Coach's Casebook

Leadership, Persuasion and 7 Human Drivers

Leadership, Persuasion and 7 Human Drivers

As a leader, you will need to be able to motivate your team.  This requires you to both understand the individuals in that team and the factors that will influence them. You need to be able to persuade and influence.

Persuasion is most effective when the person you want to persuade is pulling in the same direction.

That means recognising the main psychological drives that motivate people and helping them fulfil those drives.

The main drives are:

1. Physiological needs – these include hunger, thirst, warmth, physical security and so on.  Although these factors are physical, they have a significant psychological impact if they are not met. How well do you concentrate when you are hungry?

2. Sexual gratification – this is another basic physiological driver with a psychological impact.  That is why sex is used to sell!

3. Control – a recognition in yourself and others that you have a level of authority and control, or that you don’t want to be in control.

4. Belonging – the need to be accepted for who you are and to be considered as part of the group. Isolation from the group is often used for punishment (prison) or to penalize (ostracised).

5. Competitiveness – the need to compete and win. Some people will take any opportunity to compete such as those addicted to gambling. A special case of this is the ‘Polarity Responder’ who will automatically oppose your suggestion in the need to win.

6. Self-esteem – the desire to feel good about yourself. This is key factor in a person’ s ego and it is easier to persuade a person who feels good about themselves (perhaps because of what you have said).

7. Status – separate to self esteem, this is the need to be recognised by others. To have others-esteem and have others hold you in high regard.

By identifying one or more of these drives in your team members, you will be able to craft your approach to ensure maximum persuasion.

These factors also reflect the mind set of your customer or client, so ensure that you phrase your language to guide them towards agreeing with you.

A great book to read on influence and persuasion is Influence: Science and Practice by Dr Robert Cialdini.

Dare to Aspire

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