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Persuasion and Influence - Competency

Definition: Persuasion and Influence is the ability to strategically inspire action, shape perspectives, and drive alignment by communicating compelling messages rooted in vision, expertise, and integrity. It involves influencing attitudes and behaviors through deep audience understanding, emotional connection, and fact-based arguments while adapting communication styles and negotiation tactics to shifting dynamics. Strong persuasion and influence foster trust, broaden thinking, and build coalitions that support innovative change and long-term organizational goals.
Leadership Skills
Leadership
Management
Establishing Focus/Direction
Managing Performance
Supervisory Skills
Persuasion and Influence
Project Management
Delegation
Performance
360-Feedback Assessments Measuring Persuasion and Influence:
Survey 1 (4-point scale; Competency Comments)
Survey 2 (4-point scale; Competency Comments)
Survey 3 (5-point scale; Competency Comments)
Survey 4 (5-point scale; radio buttons)
Survey 5 (4-point scale; words)
Survey 6 (4-point scale; words)
Survey 7 (5-point scale; competency comments; N/A)
Survey 8 (3-point scale; Agree/Disagree words; N/A)
Survey 9 (3-point scale; Strength/Development; N/A)
Survey 10 (Comment boxes only)
Survey 11 (Single rating per competency)
Survey 12 (Slide-bar scale)
Survey 13 (4-point scale; numbers; floating anchors)
Survey 14 (4-point scale; N/A)
Self-Comments: Do you have to complete a self-assessment or performance appraisal? If so, the
self-comments here may help.
Performance Assessments that include Persuasion and Influence:
Assessment 1 (5-point scale; IDP Comments)
Assessment 2 (3-point scale with Comments)
Assessment 3 (Manager Assessment; 360-Feedback)
Assessment 4 (3-point scale; Rating Limits)
Assessment 5 (3-point scale; Rating Limits)
Assessment 6 (5-point scale with Comments)
Assessment 7 (Comment Boxes Only; IDP)
Assessment 8 (Comment Boxes Only)
Assessment 9 (3-point scale with Letter Grade)
Assessment 10 (360-Feedback; Bonus/Merit Pay)
Assessment 11 (Core Values & Job Competencies)
Assessment 12 (4-point scale; 6 Comment Boxes)
What is Persuasion and Influence?
Persuasion and Influence in a manager is the strategic capacity to guide, inspire, and align others through compelling communication rooted in insight, credibility, and vision. Effective managers anticipate challenges and trends, crafting messages that connect with employee values and aspirations while creating emotional resonance and intellectual clarity. They engage others not by force or authority alone, but by adapting their influence strategies to audience needs, using evidence-backed arguments, and sharing meaningful insights that shift mindsets and foster commitment. Whether navigating change, negotiating priorities, or advocating for long-term goals, these managers build coalitions, elevate perspectives, and lead with conviction in a way that encourages thoughtful action and sustained engagement.

As change agents, managers who excel in persuasion and influence create environments where people feel heard, understood, and motivated to grow. They recognize the power of interpersonal rapport, consensus-building, and ethical leadership, framing proposals around shared benefits while upholding integrity and professionalism. Their influence is not situational (it's strategic and principled) anchored in deep situational awareness, audience understanding, and a clear sense of purpose. This competency allows managers to unify diverse viewpoints, promote innovative solutions, and drive impactful results, ultimately shaping a culture where transformational ideas take root and progress accelerates with clarity and trust.
Why are Persuasion and Influence Skills important?
Persuasion and Influence are critical to organizational success because they enable leaders and employees to gain buy-in, drive strategic initiatives, and foster alignment across diverse stakeholders. By communicating a compelling vision grounded in insight, credibility, and emotional resonance, individuals can rally teams around shared goals and inspire action—even in the face of resistance or uncertainty. These skills help organizations navigate change, negotiate complex decisions, and build strong relationships internally and externally, ultimately enhancing trust, agility, and long-term impact.

In rapidly evolving markets, persuasion and influence empower organizations to present innovative ideas persuasively, earn support for transformation efforts, and unify efforts across departments or functions. Effective influencers adapt to their audience, use data and empathy to deepen understanding, and ensure voices are heard while maintaining strategic focus. This creates a culture of constructive dialogue, confident leadership, and meaningful engagement that strengthens both performance and resilience.
How can I improve my Persuasion and Influence skills?
  • Know Your Audience Deeply: Understanding the audience's values, motivations, and concerns allows managers to tailor their message in ways that resonate and build trust. This includes listening actively, observing team dynamics, and crafting communication that aligns with both individual and organizational priorities.
  • Communicate with Clarity and Confidence: Managers should use storytelling, relatable examples, and solid evidence to articulate ideas that are both inspiring and understandable. Confidence paired with authenticity helps establish credibility and invites others to engage with conviction rather than compliance.
  • Practice Situational Awareness: Adapting your influence strategy based on cultural, organizational, and emotional cues makes messages more effective and avoids missteps. By recognizing the right time, tone, and approach, managers can adjust delivery styles to match the moment and the stakeholders involved.
  • Engage in Thoughtful Planning: Strategic communication isn't spontaneous—it’s sequenced, intentional, and often coordinated with others to amplify the message. Managers can shape stronger influence by crafting clear messaging arcs, timing their delivery for maximum receptivity, and reinforcing it through trusted voices.
  • Lead with Integrity and Expertise: Influence grounded in ethical conviction and subject matter knowledge earns respect and sustains long-term buy-in. Managers who consistently model professionalism and openness build reputational authority that makes others more receptive to their ideas and leadership.
  • Create Space for Reflection and Ownership: Influence deepens when people discover insights themselves. Managers can guide conversations by asking probing questions, inviting input, and encouraging others to connect the dots—leading to internal motivation and sustainable commitment to change.
How is Persuasion and Influence a core competency of managers?
Persuasion and Influence is a core competency of managers because it empowers them to inspire action, shape strategic alignment, and guide others through change with clarity and credibility. Managers skilled in this area translate complex goals into compelling narratives, leveraging insight, emotional connection, and evidence-based reasoning to rally their teams. They cultivate trust through consistent integrity and communicate with adaptability—adjusting their approach to different audiences, dynamics, and challenges.

This competency also enables managers to build coalitions, foster collaboration across diverse perspectives, and negotiate effectively, turning potential resistance into productive dialogue. Whether advocating for a new initiative, navigating uncertainty, or reinforcing shared values, persuasive leaders broaden thinking and activate momentum. Ultimately, persuasion and influence help managers move ideas from intention to execution, creating a culture of engagement, resilience, and strategic impact.
Examples for describing and communicating an image of the problem to help employees better understand the issue.
Painting a vivid mental picture can be a powerful way to align teams and move people to action. Here are a few examples where a manager might use that kind of visualization to great effect:
  • Describing a Customer's Experience
    If customer satisfaction is slipping. Rather than citing data alone, a manager might say: "Imagine you just ordered a product online. You're excited, but the box arrives late, the packaging is damaged, and no one responds to your email. Now, think about how that would color your impression of the company."
    This mental image helps employees connect emotionally with the stakes behind their daily tasks and why quality and responsiveness matter.
  • Visualizing the Impact of Inefficiency
    If addressing workflow bottlenecks, a manager might describe the process like this: "Picture a highway during rush hour. Everyone's trying to get home, but there's one lane open and traffic is at a standstill. That's what our current approval system feels like to our team."
    This metaphor allows employees to grasp the frustration and urgency in a relatable way.
  • Framing a Vision of Success
    Instead of just setting performance targets, a manager might say: "Imagine walking into our office a year from now. There's energy in the room, our team is known across the company for excellence, and new clients are lining up to work with us because of what we've built together."
    This kind of storytelling creates excitement and a shared vision for the future.

The beauty of this approach is it taps into imagination, not just intellect - making the message stick.
Examples for reframing the issue to persuade employees to do things differently.
Changing how people process inputs is all about shifting perspective - helping them reframe the issue in a new way so it leads to different decisions or actions. Here are a few examples of how a manager might pull that off:
  • Reframing Metrics to Drive Behavior
    Instead of emphasizing raw sales numbers, a manager might say, "Let's look at the number of customer referrals you generate, not just your total revenue. That tells us you're not only closing deals - but leaving people so thrilled they're spreading the word."
    This shift changes how employees value customer relationships and influences them to focus more on long-term satisfaction.
  • Redirecting Attention Toward Opportunity, Not Threat
    When rolling out a change, a manager could frame it like: "This isn't about what we might lose - it's about what we stand to gain. Picture yourself gaining new skills that give you more control over your career."
    This moves the input from fear-based thinking to growth-oriented thinking, sparking more engagement.
  • Changing What "Success" Looks Like
    Suppose a team is stuck chasing perfection and missing deadlines. The manager might say: "Imagine a prototype you can deliver by Friday - not perfect, but functional. Getting early feedback will make our final version far stronger."
    This subtle shift in how they evaluate output nudges the team to act quicker and embrace iteration.

In each case, the manager is reshaping how employees interpret the situation - without issuing a direct command. It's influence through a cognitive lens.
How are Persuasion and Influence important in business?
Persuasion and Influence are essential in business because they enable the alignment of employees, foster collaboration, and are a catalyst for change across diverse teams, clients, and stakeholders. Leaders and employees who possess these skills can effectively communicate a compelling vision, address resistance, and build trust -- ensuring that initiatives gain traction and support. Whether negotiating deals, launching new strategies, or rallying a team around shared goals, the ability to influence with integrity and clarity creates momentum and facilitates execution.

Moreover, these skills enable businesses to respond to market shifts with agility, gain buy-in for innovation, and cultivate environments where ideas are shared, debated, and refined. Managers who understand their audience, communicate with empathy and confidence, and adapt their approach strategically tend to mobilize people, shape outcomes, and achieve long-term impact. In today's fast-paced landscape, persuasion and influence aren't just soft skills -- they're strategic assets that turn potential into performance.
What questions could be included on a 360-degree survey that measure persuasion and influence?
The questionnaire items below will measure persuasion and influence. These questions are grouped into different facets of this competency. When creating a 360-degree or other performance assessment, try to select one or two items from each group.

Questions to include on your survey.



Change Agent
Change Agent behavior reflects the ability to influence others to rethink beliefs, adopt new behaviors, or engage in transformative actions - particularly when facing resistance. This form of adaptability relies on persuasive strength and emotional intelligence to move people from reluctance toward buy-in, often around challenging, unfamiliar, or even unpopular initiatives. Whether it's shifting team mindsets, reframing hesitation into opportunity, or catalyzing commitment to a new way of working, a Change Agent brings people along by actively altering how they think, feel, or act about change.


Visionary
Visionary behavior centers on painting a compelling, future-oriented narrative that mobilizes others through purpose, inspiration, and alignment. This dimension of influence focuses on anticipating what's next - be it trends, challenges, or opportunities - and translating that foresight into vivid, energizing language that helps others see their place within a larger mission. Visionaries use metaphors, storytelling, and forward-thinking strategy to turn abstract ideas into shared direction, consistently reinforcing momentum toward bold, collective outcomes. Their persuasion lies in crafting a future worth striving for and connecting individuals emotionally and practically to that future.


Insight Sharing
Insight Sharing persuades through resonance rather than redirection. This behavior centers on using personal stories, lived experiences, or emotionally compelling narratives to help others better understand an issue, build trust, or visualize a successful path forward. Rather than confronting resistance directly, Insight Sharing illuminates perspectives and fosters connection - encouraging reflection, alignment, and confidence. It's about inspiration through clarity and emotional relevance, creating the "aha!" that often precedes meaningful action.


Expand Perspectives
Expand Perspectives, by contrast, focuses on broadening thinking in the present - helping individuals see challenges or decisions from new angles. It's about introducing alternative viewpoints, experiences, or data to encourage reflection, questioning, and cognitive stretch. Rather than offering a singular path forward, this behavior facilitates exploration and thoughtful reconsideration, aiming to shift mindsets through exposure and dialogue. The influence comes not from rallying around a singular vision, but from creating space for discovery and personal insight that reshapes how others think, learn, and ultimately act.


Strategic
Strategic behavior in the Persuasion and Influence dimension is about aligning influence efforts with broader objectives, future trends, and systemic leverage points. It focuses on anticipating dynamics, shaping long-term narratives, and adapting approaches to ensure that influence is not just situational, but purposefully directed toward enduring organizational goals. This includes tailoring messages by stakeholder, optimizing tactics to overcome resistance, and connecting individual action to high-level strategy - ensuring every persuasive effort moves the bigger picture forward.


Expertise
Expertise relies on knowledge as the core persuasive asset. It's about demonstrating a deep command of a subject and using that mastery to educate, guide, and influence others. The strength of influence here flows from the ability to explain complex ideas clearly, apply data effectively, and offer grounded, insightful recommendations. A person demonstrating expertise often shapes decisions by consistently adding value through substance - becoming the trusted advisor who mentors, equips, and persuades through capability.


Argument and Debate
Argument and Debate focuses on clarifying ideas, challenging assumptions, and influencing thinking through structured reasoning. It emphasizes logic, evidence, and empathetic engagement to explore opposing viewpoints, resolve misunderstandings, and co-create stronger outcomes. This behavior thrives in settings where the goal is understanding, persuasion, or resolution through intellectual clarity and respectful challenge. It’s about constructing thoughtful positions, engaging in constructive friction, and reframing disagreement as an opportunity for growth and mutual insight.


Negotiates
Negotiates emphasizes collaborative problem-solving aimed at reaching agreement and shared outcomes. It involves navigating competing interests, balancing assertiveness with flexibility, and adapting strategies based on stakeholder dynamics. Whereas Argument and Debate seeks to shape beliefs or clarify truths, Negotiates seeks to align goals and build consensus - often with a tactical awareness of power, leverage, and long-term relationship outcomes. Success in negotiation hinges on strategic empathy, stakeholder management, and a readiness to creatively bridge gaps in interest or expectation.


Planning
Planning emphasizes the tactical orchestration of influence—how, when, and through whom a message or proposal is delivered. It involves sequencing communication, gathering input to reduce friction, preparing visuals or metaphors to enhance clarity, and coordinating trusted allies to reinforce key messages. While strategic influence paints the "why" and "where," planning ensures the “how” is executed with precision. It's about building persuasion brick by brick so that each moment of influence is deliberate, audience-specific, and grounded in readiness.


Convictions
Convictions reflects a leader's values-driven resolve -- the willingness to uphold personal and organizational principles even when facing resistance, unpopularity, or pressure to conform. It is a powerful influence trait rooted in moral clarity and long-term purpose, where decisions and actions are guided by deeply held beliefs rather than expedience. A person strong in Convictions persuades by embodying ethical consistency, inspiring others to align with a purpose greater than immediate outcomes. Their impact comes from being steadfast, principled, and unafraid to challenge the status quo in service of integrity.


Authoritative
Authoritative draws its persuasive power from presence, credibility, and perceived stature. Rather than leaning heavily on technical mastery, it's more about commanding respect, often through a strong reputation, confident demeanor, or organizational standing. This style influences by projecting confidence and decisiveness, often establishing direction through gravitas. Authority persuades because others believe in the individual’s leadership, character, and ability to steer the way forward—even when expertise may be implicit or broad rather than deep.


Influential
Influential behavior reflects an individual's ability to shape outcomes through presence, charisma, and goal-oriented momentum. It's about mobilizing others to act; often decisively; by leveraging confidence, credibility, and sometimes positional authority. The emphasis is on effectiveness: getting others to align with a direction, complete goals, or raise performance standards, even when the internal commitment may not be deeply emotional or reflective. This form of influence can be powerful, especially when coupled with credibility and clarity, but it may sometimes operate more at the behavioral level -- moving people to act, comply, or perform.


Persuasive
Persuasive emphasizes engaging others in a way that leads to genuine belief shift and emotional alignment with the message. It involves active listening, reframing arguments around shared interests, and using narrative, empathy, and logic to spark internal motivation. Where influence might move someone to act, persuasion aims to move them to care. A persuasive person doesn't just generate compliance -- they cultivate conviction. It's a slower burn, but often more enduring, because it connects action to shared meaning and voluntary buy-in.


Strong Character
Strong Character emphasizes integrity in action and presence, grounded in humility, self-awareness, and emotional steadiness. This trait is about how a leader shows up -- modeling accountability, professionalism, and respect under pressure. Where Convictions influence by anchoring to beliefs, Strong Character influences by setting an example that earns trust. It persuades not by argument, but by embodiment: doing what's right, even in discomfort; standing tall with quiet strength; and maintaining dignity while inviting others to do the same. It’s less about defending values than living them visibly and consistently.


Fact Oriented
Fact Oriented persuasion is rooted in evidence and logical rigor. It prioritizes the use of verified data, measurable outcomes, and clearly supported arguments to earn credibility and influence others. This behavior excels in environments where objectivity, transparency, and analytical clarity are paramount. It often helps build trust by showing consistency, staying grounded in facts during emotional or high-stakes conversations, and presenting multiple perspectives before landing on a conclusion. Ultimately, it persuades by making complexity concrete -- bridging understanding through specificity and proof.


Consensus
Consensus behavior centers on facilitating group alignment through inclusive, outcome-focused engagement. It emphasizes bringing diverse stakeholders into the decision-making process, gaining participation, and actively forging agreement around shared goals. The influence here flows from collaboration and structured coalition-building -- persuading others by helping them feel heard, respected, and part of the solution. It's more strategic than relational: achieving agreement to move forward, often in the face of conflicting interests.


Communication
Communication emphasizes how a message is crafted and delivered to achieve clarity, impact, and influence. It focuses on the sender's ability to shape content -- whether through written reports, spoken presentations, or interpersonal dialogue -- in ways that resonate, inform, or persuade. This behavior involves selecting the right words, tone, structure, and delivery method to express ideas effectively. It reflects skill in articulating a point of view and actively listening to others to refine understanding and response.


Interpersonal
Interpersonal is rooted in the quality of relationships and personal credibility. This behavior focuses on trust-building, rapport, and emotional intelligence to influence through connection rather than consensus. It’s about creating the kind of relational capital that makes others more receptive -- whether in a client conversation, an internal persuasion moment, or a longer-term cultural shift. Influence emerges from likability, consistency, and emotional resonance, not just alignment.


Situational Awareness
Situational Awareness is about navigating the human, relational, and contextual dynamics surrounding a persuasive moment. It emphasizes strategic timing, political savvy, reading emotional cues, and selecting influence tactics that resonate with a particular audience or moment. This dimension is less about the content of the message and more about the conditions under which the message is delivered. It ensures the "what" lands well by mastering the "when," "how," and "with whom," enabling greater adaptability without diluting intention.


Awareness of the Customer/Audience
Awareness of the Customer/Audience emphasizes how well the communicator understands the needs, mindset, and context of the receiver. It's about analyzing who the audience is, what motivates them, and how messages will be interpreted -- then tailoring the approach accordingly. This behavior reflects empathy and insight into stakeholder dynamics, recognizing that influence stems as much from relevance and resonance as from message design.
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