Persuasion and Influence Chapter 9 Bailey & Burch (2010)

1. Persuasion and InfluenceChapter 9Bailey & Burch (2010) Stefanie Baldovin Caldwell College ABA 574 Fall 2013

2. Sources Bailey, J., & Burch, M. (2010). 25 essential skills & strategies for the professional behavior analyst. New York, NY: Routledge. Harvard Business School Press. (2005) Power, influence and persuasion. Boston: Author Autism Speaks website http://www.autismspeaks.org Behaviorbabewebsite http://www.behaviorbabe.com PricewaterhouseCoopers (PwC) Global entertainment and media outlook: 2013 – 2017 Youtubewebsitehttp://www.youtube.com/watch?v=L5hIR3-jAIs

3. Overview • Influence • Framing • Information • Technical Expertise • Persuasion • Having Credibility • Understanding Your Audience • Make a solid case • Communicate Effectively

4. You Tube Video http://www.youtube.com/watch?v=L5hIR3-jAIs

5. Persuasion and Influence • What do the words persuasion and influence mean to you? • Examples of when someone had to use influence and or persuasion, without coming across as forceful

6. Baily & Burch Definitions “Persuasion is a process for logically presenting your point of view to a group that is responsible for making an important decision”. Bailey & Burch, 2010a, p. 102 “Influence involves changing the attitudes and behavior of other people without using any force or show of power”. Bailey & Burch, 2010a, p.99

7. Persuasion and Influence Why do Behavior analysts need to use influence and persuasion to offer or recommend treatments?

8. Persuasion and Influence Common Misconceptions: • ABA produces robotic behavior; • ABA is harmful/uncomfortable for children; • ABA is antiquated (something from the 70's).

9. More Misconceptions • ABA seems too labor-intensive;

10. Persuasion and Influence Behavior analysts are only data oriented

11. More Misconceptions Behavior analysts are only data oriented

12. Persuasion and Influence Our technical skills and data are not convincing enough to obtain “buy in” from parents, teachers and supervisors

13. Influence • As per Bailey and Burch, “Influence involves a no force approach.” • Television is the most influential advertising medium, despite a saturated audience PricewaterhouseCoopers (PwC) Global entertainment and media outlook: 2013 – 2017

14. Influence • In 2012 Advertisers spent $63.8 billion on TV ads - PricewaterhouseCoopers (PwC) Global entertainment and media outlook: 2013 – 2017 • Autism Speaks video • http://www.youtube.com/watch?v=QNf9cGqjVg8

15. Influence Tactics of Influence • Framing • Information • Technical Expertise

16. Influence Framing - presenting the discussion in a format or context with which you feel comfortable Bailey and Burch example – frustrated parent • The Behavior Analyst can give examples of similar cases where he/she worked on a learned behavior and were able to analyze it and teach a more appropriate behavior Bailey & Burch, 2010a, p.100

17. Influence • Information • Gather and use relevant factual data • Simple Graphic representations • Do not rely on data alone • Develop a rapport that leads to trust

18. Influence • Technical Expertise • Especially needed for specialization • Convince the decision maker that you are uniquely qualified – for example feeding disorders

19. Persuasion “We don’t offer a health-care plan. Instead we have Lou persuade you not to get sick.” The New Yorker

20. Persuasion • Persuasion – 4 Elements • Having Credibility • Understanding Your Audience • Make a solid case • Communicate Effectively

21. Persuasion • Credibility = Trust + Experience • “A good reputation takes 20 years to build and only five minutes to ruin.” Warren Buffet • Honestly ask if you have the credibility to do the job – Examples?

22. Persuasion • Understanding Your Audience • Due Diligence • “The best predictor of future behavior is past behavior.” • Know who makes the decisions • Hidden agendas • “Pick your brain” Bailey & Burch, 2010a, p.104

23. Persuasion - Make a solid case • Build a case that is logical, and appeals to decision makers • Plan to have the “meeting before the presentation or meeting.”

24. Persuasion - Make a solid case • Lessons learned from the Greeks • Start with a compelling story • Use visuals to get to the heart of your idea • Present factual evidence with simple graphics • Anticipate objections, prepare responses • End with a clear statement of what you want

25. Persuasion - Make a solid case • Include rhetorical questions in your presentation • Use voice tone and volume to emphasize key points

26. Persuasion • Communicate Effectively • Begin with a relevant story – attention getting hook • Emphasize future improvements • Do not be solely driven by data

27. In Closing • As behavior analysts we are natural advocates but need to be mindful of our language when presenting information or proposals outside the behavior analyst circle • Learning to influence people without coming across as coercive can be learned with practice (Bailey & Burch, 2010)

28. In Closing • Positive advocacy news Florida Agency for Health Care Administration (AHCA) - A court ruling in Florida with national impact. Most states mandate that private insurance companies must cover ABA, most Medicaid programs do not provide coverage. http://www.autismspeaks.org/advocacy/advocacy-news/order-directing-florida-medicaid-cover-aba-upheld-appeal (Bailey & Burch, 2010)

29. Questions

30. Additional Reading

31. References Bailey, J., & Burch, M. (2010a). 25 essential skills & strategies for the professional behavior analyst. New York, NY: Routledge. Harvard Business School Press. (2005) Power, influence and persuasion. Boston: Author Autism Speaks website http://www.autismspeaks.org Behaviorbabe website http://www.behaviorbabe.com PricewaterhouseCoopers (PwC) Global entertainment and media outlook: 2013 – 2017 Youtubewebsitehttp://www.youtube.com/watch?v=L5hIR3-jAIsHarvard