The SPICE Method: A Recipe for How to Influence People
I'd bet that whatever you do, your role often involves persuading others to adopt your ideas or proposals.
Influencing effectively is tricky, but I read a book that deeply influenced me regarding influencing people (is that a valid sentence?). Kevin Dutton's book on influence, "Flipnosis", is short, snappy and very powerful.
Below, I'll summarise the contents to explain how you can harness the power of the SPICE technique—a practical, easy-to-remember method that focuses on Simplicity, Perceived Self-Interest, Incongruity, Confidence, and Empathy.
SPICE
Simplicity
One of the most crucial aspects of persuading others is presenting your ideas clearly and simply.
Avoid jargon and complex language; opt for simple words and phrases your mark (*cough*) audience can easily understand.
By keeping your message simple, you increase the likelihood of it being remembered and, ultimately, acted upon—the simpler the message or the ask, the easier it is for someone to comply.
So, instead of rambling around a subject, go in with an easy-to-understand message. How often have you watched with a wry smile, firmly in the knowledge that someone is asking you for something, but they dance around the subject and just aren't clear what they want from you?
Apple’s product launches are famous for their simplicity. Steve Jobs was known for delivering presentations with minimal words and visuals. The focus was always on one or two key features, communicated in straightforward terms like “the thinnest laptop ever.” This clarity helped Apple’s message resonate with a wide audience.
Simplicity—keep it simple, stupid (I really apologise for calling you stupid; it's the old K-I-S-S thing, Keep It Simple. You get it.).
Perceived Self-Interest
When trying to persuade
someone to your way of thinking without Jedi mind tricks, it's essential to frame your proposal to highlight the benefits for that person.
Sadly, most people approach things from their perspective and what they might gain from an exchange.
Make it clear how THEY stand to gain from agreeing with you or adopting your idea.
By appealing to their self-interest, you create a compelling argument that will likely win them over.
During supermarket loyalty programmes, companies like Tesco emphasise the personal rewards of collecting points. By showing how shoppers can save money on future purchases, the message taps into their self-interest—shoppers feel they are personally benefiting by using their loyalty card every time they shop. But, let's be honest; that's not why they set up the scheme -they harvest your data - so they can target you with products, build customer loyalty and sell more.
Whatever you're selling—an idea, a proposal, a product—look for ways to make it a win-win situation for everyone.
Incongruity
Consider using a slightly different or unusual message to impact your audience significantly.
Incongruity grabs attention and helps your idea or proposal stand out, making it more memorable and appealing to those you're trying to persuade.
I don't recommend using emojis and wingdings in a business case to grab your line manager's attention, but if you want to change user behaviour, think about how you can dress your message up. Hence, it grabs their attention and sticks.
Remember the ice bucket challenge for ALS (amyotrophic lateral sclerosis)? That was a perfect example of incongruity. The idea of people dumping freezing water on their heads created a surprising and unusual spectacle, which grabbed attention, created curiosity, and went viral, encouraging donations and awareness for the cause.
Confidence
When presenting your ideas or proposals, displaying confidence in yourself and your suggestions is crucial.
By exuding confidence, you encourage your audience to trust and believe in your words.
If people sense you doubt yourself and the concept you are championing, they'll lose confidence. Conversely, people will always believe an idiot so long as they confidently promise things - just look at politicians like D[REDACTED].
Be assertive, maintain eye contact, and use a strong, clear voice to convey your message, which will boost your persuasiveness.
When Elon Musk introduces new technology from Tesla or SpaceX, he projects immense confidence in the product and its vision. Whether he's unveiling a new car or discussing space exploration, his unwavering belief in the success of these projects instils confidence in investors, customers, and the public. Unless he uses a baseball bat on an 'unbreakable' truck window that then cracks in front of the world media, that's just cringe.
Sometimes, there's a fine line between confidence and arrogance, and we want the former, so be careful but confident!
Empathy
Looping back to active listening, take the time to demonstrate compassion and empathy for your audience's concerns, fears, and desires.
By showing that you understand and share their emotions, you build rapport and trust, making it easier to persuade them to see things from your perspective.
A connection helps you better tailor your arguments to your audience's needs, increasing your chances of success.
Doctors who show empathy towards patients—taking time to listen and understand their concerns—are more successful at building trust and influencing patient decisions regarding treatment plans. Patients are more likely to follow medical advice when they feel their doctor truly cares about them. And who doesn't want to be cared about? If you sense someone cares, does that increase or decrease your likelihood of cooperation?
Conclusion
The SPICE method provides a simple and practical framework for becoming a more influential helpdesk manager.
By focusing on Simplicity, Perceived Self-Interest, Incongruity, Confidence, and Empathy, you can communicate your ideas more effectively, persuade others to adopt your proposals, and ultimately achieve greater success in your role.
There's so much on this subject that you can draw from, and I highly recommend reading more in another wonderful book, Influence: The Psychology of Persuasion, by Robert B. Cialdini. This is the bible of influence.
Cialdini's book is full of jaw-dropping conclusions that, even if you don't intend to use, better equip you to protect yourself against sales and marketing tricks designed to reel you in.
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