The Power of Influence
Building Profitable Relationships
Andrew L. Urich, J.D.
Puterbaugh Professor of
Ethics & Legal Studies
Spears School of Business
Oklahoma State University
aurich@okstate.edu
www.andrewurich.com
Can I Influence You?
McDonald’s Coffee Case
Is $3 Million Reasonable?
www.andrewurich.com
Idea #1
The Facts Don’t Matter
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The facts don’t matter– if no one believes them!
 Politics
 The
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marketing guy & the finance guy
Ability to influence could literally be a matter of
life and death.
www.andrewurich.com
Idea #2
You Can Open Closed Minds

Things are exactly as people choose to
see them.
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Is it important enough to care?
www.andrewurich.com
Idea #3
Conflict Is Underrated

Everyone wants to participate in
decisions that affect them.

Dispersion of power causes conflict and
growing pains.

Conflict identifies opportunities for
improvement.
www.andrewurich.com
Idea #4
Authority Is OUT.. Influence Is IN

Use competence and commitment instead of
position and status.

Team building and leadership are not based on
authority.

It’s not what you say….it’s how you make them feel.

We are influencing all of the time– positively or
negatively.
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The sign in PS 101
My daughter wants to go to Vegas
Authority at Tinker Air Force Base
www.andrewurich.com
Idea #5
When is “Sucking Up” actually “Sucking Up?”

My neighbor’s pictures

Baby pictures

The IT people
www.andrewurich.com
Idea #6
You Have a Point of View

Are you impacted by experience?
(Driving Rule of Relativity)

Their life experience is different than
yours.
www.andrewurich.com
Idea # 7
Learn to Become Even More Likeable

Why we like each other

Compliments
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Idea #8
Use Appearance as a Tool of Influence

Well-Dressed People are Perceived As:
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More productive
–
Responsible
–
Personally acceptable
–
More Intelligent
–
More Honest
–
Hardworking
–
Taking their job seriously
–
Being raised properly
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Idea #9
Always be Considerate

How would you feel if someone proved
you wrong?

Be very considerate
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Plan For Influence Opportunities
• A little preparation saves the day.
• It’s not always what you do say – it’s
often what you don’t say.
www.andrewurich.com
Keys to Influence
Strategy for Success: Five Factors for Planning
1.
2.
Overcome communication blockers.
(First, get them to listen)
Look for win/win opportunities (manage self-interest).
3.
Become a persuasive messenger.
(Be likeable and look the part)
4.
Don’t create conflicts and confrontations.
(Make them feel good about you)
5.
Get control of information and misinformation.
(It’s not all about the facts…but facts matter)
www.andrewurich.com
Thank You

Please keep in touch
aurich@okstate.edu
www.andrewurich.com
I Like You!
www.andrewurich.com
References
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Ailes, Roger. You Are the Message. New York. Doubleday, 1988.
Cialdini, Robert B. Influence: Science and Practice. 3rd Ed. New York: Harper Collins, 1993.
Cohen, Herb. You Can Negotiate Anything. Secaucus, N.J.: Lyle Stuart, 1980
Covey, Stephen R. The 7 Habits of Highly Effective People. New York: Simon & Schuster,
1989.
Dayton, Doug. Selling Microsoft. Holbrook, MA., Adams Media Corporation, 1997.
Fisher, Roger and William Ury. Getting to Yes. New York: Viking Penguin, Inc., 1981.
Forsyth, Patrick. The Negotiator's Pocketbook. London: Alresford Press Ltd., 1993.
Johnson, Spencer. The One Minute Sales Person. William Morrow, N.Y, 1984.
Karrass, Chester L. Give and Take. New York: Harper Collins, 1993.
Karrass, Chester L. The Negotiating Game. New York: Harper Collins, 1992.
Kozicki, Stephen. The Creative Negotiator. Pyrmont, Australia: Gower, 1993.
Lewicki, Roy J., et.al. Negotiation. 2nd Edition. Burr Ridge, Il.: Irwin, 1994.
Nierenberg, Gerald 1. The Art of Negotiating. New York: Barnes & Noble, 1995.
Paul, Richard. Critical Thinking. Santa Rosa, CA: Foundation for Critical Thinking, 1993.
Schoonmaker, Alan N. Negotiate to Win: Gaining the Psychological Edge. Englewood Cliffs,
N.J.: Prentice Hall, 1989.
www.andrewurich.com