BMA eBook - Manual / Resource - Page 94
Feser / When Execution Isn’t Enough / 6
To make a case using rational persuasion, leaders rely on having the knowledge or
expertise to present facts analytically or they provide charts, graphs, data, statistics,
photographs, or other forms of proof.
Typical statements by a leader using rational persuasion tactics are:
“The company’s transformation is necessary to achieve growth, to reduce costs,
and to beat the competition.”
“Given the data available, the most logical approach is. . . .”
“I want you to take action. The facts suggest three reasons for moving ahead. . . .”
The logic in rational persuasion is the leader’s logic. While the leader adds supporting
arguments, rational persuasion is still an approach to influence that—like hard tactics—is
articulated top down from the leader’s perspective, and not from the ground up.
SOCIALIZING
With socializing, leaders start to take an interest in those they are trying to lead.
Socializing uses praise and flattery before or during an attempt to get others to carry out a
request or support a proposal.11 Socializing means establishing a basis for asking,
behaving in a warm and cordial manner to influence others to act, being friendly,
disclosing personal information, or building a relationship.
It includes building rapport by identifying commonalities, and matching behaviors or
conversational pacing. Socializing is based on the principle of liking, which says people
are more easily persuaded by those they like.12
Typical statements by a leader using socializing tactics are:
“I am very impressed by what you have achieved. That really shows lots of
commitment and dedication. It would be great if you could. . . .”
“I see the problem exactly the same way. . . .”
“I also have two kids. . . .”
Academic papers sometimes refer to socializing as “ingratiation.”
PERSONAL APPEALS
Personal appeals are more focused on other people, as they assume some form of
relationship and trust between a leader and those being influenced.
With personal appeals the leader asks others to carry out a request or support a
proposal out of friendship, or asks for a personal favor before saying what it is.13 Making
a personal appeal means asking based on friendship, loyalty, trust, or a past relationship.
Leaders using personal appeals might tell staffers they are counting on their support.
