Influence others by understanding their style
Influence others by understanding their style
Use their fears to motivate them for change
Case managers have never had a stronger need to influence others. Learning how to persuade others may be the key that unlocks extra resources for your case management program, earns out-of-plan benefits for your patients, helps you change the behavior of physicians, or even catches the attention of state and federal legislators considering changes in health policy.
The trick is to speak to the individuals you must influence in a language they understand. "You influence people by knowing their greatest fear. In times of change, there is a loss of knowledge. People don’t understand what is the new law of the land," says Nicole Schapiro, MA, president of Nicole Schapiro & Associates, an organizational training and consulting firm in Sausalito, CA. (For more suggestions on how to persuade others, see cover story.)
Types of change styles
Most individuals you encounter fall into one of three change style categories, she notes. If you can quickly identify an individual’s change style, you can better understand which arguments will influence them, and you have a better chance of winning them over, she told case managers during her keynote address at the 10th annual meeting of the Case Management Society of America held recently in Tampa. Those three styles are:
1. Datacrats. "The datacrat wants historical data," says Schapiro. "They don’t want to see your face. They want lots of numbers and they want everything in writing." The best way to approach a datacrat is by e-mail or fax, she adds. "They are plan- ners. Having a plan and knowing how something is going to happen makes them feel respected, safe, and gives the datacrat a sense of control."
You can identify the datacrat easily, says Schapiro. "They don’t smile. They carry lots of pens. They are never far from their laptop computers. They also procrastinate because they can’t make decisions." In addition, she notes that datacrats hate the telephone and won’t return your telephone calls. "Don’t waste your energy trying to call them. E-mail them instead."
To influence a datacrat, you have to understand that the datacrat’s biggest fear regarding change is the loss of knowledge and control. "Help them develop a new plan and they will regain a sense of control. Tell them the how’ of the new way of doing things."
The datacrat’s biggest desire is to never make a mistake and, if possible, never make a change, says Schapiro. "When you talk to them, assure them that although it is true that these three forms have changed, there are also 33 other forms that have remained the same. The datacrat will hold on the longest to the old ways of doing things."
Datacrats take many detailed notes during meetings. "Watch the datacrat during your meeting with him. When he stops taking notes, stop and summarize. If you don’t, you will lose him," she says.
2. Steamrollers. The "steamroller" personality is very different from the datacrat, Schapiro explains. The datacrat needs details, while the steamroller looks for the end result. The steamroller doesn’t want to be bothered with details at all. "They don’t want the how.’ The steamroller needs the what.’"
Steamrollers don’t want you to waste their time, she says. "If you send them written materials, they will lose them. Bring extra copies of any written materials you’ve sent ahead to your meeting with a steamroller. That will show him that you are a person who anticipates and looks forward."
When you are trying to influence a steamroller, focus on their strengths and explain how you can save time for them, she suggests. "Tell them you only need 7½ minutes of their time. They love uneven numbers because uneven numbers sound strategic."
Tell steamrollers you will handle all of the details, she adds, and don’t give historical data unless they ask for it. Start with the word "what" and avoid the words "how" and "why." Leading with the word what’ reassures the steamroller that you are going to get to the bottom line. "That makes him feel safe," explains Schapiro.
If you want to make a steamroller feel secure, approach him with a phrase such as "I just need four pieces of information from you and then I’m out of here," she suggests. "The steamroller’s desire is to get things done and done quickly. They will respect someone who can get things organized and resolved, because steamrollers bring change and appreciate others who can as well."
3. Butterflies. The "butterfly" personality is intuitive and creative when dealing with change, says Schapiro. "This is the person that shows up wearing interesting pins and scarves. Their biggest fear is that they will end up alone and ignored. You must give the butterfly public compliments and always use high energy when dealing with this type of person."
Butterflies look at life as being either fun or boring, says Schapiro. "When you work with a butterfly, use phrases like, Can you imagine when? Can you see the future?’ If you give the butterfly a memo or form before your meeting, they will have lost it. In addition, they will be very dramatic when they tell you how they lost it. They will be late to the meeting, but as long as there is food provided, they will be happy," she jokes.
The butterfly often will be in denial and crave a great deal of attention. "The butterfly’s biggest fears are that life will be boring or that they won’t get enough attention. The best way to persuade a butterfly is to allow them to be creative and give them the attention they crave."
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