BY Russell Wardrop

DATE: 01 MAR 2013


Much of my time is spent teaching influence and persuasion. Over the past few weeks I've been in front of academics, managing consultants and the more traditional professionals.

We look at six factors of influence: Likeability, reciprocity, social proof, consistency & commitment, authority and scarcity. A session going through them all and getting people to reflect how they use them is always terrific, not least because they are always different.

I'm on holiday this week, in a posh hotel where they will do things for you at breakfast you would not believe. (Who has fizz with their french toast?) And in the spa? Well, you have no idea, according to The Snip.

The other night we walked across the car park to a pizza place, fed up with fancy food and all that jazz. (Who likes jazz with their dinner? Who likes jazz?) Simple pasta, great Neapolitan pizza, stonking coffee. We will be going back before we go home.

And the reason we will sit ourselves down amongst the football memorabilia and red gingham rather than go back to the other places we've been? Likeability!

They were all as nice as nine pence from the moment we arrived until we left. They smiled, attended, answered questions and were generally great people to be around.

In workshops I often get the impression delegates want "Likeability" out of the way so we can get on to the more important levers: the ones that really matter and get you somewhere.

Jeez, that's a big mistake. If you don't "get" Likeability, think about the calzone pizza... You'll be stuffed!


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about the author

Russell Wardrop is our Chief Executive. If you would like to know more about this subject, drop him an email and we will be in touch.

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