
People WANT you to keep on liking them!
Uncover common ground
Show interest
Offer genuine praise
For you: Identify common ground, show interest and seize the opportunity to offer genuine praise
Practice Management 6AB7UE-2005

8. Nine ‘Weapons of Influence’
Number 3: The Principle of Fear
Fear creates action – help your client find their fear
Ask questions – what keeps them awake at night?
Describe risks and issues associated with ‘similar’ clients
Describe the consequences of not taking action
Communicate that YOU are able to provide a solution
For you: Ask questions to help your client find their ‘inner pain’ and communicate that you have the solution
Practice Management 6AB7UE-2005

9. Nine ‘Weapons of Influence’
Number 4: The Principle of Reciprocity
People respond in kind – give what you want to receive
Charities – gift + request
Zurich’s practice management
Of BDMs and golf balls…
Go out of your way (Harold’s story)
For you: seek to identify an opportunity to give something early on in the relationship (information, a favour…)
Practice Management 6AB7UE-2005

10. Nine ‘Weapons of Influence’
Number 5: The Principle of Scarcity
People want more of what they can’t have
People allocate more value to things that they have a hard time obtaining
Estate agents / shows / and my broker
For you:
Communicate limitations
Set turnaround deadlines
Risk is a privilege, not a right!
“I’d like to work with you (but)…”
Practice Management 6AB7UE-2005

11. Nine ‘Weapons of Influence’
Number 6: The Principle of Social Proof
People follow their peers – if everyone’s doing it, it must be right!
Inclusive statements
The power of endorsements / testimonials
For you: make ‘inclusive statements’, get testimonials
Practice Management 6AB7UE-2005

12. Nine ‘Weapons of Influence’
Number 7: The Principle of Consistency
People like to appear consistent
GWB + WMD
Confirmation of objective
Commitment must be:
Active [written or spoken]
Public [known to others]
Voluntary [not imposed]
For you: keep your prospects / clients telling you what they want from you
Practice Management 6AB7UE-2005

13. Nine ‘Weapons of Influence’
Number 8: The Principle of Anchor Points [Psychological Sequencing]
People make judgement calls against the first piece of information
Bank 5% / LPT 7% / unlisted prop trust 9%
Plan $3,500, for you, $2,500!
$75 to $25 – should have been $1!
Not only numbers
For you:
when you talk numbers, use anchor points
when you have a tough situation to communicate, use anchor points
Practice Management 6AB7UE-2005

14. Nine ‘Weapons of Influence’
Number 9: The Principle of Vision
People relate far more strongly to images rather than numbers and information
Use anecdotes: ‘picture the dream!’
SOA full of info. Use graphics wherever possible
Interactive planning!
For you: recount anecdotes, get hold of financial modelling software that has graphic capabilities
Practice Management 6AB7UE-2005

15. Brief recap…
There are various powerful weapons of influence to assist you in influencing prospects / clients / alliance partners / colleagues
These principles will get people to change / to concede / to comply
You need to be deliberate – plan how you will use them
Practice Management 6AB7UE-2005

16. And finally…
How does the leader of a country persuade the fearful and suspicious minority that his government means them no harm?
It happened a long time ago on a rugby field far, far away…
Practice Management 6AB7UE-2005

17. Mandela! Mandela! Mandela! Mandela! Mandela!....
Uncovering common ground…
The Principle of Liking used to perfection!
Mandela! Mandela! Mandela! Mandela! Mandela!....
Practice Management 6AB7UE-2005

18. The End
Practice Management 6AB7UE-2005

19. Important Information
The material has been prepared specifically for the exclusive use of advisers. It is not to be published without the prior written consent of Zurich Financial Services Australia Limited. This information dated 11 March 2005, is given in good faith and has been derived from sources believed to be accurate as at this date. However, it should not be considered as a comprehensive statement on, study of, any matter and should not be relied on as such. Neither Zurich Financial Services Australia ABN nor any of its related entities, or any of their employees or directors (Zurich ) give any warranty of reliability or accuracy and to the fullest extent possible under the law, accept no responsibility arising an any way whatsoever including by reason of negligence for errors or omissions.
Zurich Australia Limited ABN AFSL
5 Blue Street North Sydney.
Practice Management 6AB7UE-2005