How Consultants Gain Influence When They Have Little Power
I've trekked the corporate world for over 40 years. Imagine, just for a moment, what it would be like to be a consultant whose advice is sought after, whose strategies are implemented, and whose presence in a room commands respect and attention.
However, it never starts like that. Every time I go into a new client environment, I am struck by how little power I have to influence the various stakeholders. Generally, apart from your sponsor, consultants are universally despised by the rest of the organisation. Furthermore, the grace that you have with your sponsor quickly erodes if they don’t see progress fast.
Everyone has a view on what the problem is. The only trouble is they can’t agree, and so any resolutions are quickly overwhelmed by the dissenting voices. And this is your opportunity to shine and start winning people over by bringing clarity and a strategic approach to the situation.
Generally, organisations suffer from a silo mentality; they look at the world from their functional perspective and, as far as they are concerned, all the problems lie elsewhere! It’s important to gather the details but always return to a strategic level to check what’s what. The details are important, but only to ground the strategy.
First, you listen to people. Don’t propose any solutions, just keep listening until you start to see the root causes as you triangulate. Of course, you might provide advice on other matters that help the stakeholders, and this helps develop rapport, but you keep your cards close to your chest. Only share your insights with your sponsor during your regular reviews where you can openly discuss your hypotheses. For you, power is earned by the value that you bring at every step.
Once you have brought clarity to the organisation, it is surprising how quickly matters get resolved. You see, they are all smart people who, underneath, do want to see progress. Once everyone agrees which blockage should be removed first, it quickly gets vaporised, and progress returns, and your job is done.
Practical Tips for New Consultants
Weapons of Influence
Navigating such scenarios requires a deep understanding of psychological principles and strategic techniques. Fortunately, the work of renowned psychologist Robert Cialdini and master influencer Oren Klaff provides invaluable insights into how to effectively wield influence under difficult circumstances, especially when decision owners urgently need consultant results to get their business back on track.
The Psychology of Persuasion by Robert Cialdini
Robert Cialdini, in his seminal work "Influence: The Psychology of Persuasion," outlines six principles of persuasion that can be leveraged by individuals who lack formal power. These principles are:
Reciprocity: People tend to return favours. By providing value upfront, consultants can create a sense of obligation in their clients to reciprocate.
Commitment and Consistency: Once people commit to something, they are more likely to follow through. Experts can use this principle by securing small initial commitments that pave the way for larger agreements.
Social Proof: Individuals look to others to guide their actions, especially in uncertain situations. Demonstrating that other respected organisations or peers have adopted similar recommendations can be powerful.
Authority: Displaying expertise and credentials builds trust and confidence. Even without formal power, showcasing one's expertise through publications, presentations, and certifications can establish authority.
Liking: People are more easily influenced by those they like. Building rapport and finding common ground with clients can significantly enhance influence.
Scarcity: Highlighting the uniqueness or limited availability of a solution can create urgency and importance, motivating clients to act.
Pitch Anything by Oren Klaff – Master the Power of Frames
Oren Klaff, in his book "Pitch Anything," introduces a framework called STRONG, which stands for Setting the Frame, Telling the Story, Revealing the Intrigue, Offering the Prize, Nailing the Hookpoint, and Getting a Decision. Klaff’s approach is particularly relevant for consultants who need to pitch ideas and gain buy-in without formal authority.
Setting the Frame: Control the context in which information is received. By establishing a frame, consultants can guide the interpretation of their message.
Telling the Story: Crafting a compelling narrative makes the message memorable and engaging. Stories can make complex data relatable and persuasive.
Revealing the Intrigue: Maintaining interest through unexpected and intriguing elements keeps the audience engaged and curious.
Offering the Prize: Clearly articulate the benefits and value of the proposed solution, making it desirable.
Nailing the Hookpoint: Capture attention early on and keep reinforcing why the audience should care.
Getting a Decision: Conclude with a clear call to action, making it easy for the client to agree and proceed.
Right to Left Thinking
This transformation will take you from that ignored newbie consultant to an experienced power player, boosting productivity tenfold compared to the client's own team. The secret? Leveraging the power of OKRs (Objectives and Key Results) to set clear, measurable goals for client projects. It's not just about setting objectives; it's about ensuring those objectives align with the client's vision and driving towards them with relentless focus. That is what you are paid to do!
COOL as I.C.E: Innovation, Clarity, and Expertise
This little acronym helps me remain calm, get attention and cut through the crap
Innovation: Drawing from Oren Klaff's insights, understand that innovation captures attention. It's not just about being different; it's about being strategically different. Innovation is your ticket to getting noticed and valued. Klaff’s framework of Setting the Frame and Revealing the Intrigue is pivotal here. By setting the stage and presenting your innovative ideas intriguingly, you captivate your audience from the start.
Clarity: The Pyramid Principle by Barbara Minto teaches us the importance of structuring our communication. Start with the end in mind, support it with arguments, and ground everything in data. This approach not only makes your communication crystal clear but also ensures it resonates at the C-suite level. Clients are not interested in the journey you took to get to the answer. Instead, they care about the logically sound answer that delivers their objectives.
Expertise: Leverage AI to bolster your expertise and 10X your output, but verify any AI suggestions. Remember, expertise is your portable power. It's what allows you to command high fees and gain respect. Oren Klaff's concept of portable power in "Pitch Anything" is crucial here. Expertise, when paired with innovation and clarity, creates a formidable force that clients can’t ignore.
Practical Application
Understanding the psychology of influence is key. Robert Cialdini's principles of persuasion, coupled with Oren Klaff's Power Frames, provide a formidable toolkit. Whether it's the principle of reciprocity, commitment and consistency, or the power of scarcity, knowing how to ethically wield these tools can significantly enhance your influence as a consultant.
Building Trust and Credibility Consultants can use Cialdini’s principles to build trust and credibility. By consistently delivering valuable insights and demonstrating authority in their field, they create a foundation of trust. For example, sharing case studies or client testimonials (social proof) and publishing thought leadership content (authority) can significantly boost credibility.
Crafting Persuasive Pitches Using Klaff’s STRONG method, consultants can structure their pitches to be more compelling. Setting the frame might involve defining the scope of the discussion and highlighting the significance of the issue at hand. Telling a story could involve illustrating the potential impact of their recommendations through real-life examples. By weaving in elements of intrigue and clearly presenting the benefits (offering the prize), consultants can maintain engagement and drive toward a decision.
Addressing Urgent Needs When a decision owner urgently needs consultant results to get their business back on track, leveraging the principle of scarcity becomes even more critical. Consultants can emphasise the time-sensitive nature of their recommendations and the potential risks of delaying action. Highlighting limited-time opportunities or the immediate benefits of implementation can create a sense of urgency, motivating clients to prioritise and act swiftly on the consultant’s recommendations.
Enhancing Client Relationships Building strong relationships is key to gaining influence. Leveraging Cialdini’s principle of liking, consultants should invest time in understanding their clients' needs, preferences, and pain points. By showing genuine interest and empathy, they can build rapport and foster a collaborative environment.
Conclusion
In the realm of business consulting, influence is a vital tool, especially when formal power is absent, and the stakes are high. By applying the principles of persuasion outlined by Robert Cialdini and the strategic pitching techniques of Oren Klaff, consultants can significantly enhance their ability to influence and drive positive outcomes. Understanding and leveraging these psychological insights allow consultants to navigate complex interactions, build strong client relationships, and ultimately achieve their goals.
By mastering the art of influence, even without formal authority, consultants can become indispensable partners in their clients' success, particularly in situations where timely and effective solutions are crucial to getting a business back on track.
This journey is about becoming not just a consultant, but a force of change and a beacon of innovation and clarity. It's about elevating your consulting game to the level where you're not just participating in discussions, but you're leading them. By focusing on COOL ICE—Innovation, Clarity, and Expertise—and arming yourself with the Weapons of Influence, you're setting yourself up for a career that's not just successful, but truly influential and rewarding. Remember, the goal is to not only meet expectations but to redefine them. Good luck!)
Further Reading
Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal (BUSINESS SKILLS AND DEVELOPMENT) Hardcover – 16 Mar. 2011, by Oren Klaff
Influence The Psychology of Persuasion Paperback – 1 Feb 2007 Paperback, by Robert B Cialdini PhD
Pyramid Principle, The: Logic in Writing and Thinking Paperback – 23 Mar. 2021, by Barbara Minto
