Persuasion and Influence
Chapter 9
Bailey & Burch (2010)
Stefanie Baldovin
Caldwell College
ABA 574 Fall 2013
Sources
Bailey, J., & Burch, M. (2010). 25 essential skills &
strategies for the professional behavior analyst.
New York, NY: Routledge.
Harvard Business School Press. (2005) Power, influence
and persuasion. Boston: Author
Autism Speaks website http://www.autismspeaks.org
Behaviorbabe website http://www.behaviorbabe.com
PricewaterhouseCoopers (PwC) Global entertainment
and media outlook: 2013 – 2017
Youtube
websitehttp://www.youtube.com/watch?v=L5hIR3-jAIs
Overview
• Influence
– Framing
– Information
– Technical Expertise
• Persuasion
– Having Credibility
– Understanding Your Audience
– Make a solid case
– Communicate Effectively
You Tube Video
http://www.youtube.com/watch?v=L5hIR3
-jAIs
Persuasion and Influence
• What do the words persuasion and
influence mean to you?
• Examples of when someone had to use
influence and or persuasion, without
coming across as forceful
Baily & Burch Definitions
“Persuasion is a process for logically
presenting your point of view to a group that is
responsible for making an important decision”.
Bailey & Burch, 2010a, p. 102
“Influence involves changing the attitudes and
behavior of other people without using any force
or show of power”. Bailey & Burch, 2010a, p.99
Persuasion and Influence
Why do Behavior analysts need to use
influence and persuasion to offer or
recommend treatments?
Persuasion and Influence
Common Misconceptions:
• ABA produces robotic behavior;
• ABA is harmful/uncomfortable for children;
• ABA is antiquated (something from the 70's).
More Misconceptions
• ABA seems too labor-intensive;
Persuasion and Influence
Behavior analysts are only data oriented
More Misconceptions
Behavior analysts are only data oriented
Persuasion and Influence
Our technical skills and data are not convincing enough to obtain
“buy in” from parents, teachers and supervisors
Influence
• As per Bailey and Burch,
“Influence involves a no force
approach.”
• Television is the most influential
advertising medium, despite a
saturated audience PricewaterhouseCoopers
(PwC) Global entertainment and media outlook: 2013 – 2017
Influence
In 2012 Advertisers spent $63.8 billion on
TV ads - PricewaterhouseCoopers (PwC) Global entertainment and
media outlook: 2013 – 2017
Autism Speaks video
http://www.youtube.com/watch?v=QNf9c
GqjVg8
Influence
Tactics of Influence
• Framing
• Information
• Technical Expertise
Influence
Framing - presenting the discussion in a
format or context with which you feel
comfortable
Bailey and Burch example – frustrated
parent
– The Behavior Analyst can give examples of similar cases
where he/she worked on a learned behavior and were able
to analyze it and teach a more appropriate behavior
Bailey & Burch, 2010a, p.100
Influence
• Information
– Gather and use relevant factual data
– Simple Graphic representations
– Do not rely on data alone
– Develop a rapport that leads to trust
Influence
• Technical Expertise
– Especially needed for specialization
– Convince the decision maker that you
are uniquely qualified – for example
feeding disorders
Persuasion
“We don’t offer a health-care plan. Instead we have
Lou persuade you not to get sick.”
The New Yorker
Persuasion
• Persuasion – 4 Elements
– Having Credibility
– Understanding Your Audience
– Make a solid case
– Communicate Effectively
Persuasion
• Credibility = Trust + Experience
• “A good reputation takes 20 years to
build and only five minutes to ruin.”
Warren Buffet
• Honestly ask if you have the credibility
to do the job – Examples?
Persuasion
• Understanding Your Audience
– Due Diligence
– “The best predictor of future behavior is
past behavior.”
– Know who makes the decisions
– Hidden agendas
– “Pick your brain”
Bailey & Burch, 2010a, p.104
Persuasion - Make a solid case
• Build a case that is logical, and appeals to
decision makers
• Plan to have the “meeting before the
presentation or meeting.”
Persuasion - Make a solid case
• Lessons learned from the Greeks
– Start with a compelling story
– Use visuals to get to the heart of your idea
– Present factual evidence with simple graphics
– Anticipate objections, prepare responses
– End with a clear statement of what you want
Persuasion - Make a solid case
• Include rhetorical questions in
your presentation
• Use voice tone and volume to
emphasize key points
Persuasion
• Communicate Effectively
– Begin with a relevant story – attention
getting hook
– Emphasize future improvements
– Do not be solely driven by data
In Closing
– As behavior analysts we are natural
advocates but need to be mindful of our
language when presenting information
or proposals outside the behavior
analyst circle
– Learning to influence people without
coming across as coercive can be
learned with practice
(Bailey & Burch, 2010)
In Closing
– Positive advocacy news
Florida Agency for Health Care Administration (AHCA) A court ruling in Florida with national impact. Most
states mandate that private insurance companies must
cover ABA, most Medicaid programs do not provide
coverage.
http://www.autismspeaks.org/advocacy/advocacynews/order-directing-florida-medicaid-cover-abaupheld-appeal
(Bailey & Burch, 2010)
Questions
Additional Reading
References
Bailey, J., & Burch, M. (2010a). 25 essential skills & strategies for
the professional behavior analyst. New York, NY:
Routledge.
Harvard Business School Press. (2005) Power, influence and
persuasion. Boston: Author
Autism Speaks website http://www.autismspeaks.org
Behaviorbabe website http://www.behaviorbabe.com
PricewaterhouseCoopers (PwC) Global entertainment and
media outlook: 2013 – 2017
Youtube websitehttp://www.youtube.com/watch?v=L5hIR3jAIsHarvard