Barbara, editing one of my articles said, “I don’t like the word persuasion because it implies negative manipulation. I much prefer influence as a word”.
While I initially disagreed, got me thinking and doing some research as to the differences.
Comes down to intent. Long term strategy vs short term tactics.
Influence is about guiding someone to a decision at their own pace, aligning with their needs, and building trust. It’s subtle and patient, aiming for long-term change. It’s taking a long term, strategic view.
It’s gradual: lead by example, build relationships, and offer help without expecting anything in return. It fosters trust and encourages others to work with you willingly.
Persuasion can be tactical – in the moment. Presenting logical or emotional arguments, timing pitches, and using pressure to drive immediate decisions.
It can feel manipulative.
I’m sure we’ve all been at the receiving end of both approaches.
Having said that there’s a time and place for both.
I work with leaders and salespeople who need to do both influence and persuade.
Influence plays the long game, leading to lasting change by respecting autonomy. It’s bringing people with you. Getting their buy-in.
Persuasion often brings short-term wins but may lack lasting impact since it relies on pressure rather than genuine buy-in. And can lead to buyer’s remorse which can play out in myriad ways.
An obvious one is people returning your product. A more subtle issue is “users” not adopting the solution and sabotaging the initiative.
Effective leaders and salespeople (and all sales is leadership) value influence, focusing on buy-in, collaboration, and aligning goals. In sales, influence makes customers curious about your solution, leading to loyalty. Persuasion might close a deal, but influence builds lasting relationships.
Want to improve your influencing skills? I have a number of programs which will help. Reach out and we’ll discuss the best option for you.
