7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 1/36
!"#$%&"'& )&$$*"+ , -./,.01
2&"3*'45 6"789:7 9%; ;<&3& #9$$9=*"+ 9" >=*;;&3?
@A$$&35 ! #9$$9= 79% 9" >=*;;&3B
2&"3*'45 C99:B ! +%&DD A 8&;;&3 E%&D;*9" =9%$: 8&F <AG& 79% 3&A: =<A; !HG& 8&&"I9D;*"+?
@A$$&35 J%IF 7%IF ! <AG&B
2&"3*'45 K<A; :9 79% ;<*"4?
@A$$&35 L7 #*3D; *:&A =AD ;<A; *;HD A I3&$*M*"A37 'AMIA*+" #93 79%3 K<*;& LA+*'
;<*"+ 93 =<A;&G&3 *; *D 79%H3& 'A$$*"+ *;B
2&"3*'45 K<*;& )*:& 9# N&3D%AD*9"B !;HD "9; ..
@A$$&35 O*+<;F &PA';$7B
2&"3*'45 LA+*' *" ;<& D&"D& ;<A;F =9=F 'A" =& &G&3 M9G& M9%";A*"D *# =& $&A3"
<9= ;9 ;<*"4 3*+<; A": :9 3*+<;B )9F 7&A<B ! M&A"F 7&A<F 8%; *;HD D;%##
;<A; ! A8D9$%;&$7 <AG&F D9 !HM Q%D; <AG*"+ A 8A$$ I9D;*"+ A=A7B ! I398A8$7
I9D; ;9 M%'< 8%; !HM <AG*"+ A 8A$$B
@A$$&35 ! &"Q97 3&A:*"+ *;B
2&"3*'45 C3&A;B !HM +&;;*"+ <%+& #&&:8A'4B !HM +&;;*"+ M93& :*3&'; M&DDA+&D
;<A" ! 'A" D<A4& A D;*'4 A;B !;HD AMAR*"+B >9%'<*"+ A "&3G& 9%; ;<&3&D9M&=<&3& ! ;<*"4B
L7 3&.>=&&;D A3& 8&'9M*"+ .. !HM '$*M8*"+ ;<& $A::&3 E%*'4$7 9# I&9I$& .
. 9# ;<& M9D; 3&A: I&9I$& 9" >=*;;&3B !;HD I3&;;7 AMAR*"+B !; MA4&D M&
<AII7B S9"+ =A7D ;9 +9F 8%; D;*$$B T9= *# ! '9%$: Q%D; &E%A$ C%7
2A=ADA4*B
6$$ 3*+<;F A"789:7 &$D& 9"$*"& ;<A; ! <AG&"H; DA*: <* ;9 7&;?
N&;&35 N&;&3 <&3& *" @9""&';*'%;B
2&"3*'45 U&7F N&;&3F <9= A3& 79%?
N&;&35 C99:F <9= 79% :9*"+?
2&"3*'45 O&A$$7 +99: ;<A"4DB 6$$ 3*+<;F !HM +$A: =&H3& A$$ <&3& ;9+&;<&3 ;9"*+<;
A": ;<*D *D 9%3 $AD; 'A$$ =<*'< DA::&"D M&B !HG& 3&A$$7 &"Q97&: ;<*D
I39+3AMB !; =AD D9M&;<*"+F $*4& ! DA*:F ;<A; !H: 3&A$$7 I%; 9## :9*"+ #93 A
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 2/36
$9"+ ;*M& A": =9=F ! Q%D; .. ! #&&$ $*4& ! <AG& .. $*4& D9M&;<*"+ .. $*4& !HG&
'9MI$&;&: D9M&;<*"+B ! =AD $994*"+ A; ;<& N&3D%AD*9" VA';93 A+A*" A":
3&A$*R*"+ ;<A; ;<*D *D $*4& ;<& I&3#&'; #39"; &": ;9 ;<A; I39+3AMF ! Q%D;
"&G&3 .. ! Q%D; A$=A7D ;<9%+<; I&9I$& =&3& '9M*"+ ;9 M& #93 A:GA"'&:
MA;&3*A$ A": D9 ! "&G&3 ;<9%+<; ;9 :9 D9M&;<*"+ $*4& ;<*DB )9 !HM 3&A$$7
+$A: ! :*:B ><*D <AD ;%3"&: 9%; ;9 8& A =9":&3#%$ &PI&3*&"'& #93 M&B
S&;HD Q%MI *" ;9:A7 .. A": 87 ;<& =A7F ;<A"4 79% #93 A$$ 9# 79% ;<A; <AG&
'9";3*8%;&: A": IA3;*'*IA;&:B ><*D <AD Q%D; 8&&" 3&A$$7 =9":&3#%$B !H$$
;A$4 A $*;;$& M93& A89%; ;<A; A $*;;$& 8*; $A;&3 ;9:A7B S&;HD Q%MI *";9 ;<&
I9D;&: MA;&3*A$D A": ;<& #*3D; 9"& ;<A; ! D&& =9%$: 8&F ! ;<*"4F #39M
);&G&" >%3"&3F A": <& =3*;&D5 2&"3*'4F "9= ;<A; =& A3& '9M*"+ ;9 A
'$9D& =*;< ;<& $AD; 'A$$ A": +*G&" ;<A; ;<*D '9%3D& <AD 8&&" A89%;
*"#$%&"'& A": D&$$*"+F ! =AD =9":&3*"+ *# 79% <A: A"7
3&'9MM&":A;*9"D 93 3&#&3&"'&D ;9 3&D9%3'&D A": I&9I$& =<9 ;&A'<
MA34&;*"+B K<9 *D ;<& 2&"3*'4 @$&G&$A": 9# ;<& MA34&;*"+ =93$:? WG&"
;<9%+< ! <AG& "9; DI94&" M%'< 9" ;<& 'A$$F *; 3&A$$7 <AD 8&&" $*4&
:3*"4*"+ #39M A #*3& <9D& #93 M&B ! <AG& $*D;&"&: ;9 ;<& 'A$$D M%$;*I$&
;*M&D A": !HM I9%3*"+ 9G&3 ;<& ;3A"D'3*I;D A": <AG& +9;;&" A
;3&M&":9%D AM9%"; 9%; 9# ;<& '9%3D&B ><*D ;3A*"*"+ *D 9"& 9# ;<& 8&D;
!HG& &G&3 ;A4&"B ><A"4DB C3&A;B
K93:D .. ;<&7 A3& =<7 ! :9 =<A; ! :9 *D &PA';$7 =<A; 79%HG& =3*;;&"F D9
!HM ;<3*$$&: ;9 <&A3 *; A": 79% 'A" "&G&3 <&A3 ;<A; 4*": 9# ;<*"+ &"9%+<B
! 8&$*&G& #%$$7 ;<A; *# =&H3& +3A;&#%$ #93 &G&37;<*"+ ;<A; =& <AG& A":
&G&37;<*"+ ;<A; =& 3&'&*G&F =&H$$ +&; A =<9$& $9; M93&B 6": ! MA4& *; A
I9*"; ;9 8& +3A;&#%$ &G&37 :A7 A$$ ;<& ;*M& A": 7&; =<&" ! <&A3 *;F *;HD
$*4& ! <&A3 *; A+A*" #93 ;<& #*3D; ;*M&B )9 ! 3&A$$7 AII3&'*A;& *;B
6": ! '<%'4$&: A; ;<& #*3D; 9# ;<*D 8&'A%D& *; 3&M*":D M& 9# A I9$*;*'*A"
DI&A4*"+F =&$$F $*4&F ;<A;HD A 3&A$$7 +3&A; E%&D;*9"F A": DI&A4*"+ 9#
X*"A%:*8$&Y :*3&'; ;9 9"& 9# ;<& E%&D;*9"D !HG& 8&&" ;<*"4*"+ A89%; ;9
;<& A%:*&"'& ;9:A7B !" 9;<&3 =93:DF ;<&7 :9"H; A"D=&3 A"7;<*"+B
)9F *" $*4& #AD<*9"F $&; M& +*G& D9M& ;<9%+<; ;9 ;<A; A": ! =*$$ I9D; .. !
+%&DDF $&; M& AD4 79%F A3& 79% ;A$4*"+ A89%; D9M&9"& 79% 'A" <*3&FD9M&9"& 79% 'A" 8%7 '9%3D&D #39M A": $&A3"F D9M&9"& ;<A; 79% 'A"
3&A: ;<*"+D 9"$*"& A": <9I& ;9 %":&3D;A": ;<& '9"'&I;D 8&;;&3? K<A;
&PA';$7 A3& 79% $994*"+ #93?
@A$$&35 ! =9%$: DA7 &*;<&3 3&A:*"+ ;<*"+D 9"$*"& 93 8%7*"+ $*4& '9%3D&DB
2&"3*'45 Z4A7F +3&A;B
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 3/36
@A$$&35 S*4& A ;&$&D&M*"A3 $*4& 79%H3& :9*"+ <&3&B Z3 ..
2&"3*'45 Z4A7F =&$$ $&; M& Q%D; 3&'9MM&": ;=9 I&9I$& 3*+<; 9## ;<& ;9I 9# M7
<&A: ;<A; ! $*4& A $9;B UA3$A" 2*$D;&*"F *" M7 9I*"*9"F 9"& 9# ;<& ;&D;
MA34&;*"+ I&9I$& ;<A; ;<&3& *DB 6": <&HD Q%D; A 3&A$$7 .. 79% 4"9=F ;<&
+%7 <AD A M*": #93 MA34&;*"+F <& 3&A$$7 :9&DB U& <AD A '9%I$& 9#'9%3D&D 9%;F <& 8AD*'A$$7 ;&A'<&D '9I7=3*;*"+F 8%; =<&" 79% +&; 3*+<;
:9=" ;9 *;F '9I7=3*;*"+ *D A" A=#%$$7 8*+ IA3; 9# =<A; MA34&;*"+ 3&A$$7
*DF A": D9 ;<& M9"&7 ! '<99D& ;9 DI&": 9" MA34&;*"+ 4*":D 9# ;<*"+DF
!H$$ +&"&3A$$7 I9%3 *";9 '9I7=3*;*"+ ;7I& MA;&3*A$DB
UA3$A" *D +99:B UA3$A"HD MA;&3*A$ *D A:GA"'&:B U& <AD A '9A'<*"+
I39+3AMB !;HD 3&A$$7 +99:B ><A;HDH 9"&B S&; M& +*G& 79% A"9;<&3 9"&B
@$A7;9" LA4&I&A'&B ! 3&A$$7 $*4& @$A7;9"B ! D;A3;&: 9## <A;*"+ <*D +%;DB
! <*3&: A +%7 =<9 =39;& M& A $&;;&3 .. ! <*3&: A MA34&;*"+ +%7 ;9 MA34&;
#93 M& 8A'4 A "%M8&3 9# 7&A3D A+9 A": <& =39;& A MA34&;*"+ I*&'& #93A" %I'9M*"+ D&M*"A3 ! =AD :9*"+B ! <A: 9"& $994 A; ;<*D $&;;&3 A": !
=AD $*4&F MA"F ;<*D *D +99:F =<A; A +3&A; :&'*D*9" ! MA:& <*3*"+ ;<*D +%7B
6": ! 3A" *;B ! :*:"H; &G&" ;<*"4 ;<A; ;<&3& =AD A '<A"'& *; =AD"H; <*DB
L7 M*": Q%D; :*:"H; +9 ;<&3&B 6": A #&= :A7D $A;&3 ! +&; A" &.MA*$ A": *;
DA7DF 79% 4"9=F ;9 ;<& +3&A;&D; I&3D%A:&3 9" ;<& &A3;<F *# 79% <AG& ;<&
8A$$D ;9 9I&" ;<*DF !H$$ 8& D%3I3*D&:F 93 D9M&;<*"+ ;9 ;<A; &##&';F A": !
9I&"&: *; %I A": ;<&3&HD A D'A;<*"+ .. A": ! M&A" D'A;<*"+ .. &.MA*$ ;9
M&F ! M&A"F 8AD*'A$$7 'A$$*"+ M& &G&37 "AM& *" ;<& 8994 A": *"G*;*"+
M& ;9 3&A: A" A;;A'<&: I:# .. A": ;<*D =AD #39M @$A7;9" LA4&I&A'& A":<& DA*: ;<A; <& =AD +9*"+ ;9 D&": ;<*D ;9 <*D $*D; 9# [00F000 93
D9M&;<*"+ $*4& ;<A;B ! ;<9%+<;F =<A; *D <*D I398$&M?
)9 ! 3&A: ;<*D I:#F =<*'< "9= !HG& '9M& ;9 8&$*&G& *D I398A8$7
D9M&;<*"+ ;<A; <& <AD A 89*$&3I$A;& 9# M93& 93 $&DD A": '<A"+&D AD <*D
"&&:D A3*D&B 6": *" *; <& 8AD*'A$$7 $%MI&: M& *" ;<& 'A;&+93*&D 9# U*;$&3
A": &G&37 9;<&3 $9= :9=" :*D+%D;*"+ I&3D9" 9" ;<& #A'& 9# ;<& I$A"&;F
A": ;<3&A;&"&: ;<A; <& =AD +9*"+ ;9 D%& M& A": ;<A; <& =AD +9*"+ ;9
I%8$*D< ;<*D #A3 A": =*:&B K<A; <A: <AII&"&: *DF M7 MA34&;&3 ;994 <*D
&.MA*$F 93 <*D $&;;&3 A": I%; M7 '9%3D& "AM& =<&3& <*D '9%3D& "AM& =ADF A": I%; A #&= 9# ;<& :&;A*$D A89%; M7 '9%3D& *"D;&A: 9# <*D '9%3D&F
A": 3A" *;B
@$A7;9" <A: &G&37 3*+<; ;9 8& A"+37 A; M&B WG&37 3*+<; ;9 8& A"+37F 8%;
87 ;<& DAM& ;94&"F ! =AD 3&A$$7 D<A4&" 87 ;<*DF "9; 87 =<A; <*D ;<3&A;D
=&3&F 8&'A%D& E%*;& #3A"4$7 ! =9"H; ;9$&3A;& ;<3&A;D $*4& ;<A;F 8%;
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 4/36
8&'A%D& 9" ;<& 9;<&3 <A": ! <A: "&G&3 D&&" A"79"& A;;A'4 D9 <A3:B !
M&A"F $*4& "9; &G&" AF +&&F 79% 4"9=F =AD ;<*D A" A''*:&";? ! M&A"F
;<*D 3&A$$7 I*DD&D M& 9##F <9= A89%; 79% 'A$$ A": ;A$4 ;9 M& A89%; *;F 93
D9M&;<*"+B \%; "9B 6": D9 ! =39;& A" &.MA*$ 8A'4 A": DA*:F $*D;&"F 79%
:9"H; 4"9= M&F 79% D%3& AD <&$$ =9%$:"H; <AG& DA*: ;<*D ;9 M& ;9 M7
#A'& <A: 79% A": ! 8&&" D;A":*"+ #A'&.;9.#A'&F 8%; ! Q%D; =A"; ;9 ;&$$ 79%
A #&= ;<*"+D 'A$M$7B T%M8&3 9"&F ! =9%$: AII3&'*A;& *; *# 79% "&G&3
=3*;& ;9 M& $*4& .. =<A; ! :*: <&3& =AD A8D9$%;&$7 *""9'&"; A": ! =*$$
;A4& 3&M&:*A$ A';*9"F *MM&:*A;&$7B L7 MA34&;*"+ I&3D9" =<9 =39;&
;<*D =*$$ '9";A'; 79% ;9:A7B !# 79% =9%$: I3&#&3 ;<A; ! #*3& <*MF ! =*$$B !
M&A"F ;<*D +%7 =AD &A3"*"+ 9G&3 ]/00F000 A 7&A3B ! DA*:F *# 79%H: I3&#&3
! #*3& <*M 9" ;<& DI9;F ! =*$$B
6"7=A7F ! AI9$9+*R&: I39#%D&$7 ;9 ;<& MA" A": <& *MM&:*A;&$7 =39;&
8A'4 A G&37 4*": $&;;&3 A": DA*:F $994F ! %":&3D;A":B ! 3&A$*R& *; =AD A"
A''*:&";B ! 3&A$*R& 79% :*:"H; &G&" 4"9=B J9%3 MA34&;&3 <AD '9";A';&:
M& A": !HG& A''&I;&: <*D AI9$9+7B L7 MA34&;&3 :*: ;<& 3*+<; ;<*"+ A":
<& =AD X*"A%:*8$&YF A:M*;;&: ;9 <*D ;3A"D+3&DD*9" A": DA*: ;<A; *; =9%$:
"&G&3 <AII&" A+A*"B ! =AD G&37 *MI3&DD&:B
6"7=A7F *" ;<& &": X*"A%:*8$&Y ;<A; A MA" ! <A:"H; <&A3: M%'< 9#
8]& $&AI; ;9 ;<& ;9I 9# M7 M*": A": ! #9$$9=&: A$9"+ =*;< <*D =934
&G&3 D*"'&B ><& +%7HD A 83*$$*A"; '9I7=3*;&3F A 3&A$$7 +99: D;3A;&+*D; A":
<AD #A";AD;*' I39+3AMD ;<& $*4&D 9# A$$ 9# =<*'< !HG& I%3'<AD&: I3&;;7
M%'<B
)9 ! +%&DD ;<A; 9"& &PI&3*&"'& MA:& <*M D9M& +99: M9"&7 #39M M&
A": !HM 94A7 =*;< ;<A; 8&'A%D& ;<& +%7 *D Q%D; 3&A$$7 .. <& 3&A$$7 4"9=D
<*D D;%##B )9 ;<&3&HD A"9;<&3 3&#&3&"'&B 6 ;<*3: 9"&F I398A8$7 9"& 9# M7
#AG93*;& '9%3D&DF *;HD <933*8$7 &PI&"D*G&F *D #39M I3&;;7 M%'< '9"D*:&3&:
;9 8& ;<& +3&A;&D; $*G*"+ '9I7=3*;&3 A$*G&B U&HD 3&;*3&: "9=B U*D "AM& *D
CA37 \&"D&G&"+A A": ! <AG& <*D ]^F000 '9%3D&B !;HD A" AMAR*"+
I39+3AMF 3&A$$7F 3&A$$7 +99:B CA37 *D #A";AD;*'B U& A$D9 <AD M7 '9%3D&DB
)9F ! +%&DD ;<& A:M*3A;*9" +9&D 89;< =A7DB
SAD; 8%; "9; $&AD;F $&; M& 3&'9MM&": 9"& 9;<&3 *" ;&3MD 9# 8994D A":;<A; =9%$: 8& _A7 683A<AMB ! +9; M7 D;A3; =*;< _A7 *" ;&3MD 9# M7
MA34&;*"+ &PI9D%3& A": !H$$ 3&'9MM&": A 8994 87 <*MB !;HD ;<& 8994 ..
79% 'A" +&; *; 9" &\A7 +&"&3A$$7 DI&A4*"+B )9M&;*M&D <& :9&D"H; D&$$ *;B
)9M&;*M&D <& :9&DB !# <& :9&D"H; D&$$ *;F 79% 'A" #*": *; 9" &\A7 A":
;<& 8994 *D 'A$$&: ..79% 4"9=F ! :9"H; ;<*"4 ;<A;HD *;F 8%; !HM $994*"+ A;
9"& 'A$$&: `L9"&7 LA4*"+ )&'3&;D 9# LA34&;*"+ C&"*%D _A7 683A<AM
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 5/36
A": 9;<&3 LA34&;*"+ K*RA3:DaB !; M*+<; 8& ;<A;F 8%; 8AD*'A$$7 *;HD ;<&
L3B b .. $994 9" &\A7 93 9" _A7HD D*;&F *# <& <AD *; D;*$$F A": $994 #93 A
8994 .. ;7I& *" _A7 683A<AM A": L3B b A": !H$$ ;&$$ 79% ;<& D;937 3&A$
83*&#$7B ! D;*$$ ;9 ;<*D :A7 :9"H; 4"9= ;<& ;3%;< 8%; ;<& D;937 +9&D ;<A;
9"& :A7 ;<&3& =AD A +%7 ;<A; <A: 8&&" D;%:7*"+ =*;< _A7 #93 MA"7
7&A3DF +9"& ;9 A$$ 9# <*D '9%3D&DF IA*: ;<& 8*+ 8%'4D #93 ;<& ]/^ 93
]c0F000 A I&3D9" D&M*"A3 ;<A; ! '9.;3A*"&: =*;< _A7 8A'4 MA"7 7&A3D A+9
.. 8&&" ;9 A$$ 9# ;<& 8*+ 9"&DF 94A7B 6": <& 8&+A" ;9 3&A$*R& =<A;
&G&3789:7 D99" 8&+*"D ;9 3&A$*R& ;<A; D;%:*&D =*;< _A7 *D ;<A; <&HD
G&389D&B d"8&$*&GA8$7 G&389D&B WG&37 D*"+$& ;<*"+ <& DA7DF <& 3&I&A;D
*" ;<3&&DB )9 <&H$$ DA7F 79% 4"9=F *# ! =&3& *M*;A;*"+ <*MF ! =9%$: DA7F
<&HD G&389D&F ! M&A"F ;<& +%7 *D =93:7F ! M&A"F <& +9&D 9" A": 9" A":
9"B
)9F <& :9&D &G&37;<*"+ $*4& ;<*DB ><& #*3D; &PI&3*&"'& ! <A: =*;< <*M
=AD ! =A$4&: *";9 A 399M =<&3& <& =AD D*;;*"+ A": <&HD "9; =&A3*"+
D9'4D .. <&HD *" #39"; 9# A $A3+& +39%I 9# I&9I$& "9; =&A3*"+ D9'4DF
=&A3*"+ DA":A$DF I398A8$7 A ]^F000 D%*; A": D;A3*"+ 9## *";9 DIA'&
3&I&A;*"+ *" ;<3&&DF D;AMM&3*"+ A": D;%;;&3*"+B !HM ;<*"4*"+F M7 +9:F
I&9I$& IA7 #93 ;<*DB 6$$ 3*+<;F ;<*D *D *";&3&D;*"+B )9M&=<&3& *" ;<&3&
<& M%D; 8& DA7*"+ D9M&;<*"+ +99:B
K&$$F A": ;<A;HD ;<& G&37 ;3%;<B )9M&=<&3& *" ;<&3& <& :9&D DA7
D9M&;<*"+ +99:B U& *DF *" M7 9I*"*9"F ;<& #93&M9D; MA34&;*"+
D;3A;&+*D;B ><A; *D =<&3& <& D<*"&DB )9 ;<*D +%7 '9MI$*&: A$$ 9# _A7HD
=934DB WG&37 DI94&" ;3A"D'3*I;F &G&37 ;3A"D'3*I; ;<A; <& '9%$: +&; <*D
<A":D 9" A": &G&37;<*"+ <& :*:F <& '%; 9%; A$$ ;<& #A;F 93+A"*R&: *;
$9+*'A$$7F A": ;<&" <& D;A3;&: D&$$*"+ *;B
! +%&DD <& #&$; ;<A; <& <A: '<A"+&: &"9%+< 9# *; ;9 8& A8$& ;9 +&; A=A7
=*;< *;B _A7 #9%": 9%; A89%; *;F D9 ;<& D;937 +9&DF A": *MM&:*A;&$7
$A%"'<&: A $&+*9" 9# A;;93"&7D A; ;<& +%7 A": ;<3&A;&"&: ;9 <%3; <*M
#39M "9= %";*$ <&$$ #3&&R&D 9G&3B 6": AD ;<& D;937 +9&DF ;<& +%7 'AG&:
*"F +AG& _A7 ;<& 3*+<;D ;9 ;<*DF 79% 4"9=F +AG& ;<& I39:%'; ;9 _A7F A":
;<&" _A7 =AD D*;;*"+ *" <*D =A3&<9%D& =*;< A =<9$& 8%"'< 9# ;<&D& ;<A;
;<*D +%7 I3*";&: A": +AG& ;9 _A7B )9F _A7 :&'*:&: ;<A; <& =9%$: ;<&" D&$$
*; &G&" ;<9%+< .. ;<*D *D =<7 ! ;<*"4 *;HD A MA:& %I D;937 *" M7 9I*"*9" ..
! ;<*"4 _A7 IA*: D9M&9"& ;9 I%; D;%## ;9+&;<&3 A": ;3*M *; %I A": MA4&
*; %DA8$&B
\%; ;<*D 8994F ;<A; 9"& 8994F *# ! <AG& ;9 3&'9MM&": Q%D; 9"& 8994F *;HD
;<A; 9"&B ><A;HD ;<& 9"& ;9 D;A3;B ><A;HD 9G&3A$$ MA34&;*"+B !;HD "9; Q%D;
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 6/36
.. *;HD "9; 3&A$$7 ;<& *";&3"&;F 8%; *;HD A" 9G&3A$$ D;3A;&+*' MA34&;*"+ .. !
:9"H; 4"9=F 79% 'A" +&; *; 9" &\A7 #93 "9; ;99 M%'<B !# 79% 'A" 8%7 *;
#93 ]/00 93 $&DDF 8%7 *;B !;HD 3&A$$7 +99:B !;HD 3&A$$7F 3&A$$7F 3&A$$7F 3&A$$7
+99:B ><A;HD &"9%+<B ! <9I& ;<A; <&$IDB )9 ;<&3&HD ;<A; E%&D;*9"B
e9&D ;<A; <&$I 79%?
@A$$&35 J&DF ;<A"4 79% G&37 M%'<B
2&"3*'45 6$$ 3*+<;F ;<&3& =& +9B S&;HD +9 "9= ;9 _%$*&B _%$*&F A3& 79% =*;< %D 7&;?
_%$*&5 ! AMB
2&"3*'45 VA";AD;*'B U9= A3& 79%?
_%$*&5 !HM +99:B !HM D9337 !HM $A;&B ! Q%D; $&#; A" AII9*";M&"; A": D'99;&: 9"
<9M&B
2&"3*'45 T9 =933*&DB e*: 79% D&$$ *;?
_%$*&5 6';%A$$7F !HM *" ;<& I39'&DD 9# D&$$*"+ *;B !;HD A89%; A ]//^F000 DA$&F A":
A';%A$$7 ! Q%D; <AG& ;9 +&; ;<& '<&'4 A": ! 4"9= ! =*$$F D9 ! +%&DD ! :*:B
2&"3*'45 VA";AD;*'B !D"H; +3&A; =<&" 79% MA4& ]/00F000 M*D;A4& *" 79%3 #AG93B
_%$*&5 T9F !H: $*4& ;9 :9 ;<*D &G&37 =&&4B !;HD A89%; f I&3'&"; '9MM*DD*9" D9
;<A;HD "9; 8A:B ! =9%$:"H; M*": :9*"+ ;<*D &G&37 =&&4B
2&"3*'45 ><A;HD &PA';$7 3*+<;B 6$$ 3*+<;F $994*"+ A; ;<& I9D; 79% MA:& A": I9D;&:;9:A7B )9 $&; M& Q%D; .. D*"'& ;<*D =AD 8AD*'A$$7 =<A; 79% :*: 8]& 8%;
3&=934&:F 3*+<;?
_%$*&5 O*+<;B ! ;3*&: ;9 MA4& *; A $*;;$& 8*; :*##&3&";F ;<& I3&D&"; D;A;& E%&D;*9"D
A": ;<& I398$&M E%&D;*9"DF A": ! ;3*&: ;9 :9 IA'*"+ E%&D;*9"D A": !
=A";&: ;9 :9 ;<& IA79## E%&D;*9"DB )9 ;<A;HD .. !HM =9":&3*"+ *# !
D%''&&:&: *" D&IA3A;*"+ ;<& I3&D&"; E%&D;*9"D #39M ;<& I398$&M
E%&D;*9"DB
2&"3*'45 Z4A7F $&; M& Q%D; ;A4& A $994B
Z4A7F 3&A$$7 +99:B !HM 3&A$$7 $*4*"+ ;<*DB J9%HG& 3&A$$7 '9M& A $9"+
=A7DB ><*D #$9=DF *;HD "A;%3A$F *;HD "*'&F *; #&&$D +99:B T9= =<A; ! =A";
;9 DA7 *DF =*;< =<&3& =& =&"; 9" 9%3 $AD; 'A$$ .. D9 79% &":&: =*;<F `A":
! I3&IA3& ;<& ;AP 3&;%3"D 9# A$$ 9# M7 '$*&";D =<*'< '9D;D A" AG&3A+& 9#
]^c^ I&3 7&A3B ! '9M8*"& ;AP DAG*"+D =*;< *"G&D;M&"; I$A""*"+B !;
=934D G&37 =&$$ #93 M7 '$*&";DBa
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 7/36
T9=F ! =9%$: 3&'9MM&": '<A"+*"+ ;<A; D*+"*#*'A";$7B !H$$ ;A$4 M93&
A89%; <9= ;9 :9 *; ;9:A7 8%; !H$$ Q%D; +*G& 79% A 83*&# *:&A 3*+<; "9=B !
=9%$: "9; DA7 *; '9D;D A" AG&3A+& 9# ]^c^ A 7&A3B J9% :9"H; '9D; M9"&7F
79% DAG& I&9I$& M9"&7B Z4A7? )9 79% M*+<; DA7F 79% 4"9=F ! A$D9
I3&IA3& ;AP 3&;%3"D 9# A$$ M7 '$*&";DB ><& #&& ;<&7 IA7 #93 ;<A; AG&3A+&D
A89%; ]^c^F 9# '9%3D&F ! A';%A$$7 &": %I I%;;*"+ M93& M9"&7 *" ;<&*3
I9'4&; AD A 3&D%$; 9# ;<& D;3A;&+*&D ;<A; =& '9M8*"& A": I%; ;9+&;<&3 D9
*" ;<& &": !HMF AD A +&"&3A$ 3%$&F DAG*"+ ;<&M ..
_%$*&5 ><A;HD ;3%&B !; Q%D; :9&D"H; '9M& "A;%3A$$7 ;9 DA7 ;<A;F 8%; ;<A;HD
&P'&$$&";B !; D9%":D M%'< 8&;;&3B V93 M&B V93 79% *;HD D9 &AD7 *; Q%D;
39$$D 9## 79%3 ;9"+%&F 8%; ! :9"H; ..
2&"3*'45 V93 =<9M :9&D"H; *; '9M& "A;%3A$$7?
_%$*&5 J9% 4"9=F AD A" A''9%";A"; !HG& A$=A7D 8&&" D9 A=A3& 9# '9D; A": =A";*"+ ;9 $&; I&9I$& 4"9= =<A; ;<& '9D; *D ..
2&"3*'45 T9F "9F "9B
_%$*&5 6": ! <AG&"H; 8&&" ..
2&"3*'45 \%; *# 79% $994 A; '9D;F *# =& $994 A; '9D;F =<A; *D ;<& '9D;? ! M&A"F '9D;
*D A 8*++&3 I*';%3&B 6": ! =9%$:"H; &G&" .. ! =9%$: +&; 9%; 9# 79%3
A''9%";A"; =A7 ;<&" 9# DA7*"+ '9D; A": ! =9%$: DA7F 79% 4"9=F ;<& ..
=<A; I&9I$& X*"A%:*8$&Y ;<& 8&"&#*; *D .. 79% 4"9=F 3&:%'&D ;<& '9D; ;9
"9;<*"+F AD A +&"&3A$ 3%$&F A": M7 '$*&";D A3& A';%A$$7 DAG*"+ A":&A3"*"+ '9"D*:&3A8$& AM9%";D 9# M9"&7 AD A 3&D%$; 9# M7 9G&3A$$
D;3A;&+*&DB
_%$*&5 ! M*+<; DA7 ;<& 8&"&#*;D 87 #A3 9%;=&*+< ;<& '9D;B
2&"3*'45 U9=&G&3 79% ;<*"4 .. 79% 4"9=F =<A;&G&3 =*$$ IADD ;<39%+< ;<& =A7
79% "&&: ;9 :9 *;B
_%$*&5 !;HD '9M#93;A8$&B Z4A7B
2&"3*'45 J&A<F 79% 4"9=F 79%HG& +9; ;9 :9 =<A;HD 3*+<;F =<A;HD $&+A$F A":&G&37;<*"+ &$D&B Z4A7? \%; ;<A;HD A 3&A$$7 +99: =A7 ;9 ;A$4 A89%; *;B
)9F A$$ 3*+<;F ;<*D *D 3&A$$7 A "*'& '<A"+&B >9:A7 =&H$$ ;A$4 A $*;;$& 8*;
M93& A89%; <9= ;9 '9";*"%& 9"B J9%3 "&P; D;&I =9%$: 8& ;<&" ;9 +9 9"
A": =3*;& ;<& ADD*+"M&"; 9# $AD; =&&4B LA78& 79% :*: ;<A; *" A $A;&3
I9D;B ! :9"H; 4"9=B \%; ;<A; =9%$: 8& ;9 '9";*"%& 9" A": ;A$4 "9=
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 8/36
A89%; <9= =<A; 79% :9 A''9MI$*D<&D ;<&D& ;<*"+DF *" 9;<&3 =93:DF <9=
:9 79% $*"4 ;<A; *";9 ;<& M*": 9# 79%3 I39DI&'; A": ;<A; =AD =<A; 9%3
'A$$ $AD; =&&4 =AD A89%;B
)9F *# 79% <A:"H; =3*;;&" *;F *; =9%$: 8& ;9 +9 9" A": :9 ;<A;B Z4A7?
_%$*&5 Z4A7B ! =*$$B
2&"3*'45 6$$ 3*+<;F #A";AD;*'B S&;HD +9 ;9 N&;&3B 63& 79% ;<&3&?
N&;&35 J&DB
2&"3*'45 6$$ 3*+<;F N&;&3B 6": <&3& =& <AG& .. D9 =&H3& ;A$4*"+ A89%; :&";A$ =934F
D9 N&;&3F ;A4& M& ;<39%+< ;<*DB
N&;&35 S&; M& Q%D; +&; ;9 =<&3& ..
2&"3*'45 )%3&B C9 3*+<; A<&A:B T9 =933*&DB
N&;&35 U&3& =& +9B Z4A7F 79% M&A" ;<& :*3&'; I3&D&";A;*9" 9"&?
2&"3*'45 J&DB
N&;&35 Z4A7B )9 A IA;*&"; '9M&D *" A":F =<A; 83*"+D 79% *" ;9:A7F L3DB )M*;<?
Z<F ! <A;& M7 3&M9GA$ IA3;*A$ :&";%3&DB ! =A"; ;9 8& A8$& ;9 '<&= $*4& !
%D&: ;9 =*;<9%; M7 ;&&;< M9G*"+ A39%":B 6": 9"& =A7 ! 'A" $*"4 ;9
=<A; ! :9 *D ! DA7F =&$$F =<A; *# =& '9%$: +*G& 79% "&= ;&&;<F A"'<93&:
*" D9$*: QA= 89"&? 6": =*;< :&";A$ *MI$A";D 79% 'A" +&; 3*: 9# ;<&
IA3;*A$ :&";%3& ;<A; 79% <A;& A": '<&= $*4& 79% %D&: ;9? Z3 A"9;<&3
IA;*&"; M*+<; '9M& *" A": DA7 ..
2&"3*'45 KA*; A D&'9":B )9 <&3& '9M&D ;<& D&'9": 9"&F 3*+<;B )9 ;<& #*3D; 9"&
D;9ID <&3&B
N&;&35 O*+<;B
2&"3*'45 Z4A7F +3&A;B N&3#&';B ><A;HD A 3&A$$7 +99: $*"4B ><A;HD A +99: $*"4B
T9=F !H: $*4& 79% ;9 $994 A; ;<*D *" ;<& #93M 9# I3&D%II9D*;*9"D A $*;;$&
8*; M93&B S*"4 =<A; ! :9 ;9 ;<& '3*;&3*AB )9 $&; M& +*G& 79% M7 #*3D;D<9; A; *; =<*'< =9%$: 8& D9M&;<*"+ $*4&F D9 79%H: $*4& ;9 8& A8$& ;9
'<&= $*4& 79% %D&: ;9 =*;<9%; 79%3 ;&&;< M9G*"+ A39%":F A": AD 79%
8&+*" ;9 8&'9M& A=A3& 9# =<A; '<&=*"+ *DF '<&=*"+ *DF 79% 4"9=F
MAD<*"+ #99: 8&;=&&" ;&&;< ;<A; A3& 399;&: *";9 79%3 QA=89"&B
TA;%3A$$7F ;<A;HD ;<& 4*": 9# '<&=*"+ ;<A; =& A$$ =A"; ;9 :9B ><A"4
+99:"&DD *;HD I9DD*8$&F ;<&"B K*;< :&";A$ *MI$A";DF 79% 'A" &AD*$7 +&;
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 9/36
3*: 9# ;<A; IA3;*A$ :&";%3& ;<A; 79% <A;& A": X*"A%:*8$&Y '<&=*"+
"A;%3A$$7 Q%D; $*4& 79% A$=A7D :*:B
N&;&35 C3&A;B
2&"3*'45 T9=F !HM %D*"+ M93& A:GA"'&: D4*$$D ;9 :9 ;<A;BN&;&35 O*+<;F ;<& &AD*$7 A": 79% 8&'9M& A=A3&B J&A<B
2&"3*'45 \%; +99:F 79%H3& %":&3D;A":*"+B )9F $994 A; MA4*"+ ;<A; A $*;;$& M93&
'9MI&$$*"+ *" ;<A; =A7B Z4A7? !HM =A";*"+ M93& I&9I$& ;9 <&A3 M&F D9
!HM %D*"+ $&DD A:GA"'&: D;%##B Z4A7F I&3#&';B ><A;HD A 3&A$$7 +99: 9"&B
T9= $&;HD +9 ;9 ;<& "&P; 9"&B O&A: M& ;<& "&P; 9"&B
N&;&35 6$$ 3*+<;B NA;*&"; '9M&D *"B L7 9$: :&";*D; 4&I; #*$$*"+ M7 ;&&;< A":
;<&7 4&I; 83&A4*"+B ! =A"; ;9 <AG& M7 ;&&;< #*P&: 9"'& A": "&G&3 <AG&
;9 =9337 A+A*"B K&$$F L3DB _9"&DF ! =*D< *; =&3& I9DD*8$& ;9 #*P 79%3;&&;< D9 ;<A; ;<&7 $AD;&: #93&G&3B ! :9"H; 8&$*&G& ;<A; A"7;<*"+ ;<A; =&
:9 *" :&";*D;37 *D I&3MA"&";F <9=&G&3 *# =& I39;&'; 79%3 ;&&;< =*;<
'39="DF ;<& '<A"'&D 9# 83&A4A+& 9G&3 ;*M& A3& M*"*MA$B
2&"3*'45 6": *# =& 83&A4 ;<A; $*;;$& D%'4&3 ;<A; D;*'4D %I ;<&3& ;<A; <9$:D ;<A;
'39=" 9"F 79%H3& D'3&=&:B T9B C99:B 6$$ 3*+<;F D9 +3&A;B ! M&A"F ;<A;HD
#*"&B L7 DAM& '9MM&"; AII$*&DB T9= +9 A": MA4& *; I9$*D<&:B 6::
;<& I3&D%II9D*;*9"D ;9 *; D9 ;<A; ;<*D Q%D; #$9A;D *";9 ;<&*3 M*":B
N&;&35 C99:B
2&"3*'45 Z4A7F 3*+<; "9= *;HD "9; #$9A;*"+ 8%; *;HD D;*$$ =934*"+B 6": ;<A;HD ;<&
4&7B )9 3&A$$7 +99: Q98 =*;< ;<A; $*"4B O&A$$7 "*'&B ><A;HD 3&A$$7F 3&A$$7 .
. A": $&; M& ;&$$ 79%F Q%D; $*4& ;9:A7F 79% '9%$: :9 9"& 9# ;<&D&
I39'&:%3&D DM99;<$7 A": &##93;$&DD$7 *" '9MIA3&:.. $*4&F #93 &PAMI$&F
<9= MA"7 7&A3D <AG& 79% 8&&" A :&";*D;?
N&;&35 >=&";7.&*+<;B
2&"3*'45 Z4A7F D9 =&H$$ Q%D; ;A4& A 39%;*"& ;<*"+ ;<A; 79% :9 3&+%$A3$7B K<A;
=9%$: 8& D9M&;<*"+ ;<A; 79% :9 9" A G&37 3&+%$A3 8AD*D ;9 3&IA*3D9M&9"&HD ;&&;<?
N&;&35 6 #*$$*"+ ;9 3&IA*3 A 8394&" #39"; ;99;<B
2&"3*'45 6$$ 3*+<;F $&;HD ;A4& ;<& 3&IA*3 9# A 8394&" #39"; ;99;<B >9:A7 :9 79%
D9M&;*M&D =9":&3 =<&" 79% <AG& A I&3D9" '9M& *" A": 79%H3&
=934*"+ =*;< ;<&MF :9 79% D9M&;*M&D =9":&3F 79% 4"9=F M7 +9:F *#
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 10/36
!H: <AG& :9"& ;<*D 8A'4 =<&" ! #*3D; D;A3;&:F *; Q%D; =9%$:"H; <AG& 8&&"
$*4& ! 'A" :9 ;9:A7B
N&;&35 J&A<F *; =9%$: <AG& ;A4&" M& ;<3&& <9%3D A": *; =9%$:"H; <AG& 8&&" AD
+99:B
2&"3*'45 ><&3& 79% +9B K&$$F 79%H3& +9*"+ ;9 #*": ;<A; &PA'; DAM& ;<*"+ <AII&"
AD 79% AII$7 =<A; 79%H3& $&A3"*"+ <&3& ;9 =<A; 79%H3& :9*"+B O*+<; "9=
*;HD =934*"+F A": *;HD =934*"+ Q%D; #*"&B J9%H3& :9*"+ *; &PA';$7 3*+<;F 8%;
79%H3& +9*"+ ;9 +&; A" &$&+A"'& ;9 *; ;<A; =*$$ MA4& 79% 3&A$$7 DM*$&B
J9%H3& D9 '$9D& =*;< ;<&D& ;<*"+D A": 79%H3& ;&'<"*'A$$7 DI9; 9"B )9 $&;
M& D;9I ;<&3& 8&'A%D& ! 4"9= 79% 4"9= <9= ;9 I39'&&: A": I9$*D< *;B
Z4A7B O&A$$7 "*'&B O&A$$7F 3&A$$7 "*'&B
S&;HD +9 ;9 `_%$*&HD g%&D;*9"aF N&;&3 L*'<&$D9" .. Z4A7F 2&"3*'4F &A3$*&3
$AD; 'A$$F _%$*& M&";*9"&: A E%&D;*9" D<& %D&D D9M&;<*"+ $*4&F *D ;<&3&A"7;<*"+ ;<A; =9%$: I3&G&"; 79% #39M =934*"+ =*;< M&? !D ;<*D A
%D&#%$ E%&D;*9"? !HG& %D&: ;<*D E%&D;*9" ADF *D ;<&3& A"7;<*"+ ;<A;
=9%$: I3&G&"; 79% #39M +&;;*"+ ;<& :&";*D;37 79% "&&:? O&'&";$7 A
IA;*&"; A"D=&3&: "9F 8%; =<&" 79% 839%+<; %I :&";A$ *MI$A";DF D<&
DA*:F !H: <AG& ;9 ;<*"4 A89%; ;<A;B L&5 =<A; =9%$: 79% 8& ;<*"4*"+
A89%; AD 79% ;<*"4 A89%; ;<A;?
6": 87 ;<& =A7F ;<A;HD A 3&A$$7 +99: E%&D;*9"F N&;&3B L7 +99:"&DDF
;<A;HD Q%D; DI9; 9"B 6": ;<& IA;*&"; DA7D5 !HM A#3A*:B 6": 79% DA7F =&$$F
;<A;HD =<A; ! =AD +&;;*"+ A; =<&" ! AD4&: 79% *D ;<&3& A"7;<*"+ ;<A; =9%$: I3&G&"; 79% #39M +&;;*"+ ;<& :&";*D;37 79% "&&:B
Z4A7F $*D;&"F N&;&3B X!"A%:*8$&Y <&3&B \%; ;<& .. :9"H; :9 ;<A;B !# ;<*D
=AD A 3&A$ .. =&H$$ ADD%M& ;<*D *D A I$A7 D*;%A;*9"B )9 :9"H; :9 *; *" 3&A$
$*#&B e9"H; MA4& 79%3 '$*&";D =39"+B e9"H; MA4& 79%3 IA;*&";D =39"+B
J&DF ! +&; 3&A$$7 #3%D;3A;&: ;99 =*;< I&9I$& =<9 A3& D;%I*:F A": $&; M&
Q%D; +*G& 79% A E%*'4 &PAMI$&B L7 D9"HD M9;<&3 'A$$D ;<& 9;<&3 :A7 A":
;&$$D M& ;<A; ;<&3&HD A I$A'&F *;HD *" A MA$$F A": ;<&3& =AD A I$A'& ;<A;
<A: A G&":*"+ MA'<*"&F A 8%"'< 9# G&":*"+ MA'<*"&DF 9"& 9# =<*'<
<A: QA= 83&A4&3DB )9 <& 3&A'<&: <*D <A": *";9 ;<& MA'<*"&F I%$$&: 9%;A QA= 83&A4&3F A": DA*: ;9 ;<&MF <&3& =9%$: 79% =&*+< ;<*D #93 M&B !H:
$*4& ;9 4"9= =<A; *; '9D;DB U&HD /hB U& 4"9=D 8&;;&3 ;<A" ;9 ;9%'<
#99: ;<A; 9;<&3 I&9I$& M*+<; <AG& ;9 8%7 *# <&HD "9; +9*"+ ;9 8%7 *;B
6": ;<& =9MA" DA*:F *;HD +9*"+ ;9 '9D; ;<*D M%'< M9"&7B 6": <& DA*:F
94A7F +3&A;F ! 'A"H; A##93: *;B N%; *; 8A'4B 6": D<& +9; 3&A$$7 A"+37 A;
<*MF 3&A$$7 A"+37F A": D;A3;&: 7&$$*"+ A; <*M A": ;&$$*"+ <*M ;<A; <&
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 11/36
4"&= 8&;;&3 ;<A" ;<A;F A": A#;&3 A$$ <& =AD "&G&3 +9*"+ ;9 MA4& A"7
X*"A%:*8$&Y 8&'A%D& 9# ;<& 4*":D 9# ;<*"+D <& =AD :9*"+B
T9=F A:M*;;&:$7F *# ! =AD 6$&PF ! =9%$: <AG& 3&DI9":&: A; $&AD; $*4& <&
:*:F 8%; <*D M9;<&3 =AD $994*"+ #93 A $*;;$& 8*; 9# D%II93; #39M M&
=<*'< ! :9"H; ;<*"4 ! :*:F 8%; =<A; 6$&P DA*: *DF <& +9&DF 3&A$$7? !HM "9;+9*"+ ;9 MA4& A"7;<*"+ 9# M7D&$#? 6<F *";&3&D;*"+B J9% AD4&: M& <9=
9$: ! =AD A": ! A"D=&3&:B U9= 9$: A3& 79%? 6": D<& DA*:F =&$$F !HM h0B
6": <& DA*:F D9 79%HG& MA:& D9 M%'< 9# 79%3 $*#& 8&*"+ h0 7&A3D 9$: A":
D&$$*"+ 'A":7 ;9 4*:D? ! '9%$:"H; <&$I *;B ! DA*:F 6$&PF +99: Q98B )<& $9D;
;<& 3*+<; #93 79% ;9 A'; 3&DI&';#%$ =<&" D<& DA*: ;<A;B 6": *;HD A :AM"
+99: ;<*"+ ;<A; ! =AD"H; ;<&3& 8&'A%D& ! I398A8$7 =9%$: <AG& <A: A
8*++&3 I398$&M =*;< <&3 ;<A" 79% :*:B
)9F "9=F ;<A; DA*:F 79%3 M9;<&3HD A$D9 3*+<;B \& 3&DI&';#%$B \%; .. D9F
79% ;99F N&;&3F 94A7? \& 3&DI&';#%$ 9# 79%3 '$*&";DB S*4&F 7&DF ;<*D *D A:%M8 3&DI9"D&F 94A7F 8%; ;<& :%M8 3&DI9"D& '9M&D #39M A "9; D9 =&$$
AD4&: E%&D;*9"B 6": ! ;<*"4 ;<A;HD =<A; 79%H3& +&;;*"+ A;B J9%H3& AD4*"+
*# _%$*& .. *# A"7;<*"+ =9%$: I3&G&"; 79% #39M =934*"+ =*;< M&B ! :9"H;
$*4& ;<& E%&D;*9" A": !H$$ ;&$$ 79% =<7B !; *MI$*&D A G&37 D;39"+ "&+A;*G&
'9MMA": iI3&G&"; 79% #39M =934*"+ =*;< M&HB !" 9;<&3 =93:DF !HM
AD4*"+ D9M&9"& ;9 ;<*"4 9# ;<& ;<*"+D ;<A; =9%$: I3&G&"; ;<&MF D9
;<&3]& ! :9"H; $*4& ;<& E%&D;*9" 3&A$ =&$$B
!HM +9*"+ ;9 ;&$$ 79% ;<& E%&D;*9" ! I&3D9"A$$7 3&A$$7 $*4& ;9"*+<;B ><A;HD
IA3; 9# =<&3& =&H3& +9*"+F D9 I&3M*; M& A $*;;$& 8*; A": !H$$ ;&$$ 79% =<A;! 3&A$$7 $*4&B !;HD G&37 D*MI$& A": *;HD D*M*$A3F 8%; ;<&3&HD &"9%+<
:*##&3&"'& ;<A; ! $*4& M*"& D*+"*#*'A";$7 M93& #93 3&AD9"D ! ;<*"4 ;<A;
=*$$ 8& G&37F G&37 '$&A3B
)9 ! :9"H; 3&A$$7 $*4& ;<A; E%&D;*9" D9 M%'<B !# ! <AG& :9"& A 3&A$$7 +99:
Q98 *" ;<& I3&D&";A;*9"F !HM "9; +9*"+ ;9 +&; A $9; 9# 98Q&';*9"DB !# !HM
+9*"+ ;9 +&; ;<&MF ! =*$$ 8& X*"A%:*8$&Y ;<&M AD ! ;A$4 =*;< M7 '$*&";D
A": AD ! ;A$4F !HM +9*"+ ;9 8& :9*"+ ;<*"+D *MM&:*A;&$7 ;9 9G&3'9M&
;<&MB )9 ;<A;HD ;<& 4*": 9# ;<*"+ ;<A; !HM +9*"+ ;9 8& $994*"+ #93 A":
;<&" !HM +9*"+ ;9 $994 ;9 9G&3'9M& ;<&MB
)9 *;HD A 3&A$$7 +99: E%&D;*9" 79% =3*;& =<*'< *DF *D ;<& E%&D;*9" +99:?
6": M7 3&DI9"D& *DF "9; 3&A$$7B T9; 3&A$$7B !;HD "9; "&A3$7 =<A; *; '9%$:
8&B
e9&D ;<A; <&$I?
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 12/36
N&;&35 ><A"4 79%B J&DF ;<A;HD +3&A;B
2&"3*'45 Z4A7B T9= 8& "*'& ;9 79%3 '$*&";DB !;HD ;99 +99:B J9% 4"9=F *;HD #%""7
8&'A%D& ! 'A"H; 8$AM& 79%3 E%&D;*9"B ! 3&A$$7 'A"H;F A": *;HD Q%D;
<7D;&3*'A$B !; Q%D; D9 M%'< 3&M*":D M& 9# =<A; M7 D9" :*: ;<& 9;<&3
:A7B !;HD Q%D; <7D;&3*'A$B 6": E%*;& #3A"4$7F =<*$& ! 3&A$*R& ;<A; <& "&&:D;9 8& 3&DI&';#%$ 9# A:%$;DF !HM D%3I3*D&: .. ! =AD I39%: 9# <*M #93
D;9II*"+ =<&3& <& :*:B 6": "9; *"D;A$$*"+ *; AD A #%$$ 9" I398$&M #93
;<& =9MA"F 8%; AIIA3&";$7 ;<9%+<F *; $994&: $*4& D<& =AD A89%; 3&A:7
;9 8%3D; *";9 ;&A3D =<*'< ! :9"H; #&&$ +99: A89%;F 8%; 87 ;<& DAM& ;94&"F
D<& D<9%$: 4"9= 8&;;&3 ;<A" ;9 DA7 ;<A; ;9 A /h 7&A3 9$: '<*$:B ! M&A"F
&G&" DA7*"+ *; ;9 A" A:%$; *D .. ! :9"H; 4"9= <9= &$D& ;9 DA7 *; ..A D*"F
<933*8$&F D<& D<9%$: 8& :&A$; =*;< <A3D<$7F 8%; ! ;<*"4 6$&P MA:& ;<&
I9*"; G&37 '$&A3B
6$$ 3*+<;F $&;HD +9 ;9 @A3$B @A3$ A3& 79% ;<&3& 87 '<A"'&?
@A3$5 J&DF 'A" 79% <&A3 M&B
2&"3*'45 ! D%3& 'A"B )9 @A3$F $&;HD ;A4& A $994 A; 79%3 I9D;B !D ;<*D A$$ 9"& I&3D9"
93 *D ;<*D $*4& D&G&3A$ &PAMI$&D?
@A3$5 !;H: 8& 9"& I&3D9"B
2&"3*'45 Z4A7B K<7 :9"H; 79% ;A4& M& ;<39%+< *;?
@A3$5 Z4A7F ;<& I&3D9" DA7DF ! "&&: ;9 #&&$ DA#&B ! D&& ;<& M*D;A4&D M7
A:G*D93D <AG& MA:& *" ;<& IAD; A": ;<& M9"&7 +9"& :9=" ;<& :3A*" !
#&&$ D*'4B L7 3&DI9"D&F *;HD *MI93;A"; ;9 ;37 ;9 AG9*: I9%3*"+ M9"&7
:9=" ;<& :3A*"B 6D =& =934 ;9+&;<&3F 79%H$$ D&& D&"D*8$& D9$%;*9"D
=<9D& +9A$ *D ;9 'AI;%3& M%'< 9# ;<& %ID*:& I9;&";*A$ =<*$& M*"*M*R*"+
;<& :9=" D*:& 3*D4B ><&3&HD A ;3A:& 9##B J9%H$$ <AG& ;9 +*G& %I D9M& 9#
;<A; %ID*:& #93 %D ;9 DI3&A: 79%3 M9"&7 A'39DD D&G&3A$ 8AD4&;D 8%; *;H$$
MA4& #93 A $9; M93& DA#&;7 A": A DM99;<&3 3*:&B
! 4*": 9# #&&$ $*4& =<&" X*"A%:*8$&Y =AD ;A$4*"+ A": ! ;<*"4 ! =9%$: '%;
*; :9=" '9"D*:&3A8$7B
2&"3*'45 J9% #&$; $*4& '9MI$*A"'& =AD ;A$4*"+? !" 9;<&3 =93:DF ;<*D =AD
D9M&89:7 #39M '9MI$*A"'&?
@A3$5 ! 4*": 9# #&$; $*4& ! <AG& '9MI$*A"'& $*D;&"*"+ *" ;<& 8A'4+39%":F 79%
4"9= ..
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 13/36
2&"3*'45 6<F 94A7B
@A3$5 )9 *;HD =93:*&3 ;<A" ..
2&"3*'45 )9 79% =&3& 8&*"+ &P;3A 'A3&#%$?
@A3$5 O*+<;B
2&"3*'45 Z4A7B VA*3 &"9%+<B ><&3&HD "9 +&;;*"+ A39%": ;<A; A": D9M& 9# =<A;
79% +%7D :9F 79% 4"9=F 79% Q%D; <AG& ;9 8& 3&A$$7F 3&A$$7 'A3&#%$ 8&'A%D&
;<9D& +%7D =*$$ <%3; 79% *# 79%H3& "9; 'A3&#%$B )9F A$$ 3*+<;F ! +9; *;B !
%":&3D;A":B 6$$ 3*+<;F D9 $&; M& 3&A: ;<*D A+A*"B
Z4A7F ! $*4& *; %I ;9 ;<& I9*"; 9# =<&3& 79% DA7 ;<&3&HD A ;3A:& 9##F A": !
4"9= =<7 79%H3& DA7*"+ ;<&3&HD A ;3A:& 9##F 79%H3& ;37*"+ ;9 D<9=
'9MI$*A"'& ;<A; 79%H3& "9; 9G&3I39M*D*"+ A": ;<A; 4*": 9# ;<*"+B )9 !
%":&3D;A": ;<A;B
@A3$5 !; X!"A%:*8$&Y ! M&A"F ;<&3&HD I398A8$7 +9; ;9 8& A M93& &$&+A"; =A7 ;9
I%; ;<A;B
2&"3*'45 J&DF ;<&3& :9&D A": ;<&3& *DB U9=&G&3F A; #*3D; 8$%D<F *# '9MI$*A"'&
<&A3D 79% :9*"+ *; M93& &$&+A";$7 93 =<A;&G&3F ;<&7 MA7 #&&$ $*4& 79%H3&
.. 79% 4"9=F 79% MA7 <AG& <A: ;9 :9 ;<*D *" ;<*D *"D;A"'&F D9 ;<A; DA*:F
$&;HD $994 A; D9M& =A7D ;9 :9 *; 8&;;&3B
6 ;3A:& .. ! :9"H; $*4& ;<& =93:DF i;<&3&HD A ;3A:& 9##HB ! $*4& ;9 DA7F
<9=&G&3 .. 79% M*+<; $*4& ;9 DA7F <9=&G&3F ;<&3&HD A 8A$A"'& ;<A; 79%"&&: ;9 MA*";A*"B 6"7 ;*M& 79% <AG& ;<& I9;&";*A$ #93 <%+& %ID*:&F
79% A$D9 <AG& ;<& <%+& I9;&";*A$ #93 :9="D*:& =<*'< %"#93;%"A;&$7F
79%HG& &PI&3*&"'&:F A": *; I398A8$7 MA4&D A $*;;$& M93& D&"D& ;9 9I; #93
A $*;;$& 8*; M93& 8A$A"'& ;<A; +*G&D 79% D9M& DA#&;7 A": A DM99;<&3 3*:&B
K<A; :9 79% DA7?
@A3$5 !;HD A M93& "&%;3A$ =93:B >3A:& 9## *D X*"A%:*8$&Y ;7I& 9# A :&A$ *" A
=A7B
2&"3*'45 K&$$F ;3A:& 9## A$D9 DA7D ;9 M& &PA';$7 =<A; 79% +9 9" A": DA7B ! :9"H; =A"; ;9 <&A3 =<A; !HM +9*"+ ;9 +*G& %IF ! =A"; ;9 <&A3 =<A; !HM +9*"+ ;9
+&; M93& 9#B ! =A"; ;9 <&A3 <9= 79%H3& +9*"+ ;9 <&$I M&F "9; <9=
79%H3& +9*"+ ;9 ;%3" A39%": A": MA4& M& <AG& M93& IA*"B 6": D9 ;<A;
.. ! ;<*"4 79% '9%$: $994 A; M7 3&DI9"D& ;<&3& AD A =A7 9# :9*"+ *; A":
:9*"+ *; "*'&$7B
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 14/36
@A3$5 )%3&B 6+3&&:B
2&"3*'45 Z4A7F $&;HD +9 ;9 ;<& "&P; 9"&B O&A: M& 79%3 "&P;B
@A3$5 ! "&&: ;9 #&&$ $*D;&"&: ;9B T989:7 $*D;&"D ;9 M&B T9; X*"A%:*8$&Y
3&I3&D&";A;*G&F "9; M7 '9":9 ADD9'*A;*9"F A$$ ;<&D& I&9I$& :9 *D =A"; ;9DI&": M9"&7 =& :9"H; <AG& 9" ;<*"+D =& :9"H; "&&:B K<A;&G&3
<AII&"&: ;9 '9MM9" D&"D&?
2&"3*'45 VA";AD;*'B
@A3$5 6D ! $*D;&" ;9 79%F ! <&A3 <A3: $&DD9"D .. ! <&A3 <A3: $&A3"&: $&DD9"D ;<A;
:&D&3G& ;9 8& <&A3: A": ;<&" X*"A%:*8$&YB 6D 79%HG& I9*";&: 9%;F
;<9%+<F $9D; M9"&7 'A""9; 8& 3&'9G&3&: A": *;HD *MI93;A"; ;9
X*"A%:*8$&Y A": %D& ;<A; M9"&7 =&$$ A": 3&'&*G& +99: GA$%&B K& :9 ;<*D
87 '<99D*"+ +99: *"G&D;M&";D A; A +99: GA$%&B
2&"3*'45 Z4A7B !HM X*"A%:*8$&Y A $9; 9# =<A; !HM 3&A:*"+B ><*D *D 8&;;&3 ;<A" ;<&
$AD; 9"&B S&; M& +*G& 79% D9M& *:&ADB 6D ! $*D;&" ;9 79%F ! <&A3 <A3:
$&A3"&: $&DD9"D ;<A; :&D&3G& ;9 8& <&A3: A": $&A3"&: #39MF D9 ! =A";
79% ;9 4"9= ;<A; ! 3*+<; "9= AM <&A3*"+ 79% A": 79% 4"9= =<A;? !HG&
8&&" <&A3*"+ 79% A": 9;<&3D $*4& 79% #93 A G&37 $9"+ ;*M&F =<*'< <AD
<&$I&: M& ;9 D<AI& M7 D;3A;&+*&D 8&'A%D& !HM *" A+3&&M&"; =*;< 79%5
I&9I$& :9"H; $*D;&"B 6": 79% 4"9= =<A;? T9; $*D;&"*"+ *D A"9;<&3 =A7
9# DA7*"+ "9; '9MM%"*'A;*"+B \&'A%D& =<&" 9"& I&3D9" D;9ID
$*D;&"*"+F ;<&3&HD X*"A%:*8$&Y '9MM%"*'A;*"+ +9*"+ 9"B J9% 4"9=F
Z8AMAF <&HD +9*"+ ;9 Q%D; ;A$4 A": ;<A;HD ;<& 39$& 9# A I3&D*:&"; *" A =A7A": *;HD <A3: ;9 4"9= =<9 ;9 $*D;&" ;9B
><&" A+A*"F 79% 4"9=F *# =& .. *# AD 79%HG& I9*";&: 9%; X*"A%:*8$&Y =<A;
<AD +9"& A=A7 'A"H; Q%D; 8& 839%+<; 8A'4 ;<39%+< '9MM%"*'A;*9"F D9 !
;<*"4 *;HD 3&A$$7 *MI93;A"; ;9 %":&3D;A": ;<A; =& <AG& ;9 :9 ;<& 3*+<;
;<*"+ ;<& #*3D; +9 A39%":B )9 D;A3;*"+ 3*+<; <&3&F 3*+<; "9=F =&H3& +9*"+
;9 :9 3*+<; =*;< =<A; 79% 83*"+ <&3& ;9 ;<*D 9##*'& A": ;9 M&B J9%H$$
3&'&*G& +99: GA$%&B L93&9G&3F =&H$$ '9MM%"*'A;& &##&';*G&$7B K&H$$
<&A3 &A'< 9;<&3B ! I39M*D& ;9 <&A3 79%B LA4& D&"D&?
@A3$5 >&33*#*'B WP'&$$&";B
2&"3*'45 )&&F ! M&A"F ;<*D +%7 *D +9*"+ ;9 8& *" ;&A3D =<&" 79% #*"*D< ;<A;B U&H$$
8&F $*4&F 9<F M7 +9:F =9%$: 79% 8& M7 $&A:&3? J9% "&&: ;9 <AG& +99:
;<*"+D ;9 DA7 =<&" I&9I$& '9M& 8A'4 ;9 79% $*4& ;<A; 8&'A%D& ;<&7 =*$$B
6$$ 3*+<;F $&;HD <&A3 ;<& "&P; 9"&B
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 15/36
N&;&35 ! <AG& ;9 %":&3D;A": *; A": *; <AD ;9 MA4& D&"D& ;9 M&B ! 4"9= =<&"
D9M&;<*"+ MA4&D D&"D& =<&" *; X*"A%:*8$&Y 8&'A%D& =<&" ! <AG&"H;
%":&3D;99: *;F !HG& :9"& G&37 I993$7B ><& 3&DI9"D& *D5 ! A$D9 %":&3D;A":
A":.. ! A$D9 "&&: ;9 %":&3D;A": A" *"G&D;M&"; A": MA4& D%3& *; MA4&D
D&"D& A": *D D9M&;<*"+ ! 'A" &PI$A*" A": 79% 'A" %":&3D;A":B J9%
<AG& ;9 A:: %I 9"& I$%D 9"& A": A <A$# ;9 &E%A$ ;=9F A": *# *;HD
A''&I;A8$& ;9 79%F A": =<&" 79% 'A" DA7 =<A; =&H3& :9*"+ *" ;&3MD 79%
A": ! %":&3D;A":F =&H$$ 4"9= ;<A; *; MA4&D D&"D& ;9 79%B
2&"3*'45 ><A; 9"& *D 3&A$$7 +99:B T9= =&H3& +&;;*"+ D9M&=<&3&B J9%H3& +&;;*"+
8&;;&3 AD 79% =3*;&B )9 ;<*D *D 3&A$$7 +99:B U9=&G&3F ;<&3&HD A D4*$$ !
=A"; ;9 ;&$$ 79% A89%;F *;HD *" N&3D%AD*9" VA';93F *;HD M93& A:GA"'&:F 8%;
$&; M& Q%D; ;&$$ *; ;9 79% 3&A$ E%*'4B ! :9"H; <AG& ;*M& ;9 .. ! 'A"H; +&; *";9
*; ;99 #A3 8%; ! =A"; 79% ;9 4"9= A89%; ;<*DB !# 79% AD4 D9M&9"&F #93
&PAMI$&F ;<& +%7 DA7DF `! 4"9= =<&" *; MA4&D D&"D& =<&" *; A::D %IaF
;<&" 79% M*+<; =A"; ;9 DA7 ;9 ;<&MF `A": <9= :9 79% 4"9= =<&" *;
A::D %I? !D *; D9M&;<*"+ 79% D&& 93 79% <&A3 93 79% #&&$?a
6": ;<& +%7 M*+<; DA7F =&$$F 79% 4"9=F 9# '9%3D& ! D&& *;B 6": 79% DA7F
9# '9%3D&F ;<A;HD &PA';$7 3*+<;B 6": <9= MA"7 ;*M&D :9 79% "&&: ;9 D&&
*; ;9 8& '9"G*"'&:? 6": =*;< ;<9D& ;=9 E%&D;*9"DF 79%H$$ *MM&:*A;&$7
<AG& ;<&*3 #%;%3& D;3A;&+7B J9%H$$ 4"9= &PA';$7 =<A; *; *D A": !H$$ DA7 *;
3*+<; "9= D9 79%HG& +9; *; 9" 3&'93:*"+ 8%; !HM "9; +9*"+ ;9 :&$G& *";9 *;
:&&I$7F 8%; <&3& A3& ;<& #9$$9=*"+ 9I;*9"D5 ><& I&3D9" =*$$ 3&DI9": ;9
79%3 #*3D; E%&D;*9" =<&" 79% AD4&:F #93 &PAMI$&F <9= :9 79% 4"9=
=<&" *; A::D %I? ><&7H$$ 3&DI9":F *;HD D9M&;<*"+ ! D&&F *;HD D9M&;<*"+ !
#&&$F *;HD D9M&;<*"+ ! 3&A:F 93 *;HD D9M&;<*"+ ! :9B 6": ! $%MI :9 A":
#&&$ *";9 ;<& DAM& 'A;&+937 %D%A$$7F D9 *;HD D&&F <&A3F 3&A:F :9 93 #&&$B
)9 ;<A; *D ;<& .. 79%H$$ +&; 9"& 9# ;<9D& A"D=&3DB !; :9&D"H; MA;;&3 =<A;
;<&7 DA7F 79% DA7 i9# '9%3D&F ;<A;HD +3&A;B 6": <9= MA"7 ;*M&D :9 79%
<AG& ;9. ..` A": ;<&" "AM& =<A; ;<&7 Q%D; ;9$: 79%F `.. ;9 8& '9"G*"'&:?a
6": ;<&7H$$ A"D=&3 A+A*" *" 9"& 9# ;<&D& =A7DF A "%M8&3 9# ;*M&DF $*4&F
=&$$F ;<3&& ;*M&DF 93 9"'& .. *# *; DA7D 9"'&F *;HD A DI&'*A$ 'A;&+937B !# ;<&7
DA7 A "%M8&3 9# ;*M&DF 79%H$$ 4"9= 8&'A%D& 79% <&A3 A "%M8&3B ><&7
MA7 DA7 A $&"+;< 9# ;*M&B K&$$F ! <AG& ;9 D&& *; #93 A M9";< 93 #93 A
=&&4 93 #93 A 7&A3 93 #93 ;&" M*"%;&D 93 =<A;&G&3B
!# ;<&7 DA7F ! Q%D; 4"9= *; =<&" ! D&& *;F 93 9"& ;*M& .. *# ;<&7 DA7 9"& 9#
;<9D&F ;<A;HD A 'A;&+937 ;<A; ! 'A$$ A%;9MA;*' M&A"*"+ ;<A; 8AD*'A$$7 .. A$$
79% <AG& ;9 :9 *D D<9= *; ;9 ;<&MB !# *; A::D %IF ;<&7 4"9= *;F 8AMF
79%HG& +9; ;<& DA$&B L93&9G&3F X*"A%:*8$&Y ;<&7 A3& D*MI$7 $994*"+ ;9
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 16/36
MA4& D%3& D9M&;<*"+ '$*'4D *"D*:& 9# ;<&M 93 #&&$D 3*+<; 93 $994D 3*+<;B
K<&" ;<A; <AII&"DF 8AMF A$$ ;<&*3 ;3*++&3D #*3& A": ;<&7H3& 3&A:7 ;9 8%7B
><*D <AII&"D A $A3+& I&3'&";A+& 9# ;<& ;*M&B
)9 "%M8&3 9# ;*M&DF $&"+;< 9# ;*M&F A%;9MA;*'F 93 "&G&3B ><9D& A3& ;<&
#9%3 I9DD*8$& 'A;&+93*&DB T&G&3 M&A"D ;<&7H$$ DA7F 79% 4"9= =<A;F&G&37 ;*M& ;<A; ! =A"; ;9 8& '9"G*"'&: A89%; D9M&;<*"+ $*4& ;<*DF ! <AG&
;9 +9 ;<39%+< ;<& =<9$& I39'&DD A$$ 9G&3 A+A*"B ><A;HD "9; D%'< A 8A:
;<*"+B Z"'& 79% 4"9= *;F 79% 'A" &AD*$7 :9 *;B Z4A7? )9 D;%:7 ;<*D 'A$$
A+A*" A": ;<& ;3A"D'3*I;D ;9 +A*" :&&I&3 *"D*+<; *";9 ;<A;B 6": $&;HD
M9G& 9"F 8%; ;<A;HD A M93& A:GA"'&: ;&'<"*E%& 79% 'A" %D& A": 79%H3&
D&; %I #93 ;<A; ;&'<"*E%& =*;< ;<A; 3&DI9"D&B J9% 4"9=F ! +9 ;<39%+<
I398A8$7 &*+<; 93 ;&" 9# ;<9D& ;7I&D 9# ;<*"+D *" ;<& N&3D%AD*9" VA';93B
Z4A7F $&;HD +9 9"B >&$$ M& 79%3 "&P; 9"&B
@A3$5 ><A;HD *;B
2&"3*'45 Z4A7B C3&A;B
@A3$5 ><A;HD ;<& $AD; 9"&B
2&"3*'45 6<F ;<A;HD ;<& $AD; 9"& .. "9F ;<&3& *D"H;B ><&3&HD A"9;<&3 9"&B ! =A"; ;9
3&$AP 4"9=*"+ !HM *" +99: <A":DB 6<F 79% :9"H; =A"; ;9 :9 ;<A; 9"&?
@A3$5 T9F ! Q%D; '%; *; 9## 9" M7 I39'&DD93F ;<A;HD A$$B ! =A"; ;9 3&$AP 4"9=*"+
;<A; !HM *" +99: <A":D A": ! ;<A; ! 'A" 8& *" ;<A; 'A3&& I$A'& =<&" !
=AD A '<*$: =<&" &G&37;<*"+ =AD ;A4&" 'A3& 9# A": A$$ ! "&&:&: ;9 :9
=AD <AG& A +3&A; ;*M&B T9;<*"+ ;9 =9337 A89%;B 6": A';%A$$7F !H: Q%D;
I3&#&3 ;9 <&A3 79%3 3&DI9"D&B
2&"3*'45 Z4A7B X!"A%:*8$&Y A';%A$$7 <&A3 D9M&;<*"+ $*4& ;<*DF ;<A; I&3D9" *D
A$3&A:7 &$*'*;&: =*;<*" ;<&MD&$G&D &PA';$7 =<A; 79% X*"A%:*8$&Y ;9 :9 ;9
D&$$ ;<&M A": =<A; ! =9%$: :9 *D D*+< $9%:$7 A": +9F A<F =9=F ;<A; #&&$D
D9 +99:B ><A; *D D9 =&$$ I%;B J9% 4"9=F =<&" =& =&3& 4*:D A": =&
<A: ;<A; 'A3&& A;;*;%:& A": DA#&;7 A": D&'%3*;7F ! M&A"F "989:7 =AD
8*++&3 ;<A" 9%3 :A: 93 9%3 M9MF 3*+<;? 6": =& Q%D; 4"&= ;<A; ;<& D%"
39D& A": D&; 9" ;<&*3 =93:DB 6": *; =AD Q%D; A" AMAR*"+F =9":&3#%$F
A": DA#& ;*M&F "9;<*"+ ;9 =9337 A89%;B 6": !H$$ ;&$$ 79% 3*+<; "9=F AD
=& =934 ;9+&;<&3F 79% 4"9=F *;HD A $*;;$& :*##&3&";B J9%H3& A" A:%$; "9=
A": ! 3&A$$7 =&$'9M& 79%3 *"I%;F 8%; ! ;<*"4 79%H$$ <AG& ;<& #&&$*"+F ;<A;
#&&$*"+ 9#F =9=F D9M&89:7HD $994*"+ 9%; #93 M&F D9M&89:7 ;<A;
AII3&'*A;&D M&F D9M&89:7 ;<A; 8&$*&G&D *" M&F A": ! ;<*"4 AD 79%
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 17/36
&PI&3*&"'& ;<A;F *;HD ;<& 8AD*D 9# =934*"+ ;9+&;<&3 *" A =A7 ;<A; =*$$
<&$I %D ;9 M9G& #93=A3: A": ;A4& A:GA";A+& 9# &G&37 9II93;%"*;7 ;<A;
=& I9DD*8$7 'A"B !HM 3&A$$7 &P'*;&: 79% ;9$: M& ;<A;B
@A3$5 ><A;HD +3&A;B
2&"3*'45 ><A;HD I398A8$7 =<A; ! =9%$: DA7B
VA";AD;*'B K&$$F =<A; A +3&A; :A7 ;<*D *DB !HM Q%D; <&A3*"+ D%'< +99:
D;%## ! 'A"H; <A3:$7 +&; 9G&3 *;B 6": $&; M& Q%D; D&& *# ;<&3&HD A"7 ;<A; !
<AG& "9; 839%+<; %I <&3& 3&A$ E%*'4B 6":F 7&DF ;<&3& *DB S&;HD +9 ;9
N&;&3 L*'<&$D9"B 6":F 94A7F $&;HD D&& <&3&B N&;&3F 79% I9D;&:
D9M&;<*"+ &$D& <&3&F :9 79% =A"; ;9 ;&$$ M& =<A; 79% I9D;&:?
N&;&35 J&A<F 79% 4"9=F D9M&;*M&D IA;*&";D '9M& *" A": ! %D%A$$7 M&&; A "9".
&M&3+&"'7 IA;*&"; *" A I3*GA;& 9##*'& A": :9 A" *";&3G*&=F 8%;
D9M&;*M&D I&9I$& '9M& *" A": ;<&7 :9"H; 3&A$$7 4"9= =<A; ;<&7 "&&:93 ! D;A3; AD4*"+ E%&D;*9"D A": ;<&7H3& D93; 9# GA+%& 93 ;<&*3 M9;*GA;*9"D
A3& D4&;'<7 $*4&F 9<F !HM <&3& 8&'A%D& M7 =*#& MA:& ;<& AII9*";M&";B
Z3 D9M&;<*"+ $*4& ;<A;B Z3F ! :9"H; <AG& A"7 I398$&MDF ! Q%D; =A"; A
'$&A"*"+ A": A '<&'4 %IB
)9 !HM =9":&3*"+ *# ! 'A" Q%D; M9G& ;9 $*4& A '$*"*'A$ D&;;*"+ A; ;<A;
I9*"; A": D;A3; D<9=*"+ ;<*"+D A $*;;$& 8*; A": +&;;*"+ *" I398$&M D;A;&
E%&D;*9"D A": IA'*"+ E%&D;*9"D ;<&3& =*;<F 79% 4"9=F Q%D; A $*;;$& 8*; 9#
&:%'A;*9"F *# ;<A;HD A" AII39I3*A;& =A7 ;9 :9 ;<*"+DB
2&"3*'45 ! ;<*"4 *;HD A 83*$$*A"; =A7 ;9 :9 ;<*"+D A": ;<& $*"& 9# E%&D;*9"*"+
79%H3& %D*"+ <&3& *D DI9; 9"B O&A$$7F 3&A$$7 +99:B !HG& =934&: =*;< A
"%M8&3 9# :&";*D;D A": '9DM&;*' D%3+&9"D A": ;<*"+D 9G&3 ;<& 7&A3D
A": <AG& 9"& 9# ;<& 8*+ +%7D *" M7 '9A'<*"+ +39%IF =9":&3#%$ MA"F
A": ;<&D& 4*":D 9# E%&D;*9"D A3& .. ;<*D *D DI9; 9"B ><*D *D 3&A$$7 "*'&F
3&A$$7F 3&A$$7 "*'&B
!" 9;<&3 =93:DF 9"& 9# ;<& ;<*"+D ;<A; =& 'A" ADD%M& *# ;<*D *D ;<&
=93:*"+ ;<A; 79% <&A3 #39M A IA;*&";F #93 &PAMI$&F ;<A; DA7DF ! Q%D; =A";
A '$&A"*"+ A": A '<&'4 %IB Z4A7F =&$$ ;<&" <&HD M9G*"+ A=A7 #39MB U& =A";D A '<&'4%I ;9 D&& *# ;<&3&HD A"7;<*"+ =39"+ D9 ;<A; <& 'A" A; $&AD;
'9"#*3M ;<&3&HD "9;<*"+ &$D& =39"+B U&HD M9G*"+ A=A7 #39M "9; <AG*"+
;9 =9337 A89%; ;<& #A'; ;<A; <& <AD"H; '9M& *" A": D&&" A :9';93 *"
D9M& ;*M&B
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 18/36
)9 9"'& <& +&;D ;<39%+< A": DA7DF 7%IF 7%IF &G&37;<*"+HD #*"&F ;<&" 9##
<& +9&DB )9F 79%3 Q98 *DF 98G*9%D$7F ;9 MA4& D%3& ;<A; <*D M9%;< *D #*"&
A": *# *;HD "9; #*"&F ;<&" ;9 <&$I <*M ;9 +&; *; ;9 8& #*"&F A": *" D9 :9*"+F
MA4& <*M <AII7 A": 79% =&A$;<*&3B )9 ;<A;HD &PA';$7 3*+<;B J9% 4"9=F
*;HD #%""7F =<&" 79% ;A$4 ;9 :9';93DF A $9; 9# ;<&M :9"H; =A"; ;9 A:M*;
;<A; ;<&7H3& *" ;<*D #93 M9"&7 AD =&$$B !HG& <A: M*"*D;&3D ;A4& M7
;3A*"*"+ 8]& A": 79% 9%+<; ;9 D&& ;<&M DE%*3M =<&" ! ;A$4 A89%;
=<A; ;9 DA7 #39M ;<& I%$I*; ;9 MA4& M93& M9"&7B
><&7 Q%D; DE%*3MF MA"B !HM $*4&F =&$$F =<7 &$D& A3& 79% <&3&? K&$$F 79%
4"9=F *" M7 =934 =& :9 IAD;93A$ '9%"D&$*"+ A": 79% 4"9=F ! =A"; ;9
<&$I I&9I$& ;9 .. ! DA7F 7&A<F 7&A<F ;<&" +9 &"39$$ *" '$*"*'A$ ;3A*"*"+B
K<7 A3&"H; 79% *" 9"& 9# ;<9D&? K&$$F 8&'A%D& 79%H3& ;<& 3&'9+"*R&:
&PI&3;B 6<AF 94A7F =&$$ ;<&" 3&'9+"*R& M7 &PI&3;*D&B ! 4"9= =<A; !HM
D&&*"+ =<&" ! D&& *;B T9= $&; M& <&$I 79%B ><&3&HD "9;<*"+ =39"+
=*;< 79% X*"A%:*8$&Y A": 79% :*:"H; DA7 ;<*DF D9 !HM Q%D; <AG*"+ A +99:
;*M& ;9"*+<;B
><&3&HD "9;<*"+ =39"+ =*;< &G&3789:7 :9*"+ =&$$ A": &G&3789:7
3&'&*G*"+ 8&"&#*;DB Z# ;<A; !HM G&37 '9"G*"'&: A": 79%3 $A"+%A+*"+ <&3&
*D DI9; 9"B ><&3&HD "9; 9"& 3&AD9" *" ;<& =93$: =<7 79% D<9%$:"H; :9
;<A; A": *" M7 9I*"*9"F ;<A;HD 9"& 8*+ +*A"; IA'&B )9 ;<& I&3D9" +9&DF
A<F +99:F !HG& +9; A +%7 ;<A;HD $*D;&"*"+ ;9 M&B S&;HD M9G& 9"B 6": "9=
=<&" 79% +9 9" A": 79% D;A3; ;<A; 4*": 9# I398*"+F D<A$$ ! DA7F
E%&D;*9"DF ! M&A"F M7 +99:"&DDF ;<& I&3D9"HD 3&A$$7 +9*"+ ;9 8& .. 3&A$$7
+9*"+ ;9 8& I$&AD&: ;<A; 79%H3& :9*"+ ;<*"+D ;<& =A7 ;<A; MA4&D <*M
<AII7 A": +&;D 3&D%$;D #93 &G&3789:7B )9F 3&A$$7 +99:B O&A$$7F 3&A$$7
+99:B J9%H3& DI9; 9" ;<& M9"&7F !jM ;<3*$$&: =*;< =<A; !HM D&&*"+B
O&A$$7 +3&A;B
6": $&;HD ;A4& A $994 A; O*'<A3:HD =934 <&3&B O*'<A3:F A3& 79% ;<&3&?
O*'<A3:5 J&DB
2&"3*'45 K<7 :9"H; 79% ;A$4 M& ;<39%+< ;<& #*3D; IA3; 9# ;<*D =*;< M&?
O*'<A3:5 Z4A7F D9 ;<& $AD; 9"&F *# =& D;9II&: &A3$*&3 =<&3& 79% DA*:F <9= :*: 79%
4"9=? ><*D *D M7 3&DI9"D&5 ! 4"9=F A": ! 4"&=F 8&'A%D& "9; $9"+ A+9 !
<A: 9;<&3D D*; *" ;<A; G&37 '<A*3F ;<A; ;<39%+< %D*"+ 9%3 D7D;&M 8&'AM&
:&8; 8*$$ #3&&F "9= A8$& ;9 83*"+ ;<& 8&D; 83&A: 9";9 ;<& ;A8$&F A+&";D
=<9 8]& =&3& D'A3&: 9# I*'4*"+ %I ;<& I<9"&F 9" ;<& G&3+& 9# &P*;*"+
;<& *":%D;37 ;<A; "9=F AD A 3&D%$; 9# ;<&*3 :&'*D*9" ;9 Q9*" 9%3 ;&AMF A":
"9= A3& A8$& ;9 83*"+ ;<& 8&D; 83&A: ;9 ;<& ;A8$& ;<39%+< $&A3"*"+ 9%3
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 19/36
%"*E%& D4*$$ D7D;&MF "9= A8$& ;9 8& ;<& I39%: #AM*$7 I39G*:&3F =A$4*"+
=*;< ;<A; D=A++&3 9# I39#&DD*9"A$ I3*:& ;<A; '9M&D #39M 8&*"+ A =*""&3
*" ;<*D *":%D;37F D;A":*"+ *" A" *":&D;3%';*8$& I$A'& =*;<*" *;F
D9M&;<*"+ !HM +%&DD*"+ 79%H: =A"; #93 79%3D&$# *# !HM "9; M*D;A4&"B
2&"3*'45 k&37 "*'& %D& 9# M&;AI<93 A": $A"+%A+*"+B k&37F G&37 "*'&F O*'<A3:F3&A$$7 +99:B O&A$$7 "*'&B 6": 79%H3& ;9%'<*"+ D9M&89:7 ;<&3& =<9HD
'<%'4$*"+ AD =&$$B k&37 "*'&$7 :9"&B 6": ;<& "&P; 9"&?
O*'<A3:5 6D =& =934 ;9+&;<&3 ;9 *"'3&AD& 79%3 *"'9M& A": 4&&I 79% D;A8$& *"
;<*D *":%D;37F 8&'A%D& 9# 79%3 '9"G&3D*9" 9# 9%3 %"*E%& $&A: D;3&AMF
79%H$$ 8&+*" ;9 &"Q97 ...
2&"3*'45 KA*;F ! Q%D; <AG& ;9 83*"+ %IF ;9 &G&3789:7 $*D;&"*"+ A": %":&3D;A":*"+
A": =A";*"+ ;9 %":&3D;A": ;<*D ..79%H3& <&A3*"+ I3&D%II9D*;*9"D .. A":
;<*D *D =<&3& !HM =A";*"+ 79% ;9 +9 *" ;*M& AD 79% I3A';*'&F 94A7F 8%; ADO*'<A3: DA7DF i6D =& =934 ;9+&;<&3 ;9 *"'3&AD& 79%3 *"'9M& A": 4&&I
79% D;A8$& *" ;<*D *":%D;37H .. 9# '9%3D&F =<A;HD ;<& 8*+ I3&D%II9D*;*9"
;<&3&? !# 79% :9"H; =934 =*;< M&F 79%H3& "9; +9*"+ ;9 8& D;A8$&B ><A;HD
=<A; <& <AD ;9 <&A3B
S*4& ;<& 3&A$$7 8A: Q94&D ;<A; ! <&A3: #39M 9"& 9# M7 ;&A'<&3DF 79% <AG&
;9 <&A3 ;<& 9;<&3 D*:& 9# ;<A;B ><&D& A3& I3&D%II9D*;*9"D *" =<*'< ;<&
I&3D9" *D DA7*"+ *; ;<&MD&$G&D A": ;<&3]& *;HD &G&" M93& I39#9%":B
Z4A7F O*'<A3:F 4&&I 9"B
O*'<A3:5 C3&A;B \&'A%D& 9# 79%3 '9"G&3D*9" 9# 9%3 %"*E%& $&A: D;3&AMF 79%H$$
8&+*" ;9 &"Q97 A #%3;<&3 AII3&'*A;*9" #93 ;<& :&&I&3 3&AD9"D 79%
:&'*:&: ;9 Q9*" 9%3 ;&AMF 3&AD9"D 79% MA7 "9; &G&" 8& '9"D'*9%D 9#
7&;F D9 AD 79% '9";*"%& ;9 :=&$$ 9" <9= $*#& =9%$: 8& :*##&3&";F $&;HD
Q%D; ;3AG&$ *" ;*M& #93 A M9M&"; *" ;<& "9; ;99 :*D;A"; #%;%3& =<&" ;<A;
D%''&DD *D 79%3 $*G*"+ 3&A$*;7 <&3& =<*$& 79%H3& %D*"+ 9%3 D7D;&MDF 8&*"+
M&";93&: *" ;<& G&37 8&D; 3&A$ &D;A;& D;3A;&+*&DF A": AD 79% :9 ;<A; !
=A"; 79% ;9 8&+*" ;9 D&& 79%3D&$# AD ;<& 83&A: =*""&3F ;<& <&39 ;<A; 79%
4"9= 79% 'A" 8&F A": *MA+*"& $994*"+ ;<39%+< 79%3 9=" &7&DF 3*+<;
"9=F D&&*"+ 79%3D&$# AD ;<A; I&3I&;%A$ *":%D;37 =*""&3B 6": ;9+&;<&3AD =& I39+3&DD ;<39%+< ;<*DF ! =A"; 79% ;9 83*"+ ;<A; I*';%3& '$9D&3F
MA4& *; 83*+<;&3F MA4& *; M93& 3&A$ &A'< :A7 =934*"+ =*;< M&B K&H$$ :9
;<A; &PA';$7 #93 79%F ;9 4&&I ;<A; '*3'%$A;*"+ *" ;<& 8A'4 9# 79%3 M*": AD
=& 8%*$: 9" *;F AD =& ;A4& 79% ;<39%+< 9%3 9##*'&B
2&"3*'45 Z4A7B K&$$F ;<A;HD A MAD;&3 X*"A%:*8$&Y #93 &G&3789:7B k&37F G&37 =&$$
:9"&B ! =9%$: 9"$7 DA7F O*'<A3:F D<93;&" *; %I A 8*;B Z4A7? \%; 9;<&3
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 20/36
;<A" ;<A;F *;HD Q%D; .. =<9&G&3 <&A3D ;<A;F ;<&*3 &7&D =*$$ +$AR& 9G&3F ;<&*3
<A":D =*$$ 3A*D& *MM&:*A;&$7 *";9 ;<& #%$$ 9" 3989; I9D*;*9"F A": ;<&7H$$
DA7F 7&DF MAD;&3F ! =*$$ 98&7F A": 79%H$$ ;A4& ;<&M ;9 ;<& 9##*'& A":
;<&7H$$ 8& D*+"*"+ %IB ! M&A"F ;<*D *D 3&A$ I39#9%": D%++&D;*9" D4*$$ AD
79%H3& 3&A:*"+ ;<*DB
6 $*;;$& D<93;&3F O*'<A3:F ! ;<*"4 =9%$: 8& 8&;;&3F 8%; 9" ;9I 9# ;<A;F 9#
'9%3D& ! 'A"H; 4"9= ;<& 3AII93; A": &G&37;<*"+ &$D& ;<A; 'AM& 8]&F D9
*; M*+<; Q%D; 8& I&3#&';B \%; ! =9%$: I398A8$7 3&'9MM&": Q%D; A ;*"7 8*;
D<93;&3B \%; *;HD G&37F G&37 "*'&B
6$$ 3*+<;F ! ;<*"4 =&HG& +9"& ;<39%+< A$$ 9# ;<& ;<*"+D ;<A; =&3& I9D;&:
A": D9 .. A": !HM Q%D; 3&A$$7 *MI3&DD&:B !HM <&A3*"+ &G&3789:7 :9*"+
3&A$$7 +99: =*;< ;<&D& D4*$$DB
T9=F $&;HD +9 ;9 ;<& #&= ;<*"+D ;<A; !H: $*4& ;9 '9G&3 =*;< 79% ;9:A7 A":! =A"; ;9 D;A3; 9## 87 :*DI&$$*"+ =<A; ! 8&$*&G& ;9 8& D9M& 9# ;<& 8*++&D;
M7;<D 9# D&$$*"+ A": ;9 M& 9"& 9# ;<& G&37 8*++&D; M7;<D 9# D&$$*"+ *D
;<& <933*#*' *:&A ;<A; D&$$*"+ *D A89%; '$9D*"+B !;HD "9;B
)&$$*"+ *D A89%; I&3D%A:*"+B N&3D%A:*"+ *D "9; A89%; '$9D*"+B @$9D*"+ *D
A "A;%3A$ ;<*"+ ;<A; <AII&"D =<&" I&9I$& A3& D9$:F =<&" ;<&7H3&
I&3D%A:&:F =<&" ;<&7H3& '9"G*"'&:F ;9 ;A$4 $*4& _A7 683A<AMB
!# A I&3D9" *D '9"G*"'&: 87 =<A; 79%HG& DA*:F *# ;<&7H3& +&"%*"&$7
I&3D%A:&: .. "9; I&3D%A:&: AD *"F A$$ 3*+<;F ! +%&DDB ! M&A"F $*4& ;<&3&HD
A +&"%*"& #93'& =*;<*" ;<&M DA7*"+F =9=F ! =A"; ;<*DF ;<*D *D +99:B !#
;<&3&HD ;<A; ;<&3&F ;<&" ;<&7 <AG& 8&&" D9 D;39"+$7 M9G&: #39M ;<&
*"D*:& 9%;F ;<&7 =*$$ 8& AD4*"+ 79% <9= :9 ! :9 ;<*D =*;< 79%? U9= 'A"
! MA4& ;<*D <AII&"?
6": ;<A;HD =<&3& ! ;<*"4 79%H3& +9*"+ ;9 D&& 3&A$$7 :7"AM*' 3&D%$;D #39M
%D*"+ ;<&D& 4*":D 9# D4*$$DB !# 79% <AG& 4*": 9# 8&&" 9# ;<& ;<&937 ;<A;F
79% 4"9=F 9$: #AD<*9"&: D&$$*"+F 79% 4"9=F 79%HG& +9; ;9 :9 ;<&
A;;&";*9"F *";&3&D;F '9"G*';*9"F :&D*3&F '$9D&F 79% 4"9=F =&$$ ;<&" ! 'A"
Q%D; ;&$$ 79% ;<A; 79% "&&: ;9 4*": 9# 83*"+ *; 9" %I *";9 ;<& '%33&";
:A;& %D*"+ ;<& D;A;& 9# ;<& A3; D;3A;&+*&DB !# ! =&3& ;9 +9 8A'4 A": ;A$4
A89%; A;;&";*9"F *";&3&D;F '9"G*';*9"F :&D*3&F '$9D&F ! =9%$:"H; D;9I A;
'$9D&B ! =9%$: +9 #39M .. !H: I398A8$7 'A$$ *;F 79% 4"9=F ;3A"DA';*9"
'9MI$&;*9"F "9; '$9D&F ;<&" ! =9%$: ;A$4 A89%; 93:&3 #%$#*$$M&";F ;<&" !
=9%$: ;A$4 A89%; D&3G*'& A": ;<&" ! =9%$: ;A$4 A89%; 3&#&33A$D A": M7
I39'&DD =9%$: "9; D;9I A; '$9D&B \&'A%D& ;<A;HD 8&&" ;<& #3AM& ;<A;HD
8&&" D&; #93 D&$$*"+ #93 A$$ ;<&D&F 79% 4"9=F <%":3&: 93 M93& 7&A3DF
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 21/36
;<A;HD =<A; I&9I$& ;<*"4 ;<A; ;<&7 <AG& ;9 :9 ;<*D ;<*"+F ;<*D :9+ A":
I9"7 D<9=F =<&3& ;<&7 <AG& ;9 '$9D& I&9I$&F A": 79% :9 "9;B J9% :9
"9;B
! 'A" ;&$$ 79% ;<A; =<A; !HM +9*"+ ;9 +&; 79% ;9 :9 ;9:A7 #93 '$9D*"+ *D
=<A; ! :9 A": ;7I*'A$$7 *# !HM ;<A; #A3 A$9"+ ;<A; !HM A; ;<& I9*"; 9#AD4*"+F ! A$M9D; +&; &G&3789:7 ;9 8%7 #39M M&B T9; A$=A7DF 8%; ;<A;HD
94A7 =*;< M&B ! DA7F *# !HM ;9 ;<& I9*"; 9# AD4*"+ 8&'A%D& ! MA7 <AG&
#9%": 9%; G&37 &A3$7 9"F ;<&3& *D "9; A 3&AD9" #93 %D ;9 I39'&&:B !# !
<AG& #9%": ;<A; 9%;F ! I9$*;&$7 +&; 9%; 9# ;<& #%3;<&3 '9"G&3DA;*9" A": !
+9 9" ;9 ;<& "&P; I&3D9" =<9 M*+<; <AG& A" 9II93;%"*;7 ;9 8%7 #39M
M& 93 ;<A; ! 'A" 8&"&#*; *" D9M& =A7 A": ;<&7 'A" 8&"&#*; M& *" D9M&
=A7B
)9 ;<A;HD ;<& 4*": 9# ;<*"+ ;<A; ! 'A" ;&$$ 79% 3*+<; "9= ! <AG& 8&&" A8$&
;9 :9 A": *# 79% =*$$ A:9I; M7 ;<*"4*"+ D;3A;&+*&D 9" ;<*DF ! 'A"+%A3A";7 79% ;<A; 79%H$$ <AG& 3&A$ D%''&DD =*;< *; AD =&$$B S&; M& +*G&
79% A" &PAMI$& 9# ;<*DB L7 :A%+<;&3 =<9HD /- *D D&$$*"+ A MA$$ A": D<&
D&$$D <A*3 '%3$&3DB !# 79%HG& &G&3 +9"& *";9 A MA$$ A": 79%HG& D&&" ;<&D&
<A*3 '%3$&3D ;<A; ;<&7 D&$$ #93 ;=9 93 ;<3&& ;*M&D =<A; <A*3 '%3$&3D D&$$ *"
D;93&DF ;<A;HD =<A; D<&HD :9*"+B )<&HD MA"A+*"+ ;<& 89%;*E%& A": D<& *D
;<& "%M8&3 9"& DA$&D I&3D9"F *D *; A"7 =9":&3B
!HM G&37 *MI3&DD&: =*;< *;B 6D D<& =AD &PI$A*"*"+ ;9 M& =<A; =AD
+9*"+ 9" *" ;<*D D;93&F ! <&A3: A IA;;&3" !HG& <&A3: MA"7 ;*M&D *" M7
$*#& A": ! DA*:F k*';93*AF 8& I3&IA3&: ;9 8& #*3&:B ><&7H3& +9*"+ ;9 #*3&79%F *# "9; 3*+<; "9=F G&37 E%*'4$7F 8%; ;<&7H3& +9*"+ ;9 #*3& 79%B 6":
D<& DA*:F 94A7F A$$ 3*+<;B )9 ;<& "&P; :A7 D<& 'A$$D M& %I A": D<& DA7DF
:A:F 79% 4"9= 79% ;<9%+<; ! =AD +9*"+ ;9 +&; #*3&:F 8%; ! ;A$4&: M7 =A7
*";9 8&*"+ ;<& MA"A+&3B ><&7 :*:"H; #*3& M&B ! DA*:F k*';93*AF 79% =*$$
8& #*3&:B !;HD 9"$7 A MA;;&3 9# =<&"B >3%D; M&F *# 79%H3& 3&I93;*"+ *;
A''%3A;&$7F ;<& $A"+%A+& !HM <&A3*"+F ;<&7 =*$$ '9M& %I =*;< D9M&;<*"+
A": 79% =*$$ 8& #*3&:B K&$$F D%3& &"9%+<F A89%; A =&&4 93 ;=9 =&&4D
$A;&3 ;<&7 #*3&: <&3B
)9 ;=9 93 ;<3&& =&&4D =&"; 87 A": ;<& 9="&3 A": <*D =*#&F ;<& =*#& =AD ;<& 9"& ;<A; #*3&: <&3F ;<& <%D8A": 'A$$&: <&3 %I A": DA*:F =&H:
$*4& 79% ;9 '9M& A": ;A$4 =*;< %DB K&H: $*4& ;9 9##&3 79% 79%3 I9D*;*9"
8A'4F 8%; ;<&" <& I39'&&:&: ;9 9##&3 <&3 $&DDB K&$$F 8]& D<& =&";F !
;A$4&: =*;< <&3B 6": ! *"D;3%';&: <&3 ;9 DA7 D9M&;<*"+ $*4& ;<*D5 LA7 !
AD4 79%F D*3F =<7 79% 'A$$&: M& 8A'4? K<7 :9 79% =A"; M& ;9 +9 ;9
=934 #93 79%? Z# '9%3D&F ! 4"&= ;<& A"D=&3 ;9 ;<A; *D 8&'A%D& D<&HD
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 22/36
;<&*3 "%M8&3 9"& I39:%'&3B )9 <& DA*:F =&$$F 79% =&3& ;<& "%M8&3 9"&
I39:%'&3B 6": =& =9%$: $*4& ;9 <AG& ;<A; .. =&H: $*4& ;9 .. =& ;<9%+<;
MA78& 79%H: 3&A$$7 $*4& ;9 '9";*"%& 9" <&3&B
6": ! *"D;3%';&: <&3 ;9 DA7F A": =<7 :9 79% ;<*"4 *; *D ;<A; =9%$: $*4&
;9 '9";*"%& ;9 =934 <&3&? C*G&" ;<& I398$&MDF 79% 4"9=F ;<A; !HG& <A:;9 +9 ;<39%+<B d":&3D;A": ;<A; !HM /- 7&A3D 9$:B \%; 87 ;<& DAM&
;94&"F ! :&I&": 9" M7 Q98 A": 79% ;3&A;&: M& AD *# M7 Q98 :*:"H;
MA;;&3B J9% ;&3M*"A;&: M&B K<7 *D *; 79% ;<*"4 ;<A; ! =9%$: =A"; ;9
'9M& 8A'4?
6": k*';93*A DA*:F =&$$F ! 'A"H; ;A$4 ;9 <*M $*4& ;<A;F ;<A;HD "9; I9$*;&B
6": ! DA*:F 7&DF *; *D M9D; I9$*;&B 6": 79% A8D9$%;&$7 'A" ;A$4 ;9 <*M
$*4& ;<A;B ! =A"; 79% ;9 +9 *" A": MA4& ;<*D A +AM&B !; :9&D"H; MA;;&3 *#
79% =*" 93 $9D&F *;HD A +AM&B >3%D; M&F 79%H$$ =*"F 8%; *;HD A +AM&B 6":
D9 D<& DA*:F A$$ 3*+<;F :A:B 6": D<& ;3%D;&: M& A": D<& 4&I; 9"B 6":;<& +%7 DA*:F =&$$F !HM ;<*"4*"+ 79% M*+<; =A"; ;9 =934 <&3& 8&'A%D&
79% '9%$: %D& ;<& M9"&7B ! DA*:F ;<&" ;&$$ <*M ;<& ;3%;<F ;<A; ;<&3& A3&
;<3&& 9;<&3 D;93&D G7*"+ #93 79% 3*+<; "9= A$$ 9# =<*'< =*$$ IA7 &E%A$$7
AD +99: *# "9; 8&;;&3 A": D&& =<A; <& DA7D ;9 ;<A;B 6": <&3&HD =<A; <&HD
+9*"+ ;9 DA7B 6; &G&37 D;&I ! ;9$: <&3 =<A; ;9 DA7 A": A; &G&37 D;&I <&
I3&;;7 M%'< :*: &PA';$7 =<A; ! DA*: <& =9%$: :9B
6": ;<& "&; 3&D%$; =ADF *D <& =AD 3&:%'&: ;9 "9;<*"+ *" A89%; #*G&
M*"%;&D #$A;B !; D9%":&: $*4& ;<*D5 K<7 :9 79% =A"; M& ;9.. =<7 A3&
79% ;<*"4*"+ ! =9%$: =A"; ;9 =934 <&3& A+A*" A#;&3 A$$ ;<& I398$&MD;<A; !HG& +9"& ;<39%+<F ! M&A"F A#;&3 A$$F !HM 9"$7 /- 8%; ! '9%"; 9" M7
Q98 A": ! "&&: ;<& M9"&7B !HM ;A4*"+ A:GA"'&: '9$$&+& '$ADD&D AD A
D9I<9M93& *" <*+< D'<99$ A": 87 ;<& ;*M& ! +3A:%A;& <*+< D'<99$ !H$$
<AG& A" 66 :&+3&&F <A$# =A7 ;<39%+< M7 %"*G&3D*;7 A": ! :9"H; <AG&
;*M& #93 +AM&DB )9 =<7 *D *; ;<A; 79% ;<*"4 ! =9%$: =A"; ;9 =934 <&3&?
6": <& DA*:F =&$$F 8&'A%D& =& 4"9= 79% &A3"&: +99: M9"&7 <&3& A":
=& ;<*"4 79% M*+<; $*4& ;9 :9 *; A+A*"B
)<& 3&DI9":&:F ;<&3&HD "9= ;<3&& 9;<&3 '9MIA"*&D A$$ G7*"+ #93 M& ;9
+9 ;9 =934 #93 ;<&M A": !HM =A*;*"+ #93 ;<& $AD; 9"& ;9 +*G& M& A" 9##&3B!HG& +9; ;=9 9;<&3 9##&3D ;<A; &E%A$ 79%3DB )9F $&; M& Q%D; AD4 79%
A"9;<&3 '9%I$& 9# E%&D;*9"DB V*3D; 9# A$$F =<7 :*: 79% #*3& M&? 6": ;<&
3&DI9"D& =AD .. A": ;<&7 DA*:F =&$$F 8&'A%D& 79% =&3&"H; &PA';$7
#9$$9=*"+ ;<& 3%$&DB Z4A7F A": <9= <AG& ;<9D& 3%$&D 8&'9M& D9
*"D*+"*#*'A"; A": %"*MI93;A"; ;9 79% "9= ;<A; 79%H3& "9= =*$$*"+ ;9
<*3& M& 8A'4 A+A*"? ><A; 'A%D&: ;<& +%7 ;9 +9F %<F A": <& +9&DF =&$$F
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 23/36
=& 3&A$$7 "&&: ;<& DA$&DB 6": D<& DA*:F $994F $&G&$ =*;< M& <&3&B K<A;
*D *; ;<A; 79%H3& 3&A$$7 X*"A%:*8$&Y A": &##&';*G& A3& "9; D9 M%'< ;<A;
A"7M93&? 6": <*D 3&DI9"D& =AD ;9 D;AMM&3 A": D;%;;&3B 6": <&3
3&DI9"D& =ADF *# 79% =A"; ;9 <*3& M& 8A'4F ;<&" *;H$$ 8& %":&3 ;<&D&
'9":*;*9"D5 79%H3& +9*"+ ;9 IA7 M& M93& M9"&7F 79%H3& +9*"+ ;9
3&*"D;A;& M& AD .. !HM +9*"+ ;9 8& IA*: A D&IA3A;& 9G&33*:& #93 &G&37 DA$&
;<A; <AII&"D *" ;<*D 4*9D4 A": 79% "&&: ;9 ;&$$ M& &PA';$7 =<A; 79%
=A"; #39M M& ;9 MA4& ;<*D <AII&"B ! "&&: ;9 4"9= &PA';$7 =<A; 79%
=A";B ! 3&A$*R& DA$&D *D A 8*+ 9"&F 8%; *# A$$ ;<&D& ;<*"+D A3&"H; I3&D&";F
!H$$ A''&I; 9"& 9# M7 9;<&3 9##&3DB
><&7 M&; <&3 9" &G&37 9"& 9# <&3 :&MA":D X*"A%:*8$&YB ><&7 +AG& <&3
$&DD '9MM*DD*9" ;<A" ! ;9$: <&3 ;9 AD4 #93 A": D<& 'AG&: *" 9" ;<A; 9"&B
! ;9$: <&3 <9= I39%: ! =AD 9# <&3 A": <9= +3&A; D<& :*: 8%; ;<& #A'; *DF
*D ;<A; A$$ D<& =9%$: <AG& <A: ;9 :9 *D Q%D; =A*; 8&'A%D& A I3&D&";A;*9"
:9"& 3*+<; =*$$ 'A%D& ;<& I&3D9" ;9 DA7F =&$$F A$$ 3*+<;F ! =A"; ;9 :9 ;<*DF
<9= :9 ! :9 *;? !;HD "9; A89%; '$9D*"+B
6"7 ;*M& 79% ;<*"4 *; *DF 79%H3& =39"+B !;HD "9; A89%; '$9D*"+B ! ;A%+<;
<&3 <9= ;9 :9 ;<*D DAM& ;<*"+ =*;< I&9I$&HD <A*3F A": 9# '9%3D& ;<&
'9MIA"7 3&'9MM&":D ;<A; 79% :9 ;<*D $*;;$& D9"+ A": :A"'&F :9+ A":
I9"7 D<9=F A": ;<&" AD4F =9%$: 79% $*4& M& ;9 IA'4A+& 9"& %I #93 79%
3*+<; "9=? Z3 D9M& D%'< "9"D&"D&B ! DA*:F "9F "9F "9F :9"H; :9 ;<A;B
K<A; 79%H3& +9*"+ ;9 :9 *D 79%H3& +9*"+ ;9 DA7 ;<*DB
U9= :9 79% $*4& ;<& =A7 79% $994? WG&379"&HD +9*"+ ;9 $*4& ;<& =A7;<&7 $994B K&$$F ! $9G& *;B ><A;HD 3*+<;F 79% :9B K9%$:"H; *; 8& +3&A; ;9
<AG& ;<*D $994 A$$ ;<& ;*M&F A"7 ;*M& 79% =A";&:F AD &AD7 A": AD E%*'4$7
AD =&HG& Q%D; :9"& *; <&3&? J&DF *; =9%$:B U9= 'A" ! +&; 9"&? UA": M&
79%3 '3&:*; 'A3:B !H$$ I%; ;<*D 9" 79%3 'A3:F *;HD 9"$7 ],1B1^B )<& DA7DF
79% M&A"F ! :9"H; <AG& ;9 AD4? ! DA*:F "9F 79% :9"H;B 6": *# 79% AD4F
79%H3& :9*"+ =39"+B )9 D<&HD ;<& "%M8&3 9"& I39:%'&3 %D*"+ ;<&D&
&PA'; D;3A;&+*&DB J9% :9"H; <AG& ;9 +9 9%; A": 8&A; I&9I$& 9G&3 ;<&
<&A:B
)9 !HM 3&A$$7 <9I*"+ ;<A; ;<39%+< ;<&D& &PAMI$&D A": D;93*&D A": A$$;<A; 79%H3& D&&*"+ ;<& $*+<; 9# :A7 <&3&B S&; M& :9 9"& M93& #93 79%B
N$&AD& I%; 79%3D&$# *" ;<& I9D*;*9" 9# A I&3D9" +9*"+ 9%; ;9 8%7
D9M&;<*"+B 6": AD ;<A; I&3D9" +9*"+ 9%; ;9 8%7F <9= :9 79% #&&$ *# A
I&3D9" *D DA7*"+ ;9 79%F <9= MA"7 =9%$: 79% $*4& 9# ;<A; ;9:A7F L3DB
)M*;<? L3B )M*;<F =9%$: 79% $*4& M& ;9 IA'4A+& 9"& 93 ;=9 %I #93 79%?
K<A;HD 79%3 +%; 3&A';*9"?
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 24/36
K<9&G&3 Q%D; D<%; ;<&*3 :993F ;<A;HD &PA';$7 M7 3&A';*9" *D ;9 D<%; ;<&
:993B ! :9"H; 4"9=F MA78& 79% 9I&"&: *;F 8%; *; =AD A +99: '<A"'& #93
M& ;9 %D& ;<& "9*D& *" ;<& 8A'4+39%": ;<&3&B
)9F ;<& M&";A$ :993D =*$$ D=*"+ D<%;B !; :9&D"H; #&&$ 3*+<;B !; #&&$D
I%D<7B !; :9&D"H; #&&$ +99:B Z" ;<& 9;<&3 <A":F =<&" 79% AD4E%&D;*9"D ;<A; I%; I&9I$& *";9 ;<&*3 I398$&M D;A;&F ;<A;HD ;<& D;A;& 9#
;<&*3 9=" MA4*"+B ><&7HG& 'A%D&: ;<A;B ><&3]& #&&$ '9M#93;A8$&F +&;
'9M#93;A8$&F $&;;*"+ I&9I$& &PI&3*&"'& ;<A;B \%; *# *;HD 9# 79%3 MA4*"+F
*" 9;<&3 =93:DF 79%H3& AD4*"+ ;<&M E%&D;*9"D ;<A; #&&$ $*4& 79%H3& 8&*"+
A I%D<7 DA$&D I&3D9"F ;<A;HD "9; A +99: ;<*"+B J9% :9"H; =A"; ;9 :9 *;B
)9 ! <9I& !HG& 8&A; ;<A; %I D%##*'*&";$7 *" 79%3 M*": ;<A; 79% =*$$
#93&G&3 8& '<A"+&: A": "&G&3 A+A*" <AG& ;9 #&&$ $*4& 79% "&&: ;9 AD4
;<*"+D ;<A; MA4& 79% $994 A": #&&$ $*4& A I%D<7 DA$&D I&3D9"F 8&'A%D&
79% :9"H;B
)9F *# 79% :9"H; <AG& ;9 :9 ;<A;F =<A; D<9%$: 79% :9? 6": !H$$ +*G& 79%
;<& E%&D;*9" ! $*4& ;<& M9D;B L9D; *":%D;3*&D 'A" %D& ;<*DF M9D; I&9I$&
'A" #*": A =A7 ;9 A:AI; *;B !# "9;F 79%H$$ <AG& ;9 D&& =<A; 79% 'A" :9F
8%; ;<& E%&D;*9" ! $*4& *DF *D ;<&3& A"7;<*"+ &$D& 79% "&&: ;9 %":&3D;A":
*" 93:&3 ;9 +9 A<&A: =*;< %D ;9:A7B Z3F *D ;<&3& A"7;<*"+ &$D& 79% "&&:
;9 4"9= *" 93:&3 ;9 M9G& #93=A3:? 6": A:AI; *; *" A '9%I$& 9# :*##&3&";
=A7D ;<&3&B 6D 9II9D&: ;9 ;<& 9;<&3 E%&D;*9" =<*'< *DF *D ;<&3& A"7
3&AD9" =<7 79% '9%$: "9; :9 ;<*D ;9:A7? ><A;F ;9 M&F *D Q%D; 93*&";&:
;9 ;<& "&+A;*G& A": ! :9"H; $*4& *;B ><A; *D"H; &PA';$7 <9= *; =AD =3*;;&"F
8%; *;HD I3&;;7 '$9D&B
! $*4& M*"&5 *D ;<&3& A"7;<*"+ &$D& 79% "&&: ;9 <&A3 93 *D ;<&3& A"7;<*"+
&$D& 79% "&&: ;9 %":&3D;A": *" 93:&3 ;9 +9 A<&A:? ! $*4& *; #93 A '9%I$&
9# 3&AD9"DB ><& E%&D;*9" &$*'*;D A "9 =<&3&AD ;<& "9 M&A"D 7&DF 8%;
ID7'<9$9+*'A$$7 MA"7 I&9I$& =A"; ;9 ;&$$ A DA$&D I&3D9" "9B Z4A7? ><*D
+*G&D ;<&M A '<A"'& ;9 ;&$$ 79% "9F A": 7&; "9 M&A"D 7&DB K<&" 79%
+&; ;<& "9F *; M&A"D ;<&7H3& DA7*"+ 7&DB !;HD A "*'& $*;;$& ID7'<9$9+*'A$
D;3A;&+7 ;<A; <&$ID ;9 &$*M*"A;& 3&D*D;A"'&B 6": ! 8&$*&G& ;<& +9A$ 9# A$$
I&3D%A:&3D *D ;9 D*M%$;A"&9%D$7 &$*M*"A;& 3&D*D;A"'& =<*$& A:GA"'*"+
&G&37 I9DD*8$& 9II93;%"*;7 79% 'A"B
)9 ;<A;HD A "*'& =A7 9# :9*"+ 89;< 9# ;<9D& ;<*"+D D*M%$;A"&9%D$7 =<*$&
+&;;*"+ ;9 ;<& I9*"; 9# +&;;*"+ ;<& '9MM*;M&";B !;HD DM99;<F *;HD
I39#&DD*9"A$F *;HD "9; D$*'4F *; :9&D"H; D9%": D;*$;&:F *;HD Q%D; A "A;%3A$
DM99;< ;<*"+F D9 *# ;<&7 <AG&"H; AD4&: 79% <9= :9 ! :9 ;<*DF ;<&"
;<&3&HD ;<& E%&D;*9" 79% 'A" AD4B
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 25/36
6": D*"'& =&H3& A; ;<*D D&';*9" 9# 9%3 ;3A*"*"+ =& "&&: ;9 A$D9 $994 A;
=<A; A89%; 98Q&';*9"D A": <9= :9 =& :&A$ =*;< ;<9D&? 6$$ 3*+<;F 9"'&
A+A*" ! =A"; ;9 4*": 9# 8$9= %I ;<& I&3'&I;*9" ;<A; I&9I$& <AG& A89%;
D&$$*"+B )A$&DMA"D<*I 93 =<A; ! $*4& ;9 'A$$ I&3D%AD*9"F *D "9; A89%;
9G&3'9M*"+ 98Q&';*9"DB !;HD "9;B ZG&3'9M*"+ 98Q&';*9"D I3&D%II9D&D
;<A; ;<&3& *D D9M& 3&AD9" ;9 <AG& ;9 9G&3'9M& ;<&MF ;<A; ;<&3&HD A =A3F
A": 79%H3& +9*"+ ;9 <AG& ;9 #*+<;B )9 ;<& '$*&"; *D ;<& $*A3 A": 79%H3& ;<&
D&$$&3 A": 79%H3& +9*"+ ;9 +&; ;<*D I&3D9" ;9 ;&$$ ;<& ;3%;< 87 +9:
8&'A%D& ;<A;HD =<A; 79% :9B
6": =*;< ;<9D& I3&D%II9D*;*9"D '9M& A =A3 A": $*A3DB 6": ;<A;HD "9;
=<A; 79% =A";B )9 $&;HD "9; I3&D%II9D& ;<9D& ;<*"+DF "9; *" 9%3 M*":DF
"9; *" 9%3 M9%;<DB Z8Q&';*9"D A3& A "A;%3A$ IA3; 9# ;<& I&3D%AD*9"
I39'&DDB LA"7 I&9I$& 8&'9M& M93& I&3D%A:&: 87 $&;;*"+ 9%;
X*"A%:*8$&Y <AG& A" 9II93;%"*;7 ;9 +3AII$& 93 =3&D;$& =*;< ;<& MA;&3*A$
;<A; 79%H3& ;&$$*"+ ;<&M I3*93 ;9 8%7*"+B ><A; MA4&D ;<&M #&&$
'9M#93;A8$&F $*4& ;<&7HG& 3&A$$7 &PI$93&: *;B ><A;HD "9; D%'< A 8A: ;<*"+F
*D *;? ! :9"H; ;<*"4 *; *DB
! &"Q97 :9*"+ ;<A; &G&"B K<A; A89%; ;<*D? K<A; A89%; ;<A;? !HM "9;
3&A$$7 AD4*"+ .. !HM AD4*"+ ;9 #*": 9%;F :9&D ;<& DA$&D I&3D9" 3&A$$7
%":&3D;A":? e9 ;<&7 3&A$$7 4"9= =<A; ! "&&: A": =A";? !D ;<*D 3&A$$7 A
+99: ;<*"+? )9 A$$ 9# ;<&D& =A7D 9# ;A$4*"+ A89%; *; <&3& 3&A$$7 +9 ;9 ;<&
I9*"; :&&I$7 ;<A; =& A3& "9; ;<&3& ;9 9G&3'9M& 98Q&';*9"DB K&H3& ;<&3&
;9 *"#$%&"'& A": I&3D%A:&B \%; 98Q&';*9"D A3& A "A;%3A$ IA3; 9# ;<&
I39'&DD &DI&'*A$$7 =<&" =&H3& +&;;*"+ I&9I$& ;9 ;37 A": MA4& :&'*D*9"D
E%*'4$7B
)9 ! 8&$*&G& *; 8&<99G&D %D ;9 %":&3D;A": <9= 98Q&';*9"D =934 A": ;9
8& A8$& ;9 :&A$ =*;< ;<&M G&37 &##&';*G&$7 A": *" ;3%& I&3D%AD*9" #93MF
M7 8&D; A:G*'& ;9 79% *D ;9 I%; 79%3D&$# *" A I9D*;*9" =<&3& 79% <AG& ;9
:&A$ =*;< ;<&MB
S&;HD +9 ;9 MA3;*A$ A3;DB LA"7 9# 79% <AG& D&&" ;<&D& 4*":D 9#
:&M9"D;3A;*9"D =<&3&F 79% 4"9=F ;<&7 I%; ;<&*3 <A": 9%; A": ;<&
I&3D9" X*"A%:*8$&Y ;<&*3 <A":B C3&A;B Z3 ;<&7 I%; ;<&*3 <A": 9%; A":;<& I&3D9" I%D<&D A+A*"D; *;B ><& 9;<&3 I&3D9" I%D<&D 8A'4B ><&
D;39"+&3 I&3D9" =*"DB
LA3;*A$ A3;D =9%$: ;&A'< ;<A; %D*"+ ;<& 4*": 9# #93'& A+A*"D; #93'& *D
D93; 9# A =AD;& 9# &"&3+7 A": *"D;&A: 79% 'A" I%; A 10 I9%": =&A4$*"+
%I A+A*"D; A h00 I9%": 83%;& =<&" ;<& h00 I9%": 83%;& 8&+*"D
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 26/36
I%D<*"+ A+A*"D; ;<& <A": 9# ;<& 10 I9%": =&A4$*"+F ;<& 10 I9%":
=&A4$*"+ D*MI$7 ;A4&D ;<& +%7HD <A": A": I%$$D *; +9*"+ *" ;<& :*3&';*9"
;<& 83%;& =AD ;37*"+ ;9 +9 ;9 8&+*" =*;<F ;<%D ;<& 83%;& +9&D 9## 8A$A"'&
A": 8&+*"D ;9 =A$4 #93=A3: =*;< ;<& 10 I9%": =&A4$*"+ =<9 ;<&" ;%3"D
;<& 83%;& *" '*3'$&D A": $9'4D <*M %I 9" ;<& #$993 8]& ;<& 83%;& &G&"
4"9=D =<A; <AII&"&: ;9 <*MB
K<&" =& 3&:*3&'; &"&3+7 *; :9&D"H; ;A4& M%'< D9 =& <AG& ;<& I9=&3 ;9
3&:*3&';B C*G&" ;<A; ;<A;HD ;3%&F A": *; *DF =<&3&HD 9%3 8&D; '<A"'& ;9 :9
;<A; *" A .. *" ;<*D =<9$& I39'&DD? K<&3&HD ;<& 8&D; I$A'& ;9 :9 *;?
6"789:7? @A" A"789:7 ;&$$ M&?
V3A"'&D5 ! =9%$: DA7 '$9D&3 ;9 ;<& #39";B
2&"3*'45 J&DB @$9D&3 ;9 ;<& #39"; *D DI9; 9" A": $&; M& ;&$$ 79% =<&3& *" ;<&
#39";B !;HD AD 79%H3& ;A$4*"+ =*;< ;<&M A": 79%H3& DA7*"+ ;<*"+D $*4& !;A%+<; 79% ;9 DA7 $*4&F A3& 79% =*;< M&? 6": 79% =A;'< A": $*D;&"
'$9D&$7 &G&" *# 79%H3& Q%D; :9*"+ *; X*"A%:*8$&Y 79%H3& $*D;&"*"+ '$9D&$7F
A": =<A; A3& =& $*D;&"*"+ #93? K&H3& $*D;&"*"+ #93 ;<& I&3D9" ;9 DA7 7&D
'9"+3%&";$7 D9 ;<A;HD %D*"+ ;<& 7&D D&; ;<A; ! ;A%+<; 79% <9= ;9 :9 *"
;<& 8&+*""*"+F <9= ;9 $994 '$9D&$7 ;9 D&& D9M&9"& DA7*"+ 7&DB
6$$ 9# ;<&D& ;<*"+D A3& D9 '3*;*'A$ A": ;<&7H3& D9 &AD7 =<&" 79% +&; 3*+<;
:9=" ;9 *;F ;<&7H3& 3&A$$7F 3&A$$7 &AD7 A": ;<&7H3& ;<A; D*MI$&B )9 *# ;<&7
A3& "9; DA7*"+ 7&D &##&';*G&$7 A; ;<A; M9M&";F =<A; :9 =& <AG&? e*"+F
:*"+F :*"+F ;<A;HD 3*+<;F ;<& 8&+*""*"+ 9# A" 98Q&';*9"B \%; ;<& 4&7 =93:D A3&F *;HD ;<& 8&+*""*"+ A": 79% "93 ! =A"; ;<*D ;9 :&G&$9I *";9 A
#%$$ 98Q&';*9" D9 =<&" =& +&; A $&DD ;<A" '9"+3%&"; 7&DF =<A; =& =A";
;9 :9 *D D;9IF I%; ;<& 83A4&D 9"F 83*"+ &G&37;<*"+ ;9 A <A$; A": #*": 9%;
=<7B \&'A%D& A; ;<A; M9M&";F ;<&7 MA7 A$M9D; I&3'&*G& 79% AD
ID7'<*'F $*4&F =9=F <9= :9 79% 4"9= ;<A; ;<&7 <A: D9M&;<*"+ &$D& 9"
;<&*3 M*":? K9=F ;<A;HD I3&;;7 *";%*;*G&B
6": =<&" 79% AD4 ;<&M A89%; *;F ;<&7H$$ Q%D; ;&$$ 79% 8&'A%D& A#;&3 A$$F
;<&7H3& "9; ;37*"+ ;9 :&#&": A+A*"D; 79% 7&;F ;<&7 :9"H; &G&" 4"9=
&"9%+< ;9 :&#&": A+A*"D; A"7;<*"+F D9 ;<&7H3& A =*$$*"+ IA3;*'*IA"; =<*'< *D =<&3& =& =A"; 9%3 '$*&";D ;9 8& A; A$$ ;*M&DB ><& M*"%;& ;<&7
I&3'&*G& ;<&MD&$G&D AD D9M&;<*"+ 9;<&3 ;<A" A =*$$*"+ IA3;*'*IA";F
79%HG& +9; A I398$&M 9" 79%3 <A":B J9%HG& +9; A D*;%A;*9" ;<A; *D"H;
+9*"+ ;9 =934 3&A$ =&$$ A"7M93& A": ;<A;HD D9M&;<*"+ ;<A; =& :9"H;
=A";B
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 27/36
)9F $&;HD ;A4& A $994 A; =A7D ;<A; =& 'A" :&A$ =*;< ;<&D& =<&" =& <&A3
;<&M %I #39";B ><& #*3D; ;<*"+ ! =A"; ;9 ;&$$ 79% *DF $994 A; 98Q&';*9"D
#39M ;<& D;A": I9*"; 9#F =<A; :9 79% "93MA$$7 +&;? ! <A: A 3&A$$7 AD;%;&
MA"A+&3 =<&" ! =AD #*3D; D;A3;*"+ 9## D&$$*"+B ! M%D; <AG& 8&&" D*P;&&"F
D&G&";&&" 7&A3D 9$:F MA78&F DA7 ;9 M&F 98Q&';*9"D '9M& *" 8%"'<&DB !
:9"H; ;<*"4 <& %":&3D;99: =<7F 8%; <& =AD 3*+<;F A": !HM +9*"+ ;9 ;&$$
79% =<7B Z8Q&';*9"D '9M& *" 8%"'<&D 8&'A%D& 79%H3& ;<& 9"& '3&A;*"+
;<&MB 6": D*"'& 79%H3& '3&A;*"+ ;<&MF *# 79% '<A"+& =<A; 79%H3& :9*"+F
79% '<A"+& ;<& 98Q&';*9"D ;<A; 79% +&;B J9%H3& A$D9 '3&A;*"+ ;<& I&9I$&
;<A; 79%H3& ;A$4*"+ ;9 A": *# 79% '<A"+& ;<& MA34&;*"+ 93 ;<& =A7 *"
=<*'< 79%H3& AII39A'<*"+ I&9I$&F 79%H3& +9*"+ ;9 '<A"+& ;<& E%A$*;7 9#
I&9I$& ;<A; 79%H3& I3&D&";*"+ ;9F A": +%&DD =<A;F 79%H$$ +&; M93&
I&9I$& ;<A; A3& $*4& 9" ;<*D 'A$$ <&3&B ><&7HG& +9; ;<& M9"&7 ;9 8& A8$&
;9 :9 =<A; ;<&7 =A"; ;9 :9 =*;< M&B
K<&" ! #*3D; D;A3;&: 9## ! +9; $*;;$& 897D =<9 =A";&: ;9 $&A3" <9= ;9 +&;
=9M&" *";9 8&:B ! :*:"H; =A"; A"7;<*"+ ;9 :9 =*;< ;<A; MA34&; 8%; !
<A: ;9 AD4 M7D&$#F <9= :*: ! A;;3A'; ;<9D& I&9I$& ;9 M&B 6": ! '<A"+&:
*;B \%; =<A; ! :*: *D ! '<A"+&: M&B 6": =<&" ! '<A"+&: =<A; ! ;<9%+<;
=AD #%" A": "*'& *" M7 $*#&F A": +99:F +%&DD =<A;? ><& E%A$*;7 9#
I&9I$& ;<A; ! A;;3A'; A$D9 '<A"+&:B 6": *;HD ;<9D& 4*":D 9# ;<*"+D ;<A;
=&H3& +9*"+ ;9 ;A$4 A $9; A89%;F 87 ;<& =A7F *" ;<& K<*;& )*:& 9#
N&3D%AD*9"F *D <9= ;9 :9 ;<A;F "9; Q%D; #39M A M&";A$ D;A":I9*";F 8%;
#39M A" &"&3+&;*' D;A":I9*"; A": <9= ;9 MA4& ;<9D& ;<*"+D <AII&"
E%*'4$7 D9 =& 'A" +&; :*##&3&"; 3&D%$;D A": +&; ;<&M #AD; *" 9%3 $*G&DB!HM "9; ;A$4*"+ A89%; MA34&;*"+ <&3&B !HM ;A$4*"+ A89%; <9= =& :&A$
=*;< ;<*"+D *"D*:& 9%3 9=" <&A:B
Z4A7B )9F ;<& *:&A ;<A; =<A; =&H3& $994*"+ ;9 :9 *D ;9 &$*M*"A;&
3&D*D;A"'& "&&:D ;9 8& 3&M&M8&3&:B K<&" =&H3& ;A$4*"+ ;9 D9M&89:7
A": =& +&; &G&" A" *"4$*"+ ;<A; ;<&7H3& "9; =*;< %DF =& =A"; ;9 #*":
9%; =<7 A": =& =A"; ;9 M9G& ;9=A3:D *;F A": 9"'& 79% %":&3D;A": ;<&
#&= ;<*"+D ;<A; =*$$ '9M& %IF ;<&" ;<&7H3& +9*"+ ;9 8& $*4& +3AI&DB
><&D& 98Q&';*9"D 79%H3& +9*"+ ;9 <&A3 A $9; 9#B )9 =<A; ! =A"; 79% ;9 :9
*D ! =A"; 79% ;9 8&+*" ;9 ;<*"4 9# ;<& 98Q&';*9"D 79% <&A3 #3&E%&";$7F"9; ;<& 9"&D &G&379"& ;&$$D 79% 79%H3& +9*"+ ;9 <&A3F 8%; ;<& 9"&D 79%
<&A3 #3&E%&";$7B K<A; 79%H3& +9*"+ ;9 :9 ;<&" *D 79%H3& +9*"+ ;9 D;%:7
98Q&';*9"D A": 79%H3& +9*"+ ;9 D;%:7 <9= ;9 9G&3'9M& ;<&MB !HM +9*"+
;9 +*G& 79% A '9%I$& 9# =A7D 9# :9*"+ *; ;9:A7 A": A '9%I$& 9# D;3A;&+*&DF
!HM +9*"+ ;9 +*G& 79% A 3&'9MM&":A;*9" #93 9"& 9# M7 I39+3AMD ;<A; !
;<*"4 =*$$ <&$I 79% A$9"+ ;<&D& $*"&D .. *" #A';F $&; M& :9 ;<A; 3*+<; "9= .
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 28/36
. ;<& 8&D; ;<*"+ 79% '9%$: &G&3 :9 =9%$: 8& ;9 +&; ;<& I39+3AM LA+*'A$
Z8Q&';*9" LAD;&37B !# 79% :9"H; <AG& *;F 79% D<9%$:B !;HD *"'3&:*8$7 ..
*;HD A 83*$$*A"; I39+3AMB !;HD 'A$$&: LA+*'A$ Z8Q&';*9" LAD;&37 A": !
8&$*&G& 79% 'A" +9 ;9 MA+*'A$98Q&';*9"MAD;&37B'9M A": ;<& .. *# "9;F 'A$$
93 =3*;& ;9 2*MF 4*MlMAPI&3D%AD*9"B'9MF A": LA+*'A$ Z8Q&';*9"
LAD;&37 *D D%8;*;$&: ;<& ch e993=A7D *";9 ;<& L*": 9# ;<& N&3D9" J9%
=A"; ;9 N&3D%A:&B
6": ! =9"H; +9 ;99 M%'< *";9 *; 3*+<; "9=F D%##*'& *; ;9 DA7 ;<A;
98Q&';*9"D A3& GA$*: #39M A I9*"; 9# G*&=B !# 79% D<*#; 79%3 I9*"; 9#
G*&= A": 3&DI9": #39M A :*##&3&"; I9*"; 9# G*&=F D9M&9"& <AD ;9.. ;<&
I&3D9"HD 3&DI9"D& =*$$ D<*#; AD =&$$B !D ;<&3& D9M&89:7 ;<A; 'A" <&$I
M& =*;< D9M&;<*"+ 3&A$ E%*'4? 6"789:7 9%; ;<&3& DI&A4 %I? @9M& 9"F
:9"H; 8& D<7B
V3A"'&D5 ><*D *D V3A"'&DB
2&"3*'45 Z4A7F V3A"'&DB ! =A"; 79% ;9 DA7 ;9 M&F _9<"HD A +99: +%7B 6": &G&37
;*M& ! 3&DI9":F ! =A"; 79% ;9 ;37 ;9 DA7 *; A+A*"F A$$ 3*+<;?
V3A"'&D5 Z4A7B
2&"3*'45 )A7 *;B
V3A"'&D5 _9<"HD A +99: +%7B
2&"3*'45 J&A<F 8%; #93 <9= $9"+?
V3A"'&D5 _9<"HD A +99: +%7B
2&"3*'45 \%; A3& 79% ;37*"+ ;9 '9"G*"'& M& 93 79%? !# <&HD D9 +99:F =<7 :9 79%
<AG& ;9 ;A$4 A89%; *;?
V3A"'&D5 U& *D A +99: +%7B _9<"HD A +99: +%7B
2&"3*'45 UAG& 79% '<&'4&: *";9 <*D 3&'93:?
V3A"'&D5 d<B B B "9 ! <AG&"H;F 8%; _9<"HD A +99: +%7B
2&"3*'45 V93 <9= $9"+? 6": D&&F A; ;<*D I9*";F 79% :9"H; #&&$ $*4& DA7*"+ *;
A"7M93& :9 79%? 6": =<A;HD <AII&"*"+ *DF !HM Q%D; I*'4*"+ 9"& 9#
;<&D& ch :*##&3&"; I9D*;*9"D A": '9M*"+ 8A'4 ;9 79% #39M A :*##&3&";
I9D*;*9" A": *; Q%D; '%;D ;<& $&+D 9%; #39M %":&3 *;B ><A;HD =<A;HD
<AII&"*"+B 6": D9 ! =9%$: <*+<$7 3&'9MM&": .. ;<*D *D A 3&A$$7
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 29/36
=9":&3#%$ I39+3AM A": 79% A$$ '9%$: 8&"&#*; #39M *; 8AD&: 9" =<&3&
79%H3& A; 3*+<; "9=B
)9F '<&'4 *; 9%; A": D&& *# 79% 'A" :9 *;F 8%; ! =A"; ;9 +9 ;<39%+<F #39M
;<A; I39+3AMF A #&= ;<*"+D ;<A; =9%$: 3&A$$7 <&$I 79% 8&'A%D& ! 3&A$$7
=A"; ;<*D ;9 8& A G&37 '9MI$&;& I39+3AM #93 79%B 6": D9 =<*$& 79% 'A"'&3;A*"$7 +9 A": &P;&": 79%3 4"9=$&:+& A ;<9%DA": #9$: *" LA+*'A$
Z8Q&';*9" LAD;&37F $&; M& +*G& 79% M7 .. A #&= ;<9%+<;D 9" 98Q&';*9"DB
! 8&$*&G& ;<&3&HD 9"$7 3&A$$7 ;<3&& MA*" 98Q&';*9"D ;<A; 79%H3& +9*"+ ;9
<&A3B !H$$ ;A$4 A89%; A #9%3;< 9"& AD =&$$F 8%; ;<& ;<3&& 8*+ 9"&D A3&F *;
'9D;D ;99 M%'< M9"&7F ! =A"; ;9 ;<*"4 A89%; *;F A": ! "&&: ;9 ;A$4 ;9
M7 8$A"4 .. <%D8A":F =*#&F A:G*D93F A;;93"&7F @N6F A''9%";A";F
D9M&89:7B
><&3&HD A #9%3;< 9"& =<*'< *D ;<& &E%*GA$&"; 9#F ! :9"H; =A"; ;9 :9A"7;<*"+B ><&D& I&9I$& A3& *" D<9'4B K& DA= ;<*D '9M& %I =<&" 1m//
<AII&"&:B K& DA= I&9I$& Q%D; *" D<9'4 A": ;<&7 :*:"H; =A"; ;9 :9
A"7;<*"+B K& DA= *; A+A*" =<&" ;<& MA34&;D #&$$ $*4& MA:B 6": I&9I$&
Q%D; =&"; *";9 D<9'4 A": ;<&7 +$%&: ;<&MD&$G&D ;9 @TT A": ;<&7 :*:"H;
=A"; ;9 :9 A"7;<*"+B 6": A $A'4 9# =*$$*"+"&DD ;9 M9G&F AD ! &PI$A*"&:
*" N&3D%AD*9" 1//F *;HD D93; 9# $*4& ;<& :&&3 *" ;<& <&A:$*+<;D D7":39M&
A": ;<A; :&&3 *" ;<& <&A:$*+<;D D7":39M& *D 3&A$$7 A I39#9%": ;<*"+ A":
;<& 8&D; ;<*"+ 79% 'A" :9 *D +&; ;<&M ;A$4*"+ A; ;<A; I9*"; 8&'A%D& 9"'&
79% +&; ;<&M M9G*"+F 79% 'A" ;<&" :*3&'; ;<A; M9G&M&"; Q%D; $*4& ;<&
10 I9%": =&A4$*"+ ! ;A$4&: A89%; A $*;;$& 8*; &A3$*&3B
\%; ;<&D& A3& ;<& ;<3&& 98Q&';*9"D 79%H3& 3&A$$7 +9*"+ ;9 +&;B ><&7 'A"
A$$ 8& I3&;;7 M%'< 89*$&: :9=" ;9 ;<&D& ;<*"+DB T9=F 79% '9%$: +&; A
#&= 9;<&3DF 79% '9%$: +&; i!HM "9; '9"G*"'&: ;<A; ;<*D I$A"F ;<A; ;<*D
D;3A;&+7 =*$$ 3&A$$7 <&$I M&HB \%; *# 79% +&; ;<A;F 79% <AG&"H; I&3D%A:&:
;<&M .. 79% <AG& "9; :9"& A +99: 93 &##&';*G& I3&D&";A;*9"B J9% <AG&
"9; $*"4&: ;<&*3 GA$%&D ;9 =<A; 79% :9B \%; *;HD I9DD*8$& ;<A; 79% '9%$:
<AG& A #&= 9;<&3D A": *# ;<A; <AII&"DF 79% 4"9=F =<A; 79% =A"; ;9 :9
*D $994 A; =<A; &$D& ;<&3& *D ;<A; 79% M*+<; 4"9= 93 =<A;&G&3 A": ;<&"
+9 #39M ;<&3&B
\%; 8AD*'A$$7 ;<A;HD =<&3& 79%H3& A;B ><&D& A3& ;<& 8*+ 9"&DB
T9=F =<A; !H: $*4& ;9 :9 *D !H: $*4& ;9 +*G& 79% ;<3&& ;<*"+D .. !HM +9*"+
;9 +*G& 79% ;<3&& D;3A;&+*&D 9%; 9# ;<& ch *" LA+*'A$ Z8Q&';*9" LAD;&37B
! $*4& ;<&D& ;<3&& A $9;B Z"'& 79% $&A3" ;<& chF A": 79% 3&A$$7 MA4&
;<&M A IA3; 9# 79%3 8&<AG*93F A IA3; 9# 79%3 .. $*4& =<9 79% A3&F ;<&"
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 30/36
79%H3& +9*"+ ;9 #*": ;<A; 79% 4*": 9# $994 #93=A3: ;9 I&9I$& '9M*"+ %I
=*;< D9M&;<*"+ 8&'A%D& ;<&3&HD "9;<*"+ ;<A; I&9I$& 'A" '9M& %I =*;<
;<A; 79% 'A"H; :&A$ =*;<B J9% 4"9=F *;HD Q%D; ;<A; D*MI$&B
)9F D9M&;*M&DF #93 &PAMI$&F *# A I&3D9" DA7DF *;HD ;99 M%'< M9"&7F
MA78& *; 3&A$$7 *DB LA78& *; 3&A$$7 *DB LA78& 79% Q%D; "&&: ;9 3&$AP A":M9G& 9"B )9F *# 79% <AG& ;<A; <AII&"*"+ A $9;F ;<&" 79%H3& &*;<&3
A;;3A';*"+ ;<& =39"+ I&9I$& ;9 79%F 79% 4"9=F *" 9;<&3 =93:DF 79%3
I39:%';D 93 D&3G*'&D '9D; =A7 M93& ;<A" =<A; ;<& I&9I$& ;<A; 79%H3&
MA34&;*"+ ;9 'A" A##93:F 93 79%H3& #A*$*"+ ;9 D<9= ;<&M ;<& GA$%&B
)9F 79% 4"9=F ;<A; =9%$: 8& A =A7 ;<A; 79% '9%$: D;A3; ;9 +&; A =<9$&
$9; M93& 3&D%$;D *" 79%3 $*#& *D *# 79% $994 A; *; #39M ;<& I&3DI&';*G& 9#
;<&D& ;<*"+DB \%; *# "9= .. *" 9;<&3 =93:DF 79% 4"9=F *;HD Q%D; D93; 9# A"
98Q&';*9" ;9 ;<39= 9%; A; 79%F ;<&" ! =A"; ;9 ;A$4 A89%; ;<3&& :*##&3&";
D;3A;&+*&D ;<A; ! $*4& A": ;<&3&HD $*;;$& 3&AD9" ;9 =3*;& *; :9="B J9%H$$<AG& *; *" ;<& ;3A"D'3*I;D A": 79%H$$ <AG& *; *" ;<& 3&'93:*"+ 9# ;<& 'A$$B
)9 !HM Q%D; +9*"+ ;9 4*": 9# '9G&3 ;<&M A $*;;$& 8*; E%*'4$7 8%; ;<&7H3&
&P;3A93:*"A3*$7 &##&';*G&B ><& #*3D; 9"& *D 'A$$&: 3&:&#*"*"+ ;<& &P;&3"A$
8&<AG*93F A": <&3&HD ;<& D&";&"'& ;<A; 79% 'A" %D&F ;<*D *D A ;&MI$A;&
D&";&"'& ;<A; 79% 'A" %D&B ><& &P;&3"A$ 8&<AG*93 93 &G&";F A": 79%H3&
+9*"+ ;9 "AM& *;F :9&D"H; 'A%D& 93 &E%A$ ;<&*3 D;A;&: #&&$*"+D 93
;<9%+<;DF *; 'A%D&D 93 &E%A$DF 79%3 "&= :&#*"*;*9"B )9 !HM +9*"+ ;9 +*G&
79% A '9%I$& 9# &PAMI$&D 9# ;<A;B
6 I&3D9" DA7DF ! =A"; ;9 ;<*"4 *; 9G&3B ! =A"; ;9 3&D&A3'< ;<*DB 6": D9
79%H3& +9*"+ ;9 DA7F #93 &PAMI$&F 3&D&A3'< *D"H; ;<& '3*;&3*A ;9 MA4& 79%
M93& '9M#93;A8$& =*;< ;<*D I%3'<AD&B J9%3 X*"A%:*8$&Y M%D; MA4& D%3&
79% A3& '9M#93;A8$& =*;< ;<& *:&A D9 79% 'A" I39'&&:B )*"'& ;<*D
I39M9;*9" <AD A $*M*;&: ;*M&F <9= E%*'4$7 A3& 79% 3&A'<*"+ ;<A;
'9M#93; $&G&$? Z3F =<&;<&3 93 "9; 79%H3& *";&3&D;&: :9&D"H; M&A" ;<A;
;<*D I%3'<AD& =9%$:"H; 8& 8&"&#*'*A$ ;9 79%B K& 9#;&" A3&"H; *";&3&D;&:
*" :9*"+ ;<*"+D ;<A; A3& 8&D; #93 %DB 6": +9 9" A": 9" A": 9" 8%; *# 79%
Q%D; $994 A; ;<*D =<&" 79% +&; ;<& ;3A"D'3*I;F &P;&3"A$ 8&<AG*93 93 &G&";F
A": ! I%; ;<A; *" IA3&";<&D&D .. D9 X&P;&3"A$ 8&<AG*93 93 &G&";Y :9&D"H;'A%D& 93 &E%A$ XD;A;&: #&&$*"+D 93 ;<9%+<;DY *; 'A%D&D 93 &E%A$D X79%3
"&= :&#*"*;*9"YB
)9 79% 'A" I$A7 =*;< ;<*D A": #*": ;<A; 79% 'A" %D& ;<*D A$$ 9G&3 ;<&
I$A'& 8%; $&; M& X*"A%:*8$&Y =<&3& ;9 %D& *;B J9%H3& +9*"+ ;9 %D& ;<&D&
;<A; !HM +*G*"+ 79% *" 79%3 I3&D&";A;*9"F "9; A; ;<& &": =<&" ;<&7
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 31/36
'9M& %I =*;< D9M&;<*"+B J9% 'A" %D& *; A; ;<& &":F 8%; ;<& #A'; *DF *#
;<&7H3& :9*"+ ;<*"+D $*4& ;<*D A; ;<& &": 9# 79%3 I3&D&";A;*9" M%'<F
;<&7 D*MI$7 A3&"H; I&3D%A:&:F A": "9;<*"+ ;<A; 79%H3& +9*"+ ;9 :9 *D
+9*"+ ;9 I&3D%A:& ;<&MB J9%H3& "9; +9*"+ ;9 A3+%& M& *";9 8%7*"+
#39M 79% A": *# 79% :9F !H$$ I398A8$7 'A"'&$F D9 D9M&<9= 79%H$$ &": %I
$9D*"+ M9"&7 93 +&;;*"+ 8%7&3HD 3&M93D& 93 D9M&;<*"+ $*4& ;<A;B
6$$ 3*+<;F $&; M& +*G& 79% ;<& D&'9": 9"& #93 79% ;9 =934 9"B ><*D *D ;<&
*";&";*9" 9# ;<& &P;&3"A$ 8&<AG*93F ! 'A$$ *;B )9 ;<*D *D X&P;&3"A$ 8&<AG*93
93 &G&"; A": 79%H3& +9*"+ ;9 "AM& ;<& &P;&3"A$ 8&<AG*93 93 &G&";Y *D
A';%A$$7 X*"G&"; A I$A%D*8$& *";&";*9" #93 *; ;<A; D%*;D 79%3 "&&:DYB )9
X&P;&3"A$ 8&<AG*93 93 &G&";Y *D A';%A$$7 X*"G&"; A I$A%D*8$& *";&";*9" #93
*; ;<A; D%*;D 79%3 "&&:DYB
N&3D9" DA7DF !HM Q%D; "9; #&&$*"+ '9M#93;A8$& ;<A; ;<*D *D ;<& 3*+<; ;<*"+
#93 M&F ;9 =<*'< 79% M*+<; 3&DI9":F ;<& #&&$*"+ ;<A; 79%H3&&PI&3*&"'*"+ *D"H; 3&A$$7 A #&&$*"+ 9# :*D'9M#93;B K<A; *; 3&A$$7 *DF *D A
#&&$*"+ 9# *"E%*D*;*G&"&DD ;<A;HD <&$I*"+ 79% ;9 MA4& D%3& ;<A; =& '9G&3
&G&37 I9DD*8$& :&;A*$ ;<A; 79% "&&: ;9 %":&3D;A": *" 93:&3 ;9 #&&$
'9M#93;A8$& "9= AD =& M9G& #93=A3:B )9 $&;HD 3&A$$7 MA4& D%3& =&HG&
'9G&3&: A$$ 9# ;<& I9*";D ;<A; A3& AII$*'A8$& ;9 79%F D<A$$ =&?
6": D9 ;<&3& *D =<A; ! 'A$$ ;<& *";&";*9" 9# ;<& &P;&3"A$ 8&<AG*93B
S&;HD +9 ;9 ;<& $AD; 9" =<*'< *D 'A$$&: ;<& M9:&$ 9# ;<& =93$:B !; D9%":D
$*4& ;<*DF ;<A;HD A" *";&3&D;*"+ M9:&$ 9# ;<& =93$:F A": ;<&" *"IA3&";<&D&D 79% '9%$: '9M8*"& *; =*;< A"9;<&3 9"& A": DA7 X*"A%:*8$&
79% <AG& *;YB )9 A I&3D9" DA7D ;9 79%F =&$$F ! 3&A$$7 "&&: ;9 ;<*"4 ;<*D
9G&3 93 ! "&&: ;9 ;A$4 ;9 M7 A''9%";A";F A": 79% DA7F =&$$ ;<A;HD A 3&A$$7
*";&3&D;*"+ M9:&$ 9# ;<& =93$:B ! <A:"H; 3&A$$7 ;<9%+<; 9# ;<A; 9"&F 8%;
! ;<*"4 ;<& 3&AD9" 79% <AG& *; *D 8&'A%D& 79%H3& $994*"+ #93 D9M&89:7
9%;D*:& 9# 79% ;9 +*G& 79% A"9;<&3 *":*'A;*9" ;<A; ;<*D *D ;<& 3*+<; ;<*"+
;9 :9B 6": 7&;F 79% 4"9= AD 79% D&A3'< =*;<*" 79%3D&$# ;<A; ;<*D :9&D
#&&$ $*4& ;<& 3*+<; ;<*"+ ;9 :9B !H$$ 8&; ;<& M93& 79% ;<*"4 A89%; *; A":
=& :*D'%DD *;F *; #&&$D 3*+<; *"D*:& 93 =& =9%$:"H; <AG& 8&&" <&3& ;<*D
$9"+ ;A$4*"+ A89%; *;B 6": ;<& #A'; *DF &G&" *# 79% +&; D9M&9"& &$D& ;9DA7 ;<A; *;HD ;<& 3*+<; ;<*"+ ;9 :9F A": !HM "9; D9 D%3& ;<&7 =*$$F !H$$ DA7
=<7 *" A M9M&";F 8%; ;<&7 'A"H; +%A3A";7 ;9 79% ;<A; &G&37;<*"+ ;<A;
=&H3& :9*"+ *D &PA';$7 3*+<;F A": =<7 D<9%$: ;<&7? ><&7 :9"H; MA4&
A"7 M9"&7 9" *;B 6": 9# '9%3D& ;9 ;<A; &":F ;<A; $&AG&D M& ;9 "&&: ;9
;&$$ 79%F $994F A $9; 9# 9;<&3 I&9I$& A3& +9*"+ ;9 =A"; ;9 ;&$$ 79% ;<A;
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 32/36
;<&7 :9"H; ;<*"4 *;HD ;<& 3*+<; ;<*"+ ;9 :9 8&'A%D& A';%A$$7F ;<&7 =A";
79% AD A '$*&";B
)9 $&;HD +9 9G&3 *; A+A*" A": $&; M& Q%D; MA4& D%3& 79% 3&A$$7 %":&3D;A":
&A'< 9# ;<&D& I9*";D *" A =A7 ;<A; MA4&D D&"D& ;9 79%F ;<A; 79% <AG& A
+%; 3&A';*9" ;<A; DA7DF 7&DB )<A$$ =&?
6": 79%H$$ #*":F *# 79% AII$7 ;<&D& ;<3&& ;<*"+DF 79% 4"9=F ;<&D& ;<3&&
IA;;&3"DF &A3$7 *" ;<& I3&D&";A;*9"F 79%H3& +9*"+ ;9 #*": ;<A; 79% A3&
&AD*$7 A8$& ;9 M9G& I&9I$& *" ;<& :*3&';*9" 79% "&&:B T9=F *# ;<9D&
A3&"H; &"9%+< ;<&" 79%H3& +9*"+ ;9 "&&: M93& 8%; 8&$*&G& M&F *;HD A G&37
&P;&"D*G& I39+3AM ;9 $&A3" A$$ ;<& chB !; ;A4&D D9M& =934 9" 79%3 IA3;B
!HM "9; +9*"+ ;9 ;&$$ 79% 9;<&3=*D&F *; :&#*"*;&$7 ;A4&D D9M& =934F A":
79% 4"9=F Q%D; <&A3*"+ ;<&M *D D93; 9# $*4& =<A; ! :*: A #&= M*"%;&D A+9
=<&" ! <A: 79% AD4 M&F 79% 4"9=F DA7 ;9 M&F _9<"HD A +3&A; +%7 A":
&G&37 ;*M& 79% DA*: *; A": ! 3&DI9":&:F 79% 8&'AM& A $*;;$& 8*; M93&:*D93*&";&: A": #3%D;3A;&: =*;< ;<A;B 6": I3&;;7 D99" *;HD $*4&F =&$$F A$$
3*+<;F MA78& <&HD "9; E%*;& D9 +3&A;B !HM "9; D9 D%3&B \%; *" A"7 &G&";F
79% :*:"H; =A"; ;9 4&&I DA7*"+ *; A"7M93& 8&'A%D& 79% =&3& =933*&:
;<A; =&$$F MA78&F ! M&A"F ! =AD :*D$9:+*"+ 79%3 8&$*&# *D =<A; ! =AD
:9*"+B
6": =<&" 79% %":&3D;A": <9= ;<&D& 3&A$$7 =934 A": <9= ;9 %D& ;<&MF
79% 'A" D;A3; %D*"+ ;<&M 8]& I3&D&";A;*9"DF *" ;<& M*::$& 9#
I3&D&";A;*9"DF A": 79% 'A" :9 *; *" A =A7 ;<A; =*$$ 4"9'4 9%; 98Q&';*9"D
*" A:GA"'& A": ;<A;HD ;<& 3&A$ =A7 ;9 :9 *;F 8%; $&; M& ;&$$ 79% ;<& 89;;9M $*"& D*MI$& ;3%;<B K<&" 79%HG& :9"& ;<& &P&3'*D& ! ;9$: 79% ;9
:9 ;9:A7F =<&" 79%HG& =3*;;&" 9%; 79%3 98Q&';*9"D A": 79%HG& '9M& %I
=*;< =A7D ;9 <A":$& ;<&M %D*"+ &G&" Q%D; ;<&D& ;<3&& IA;;&3"DF 79%H3&
+9*"+ ;9 #*": 79% D;9I +&;;*"+ ;<9D& ;<3&&B
e9&D ;<A; M&A" 79% =9"H; +&; A"7? T9F 79%H$$ +&; A :*##&3&"; 9"& 93 ;=9
93 ;<3&&B K<7? \&'A%D& ;<A;HD =<A; 79% 'A"H; <A":$& A": *;HD Q%D;
=&*3:&3 ;<A" A$$ +&; 9%;F 8%; 79%3 83A*" +*G&D 79% ;<& 98Q&';*9"D ;<A;
79%H3& "9; 3&A$ '9M#93;A8$& <A":$*"+ 8&'A%D& ;<&3&HD A IA3; 9# 79% ;<A;
4"9=D ;<A; ;<A;HD 79%3 =&A4"&DDB 6": ;<*D *D A I&3#&'; ;*M& ;9 Q%D;D*MI$7 83*"+ 9%; ;<A; 9%3 &P;&3"A$ 3&A$*;7 M*3393D =<A; +9&D 9" *"D*:& 9#
%DB )9 =<&" 79%H3& A#3A*: 9# D9M&;<*"+F +%&DD =<A;? J9% A;;3A'; ;<&
'$*&";D ;<A; A3& +9*"+ ;9 83*"+ ;<A; #&A3 9%;B \%; ;<& M*"%;& 79% $&A3"
<9= ;9 :&A$ =*;< *;F ;<&" *# *; &G&3 '9M&D %I A+A*"F =&$$F 899MF 79%
<A":$& *;F *;HD :9"&F DA$&HD MA:&F 93 79% M9G& 9" E%*'4$7 4"9=*"+ ;<A;
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 33/36
*;HD "9; =93;< ;37*"+ ;9 MA4&F ;<A; ;<& 3&D9%3'&D A3&"H; ;<&3& 93
=<A;&G&3 ;<& 'AD& *DB 6": 79% D*MI$7 M9G& 9" =*;< 79%3 $*#&B
><A;HD <9= *; =934DB W*+<; 93 ;&" 93 D*P 93 ;=&$G& 98Q&';*9"D ;<A; 79%
<AG& *" 79%3 *":%D;37F 79%H$$ D*MI$7 #*": 79% D;9I +&;;*"+ AD M%'<B 6":
<&3&HD A"9;<&3 3&A$$7F 3&A$$7 '9M#93;*"+ ;<*"+ ;9 %":&3D;A":BN&3D%AD*9"F D*"'& *;HD "9; A89%; 9G&3'9M*"+ 98Q&';*9"DF I&3D%AD*9" *D
A89%; *"#$%&"'*"+F +&; ;<&M ;9 +9 A$9"+ =*;< 79%F A": *# =& 3&M9G&
3&D*D;A"'& D%##*'*&";$7 AD =& I39'&&:F =&H$$ #*": ;<A; *;HD &AD*&3 ;9
A:GA"'& 9%3 'A%D&B )9F *# #93 "9 9;<&3 3&AD9"F $&A3" ;<&D& IA;;&3"D D9
;<A; 79%H3& D9 '9"#*:&"; *"D*:& 79%3D&$# ;<A; 79% D*MI$7 8$9= A=A7 ;<&
"&&: ;9 A;;3A'; ;<9D& 4*":D 9# ;<*"+D ;9 79% A"7M93&B 6": *# 9" ;<& 3A3&
9''AD*9" 79% :9 +&; 9"&F +3&A;F 79% 'A" &AD*$7 <A":$& *;B J9% Q%D; "&&:
;9 4"9= <9= ;9 :&A$ =*;< *;B 6": *# 79% #&&$ 79%3D&$# +&;;*"+ ;<& DAM&
9"& 3&I&A;&:$7F ;<&" 79% 4"9= <9= ;9 $994 ;9 D&& =<A; 79%H3& :9*"+ ;9
'A%D& *; A": 79% 4"9= <9= ;9 D;A3; ;9 '<A"+& ;<A;B
Z4A7B )9F ;<A;HD M7 ;<9%+<;D #93 79% 9" ;<*D 8AD*' I39+3AM 9# D&$$*"+ ..
*"#$%&"'& A": D&$$*"+ .. =<*'< *DF 79% 4"9=F D&$$*"+ *D "9; A89%; '$9D*"+
A": *;HD '&3;A*"$7 "9; A89%; 9G&3'9M*"+ 98Q&';*9"D A": *# 79% &G&3
;<9%+<; *; =ADF ;<&" '<A"+& ;<& =A7 X*"A%:*8$&Y "9= A": =A;'< 79%3
3&D%$;D D4739'4&;B
K*;< ;<A;F $&; M& 83*"+ A ;<*"+ .. ;9 ;A$4 A89%; A #&= 9;<&3 ;<*"+D !H: $*4&
;9 M&";*9" ;9 79%B ><&3& =AD A I&3D9" AD4*"+ *# ! M*+<; :9 A
X*"A%:*8$&Y $AD; ;*M&B ! D%++&D;&: ;9 79% ;<A; ;<& 3&A$ $&G&$ ;=9 *D ;<&N&3D%AD*9" VA';93B !# 79% :9"H; <AG& ;<& N&3D%AD*9" VA';93F *; *D 79%3
"&P; D;&IB !;HD 79%3 "&P; D;&I AD *; 3&$A;&D ;9 *"#$%&"'& A": I&3D%AD*9"F
A": *;HD A" &P;3A93:*"A37 I39+3AMB !;HD <%+&B !;HD A" AMAR*"+ I39+3AMB
! 8394& *; *";9 ;=&$G& $&DD9"D A": ;<&" ! A::&: ;=&$G& M93&B )9 =<A;
!H: $*4& ;9 :9 *D *# 79% :9"H; <AG& ;<*D I39+3AM A": 79% =9%$: $*4& ;9
+&; *;F 79% 'A" +9 ;9F ! +%&DDF I&3D%AD*9"#A';93B'9M 93
;<&I&3D%AD*9"#A';93B'9M.. ! ;<*"4 *;HD Q%D; I&3D%AD*9"#A';93B'9MF A":
79% 'A" 3&A: A89%; *;F A": *# 79%H: $*4& ;9 +&; *;F :9"H; 8%7 *; ;<&3&F 'A$$
93 =3*;& 2*M A": AD4 <&3B !# 79% =A"; ;<& #*3D; /c $&DD9"DF !H$$ +*G& 79%
/0 I&3'&"; 9## 9# ;<A; *# 79% :9 *; *" ;<& "&P; D&G&" :A7DB !;H$$ 4&&I 79%
M9;*GA;&:F 4&&I 79% +9*"+F 4&&I 79% M9G*"+ 9" ;<& $*"& ;<A; 79%H3&
+9*"+ 9"B !# 79%H$$ :9 *; *" ;<& "&P; D&G&" :A7DF !H$$ +*G& 79% /0 I&3'&";
9## 9# ;<A;B _%D; 'A$$ 2*M A": AD4 <&3 93 =3*;& ;9 <&3 A": ;&$$ <&3 =<A;
!HG& DA*: A": !H$$ $&; <&3 4"9= ;99B
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 34/36
!# 79% 8%7 A$$ ch $&DD9"DF !H$$ +*G& 79% /^ I&3'&"; 9##B !;HD "9;
&A3;<D<A4*"+F 8%; !HG& A$3&A:7 I3*'&: &P;3&M&$7 3&AD9"A8$&B K<&" 79%
%":&3D;A": <9= $A3+& ;<*D I39+3AM *DF <9= M%'< *; *"'$%:&DF $*+<; A":
D9%": D&DD*9"D ;9 8A'4 %I &G&37 D*"+$& ;<*"+ ;<A; =& :9 *" ;<A;
I39+3AMF A": =<&" ! DA7 $*+<; A": D9%": D&DD*9"DF 79% :9"H; <AG& ;9
<AG& ;<& $*+<; A": D9%": MA'<*"&F 8%; *;HD $*4& ;<& 9"& 9" ;<& =*$$ A":
;<& D&; I9*"; ;<A; ! +AG& ;9 79% #39M ;<A; I39+3AMB !;HD &P;&"D*G&B !;HD
3&A$$7 &P;&"D*G& A": *; =9%$: 8& 79%3 "&P; $9+*'A$ D;&IB
)9 $&; M& Q%D; +*G& 79% ;<& I<9"& "%M8&3 *# 79% =A"; ;9 'A$$B !;HD ff^.
^-c.h-cX*"A%:*8$&YB _%D; $&; *; 3*"+ D;3A*+<; ;<39%+< 93 I3&DD R&39 ;9 +&;
;9 2*M 93 =3*;& ;9 2*M A; 4*MlMAPI&3D%AD*9"B'9M A": D<&H$$ 4"9=
A89%; ;<*D 9##&3 AD =&$$B 6$D9F *# 79% :9"H; <AG& LA+*'A$ Z8Q&';*9"
LAD;&37F !H: $*4& ;9 9##&3 79% /0 I&3'&"; 9## 9# ;<A; AD =&$$F *# 79% =9%$:
$*4&B !# 79% +&; 89;< 9# ;<9D&F !H$$ +*G& 79% /^ I&3'&"; '9M8*"&:F D9 !
'A"H; :9 M%'< 8&;;&3F ;<&7H3& A$3&A:7 X*"A%:*8$&Y 8%; A; $&AD; *;HD
D9M&;<*"+ ;9 <&$I 79% A": D9M&;<*"+ ;9 4&&I 79% +9*"+ 9" ;<& 3*+<;
IA;<B )9 ;<A; D<9%$: <&$IB
6$$ 3*+<;F D9 ;<& "&P; ;<*"+ ! =A"; ;9 :9 *D ! Q%D; =A"; ;9 3&*;&3A;& A
'9%I$& 9# ;<*"+D ;9 79%B V*3D; 9# A$$F !HM 3&A$$7 +3A;&#%$F !HM +3A;&#%$ #93
;<9D& 9# 79% ;<A; 8%++&: M& ;9 :9 ;<*DF A": 79% 4"9=F =<9 79% A3&F !HM
3&A$$7 +3A;&#%$ #93 ;<9D& I&9I$& =<9 A3&"H; 9" ;<*D I39+3AM ;<A; 8%++&:
M& ;9 :9 *;F 8&'A%D& *# ! <A:"H; 8&&" 8%++&: D%##*'*&";$7F !HM D%3& !
=9%$: "&G&3 <AG& :9"& ;<*DF A": 7&; #93 M& ;<*D <AD ;%3"&: 9%; ;9 8& A
3&A$ 8$&DD*"+B !HG& 3&A$$7 &"Q97&: <AG*"+ ;9 ;<*"4 A89%; =<A; :9 ! :9 9"
A $&G&$ ;<A; *D *";39:%';937F ;<A; +&;D I&9I$& 9## A": %I ;9 ;<& I9*";
=<&3& ;<&7 '9%$: %D&F #93 &PAMI$&F ;<& N&3D%AD*9" VA';93B
)9F ;<A;HD 8&&" A 3&A$ Q97 #93 M&B ><*3:F #93 A$$ 9# 79% ;<A; <AG&
IA3;*'*IA;&: A; A"7 $&G&$F =<&;<&3 79%HG& I9D;&: &G&" *# *;HD 9"$7 9"'&F
=<&;<&3 *;HD IA3;*'*IA;*"+ 87 I%3'<AD*"+F 93 79%HG& A';*G&$7 IA3;*'*IA;&:
=*;< M& 9" ;<&D& 'A$$DF ! =A"; ;9 ;<A"4 79%B !;HD 3&A$$7F 3&A$$7 8&&"
&"Q97A8$& #93 M& ;9 =A;'< 79%3 I39+3&DD A": !H: $*4& ;9 &"'9%3A+& 79% ;9
'9";*"%& ;9 :9 *;B K&H$$ $&AG& A''&DD ;9 ;<& #93%M 9I&" #93 79% D9
79%H$$ 8& A8$& ;9 '9";*"%& ;9 *";&3A';F A": AD ! 'A"F !H$$ 8& <AII7 ;9
3&DI9": A": D9 !H: $*4& 79% Q%D; ;9 '9";*"%& 79%3 $&A3"*"+B
><*D *D A 8&+*""*"+B !;HD A +3&A; 8&+*""*"+B !# ;<*D *D A$$ 79% 'A" :9F *;HD
A" *"'3&:*8$& 8&+*""*"+ A": *; =*$$ D%3&$7 <&$I 79% *" 79%3 &":&AG93D 9#
D&$$*"+ A": *"#$%&"'*"+ #93 ;<& 3&D; 9# 79%3 $*#&B
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 35/36
d":&3D;A": ;<A; &G&37;<*"+ 79%HG& $&A3"&: <&3& *D AII$*'A8$& "9; Q%D; *"
D&$$*"+F 8%; *" A"7;<*"+ 79%H3& :9*"+ ;9 I&3D%A:& I&9I$&B
6": $AD;$7F ! =A"; ;9 G&37 M%'< &"'9%3A+& &A'< 9# 79% ;9 MA4& D%3& A":
#*"*D< ;<& '%D;9M*RA;*9" 9# ;<*D M9:&$ #93 79%B C*G& 79%3D&$# ;<& +*#; 9#
<AG*"+ A ;3A'4 ;9 3%" 9" =<&" 79% "&&: *;B 6": =<&" 79%H3& 3&A:7 ;9+*G& 79%3D&$# ;<& "&P; +*#;F Q%MI %I ;9 ;<& N&3D%AD*9" VA';93 93 #93
;<9D& 9# 79% ;<A; =9%$: 3&A$$7 $*4& ;9 +9 A$$ 9%;F 79% 4"9=F +&; *"G9$G&:
*" M7 I3*GA;& '9A'<*"+ I39+3AM A": !H$$ 8& <AII7 ;9 ;A$4 =*;< A"789:7
;<A; =A";D ;9 ;A$4 A89%; ;<A;B C*G& 2*M A 'A$$F $&; <&3 4"9= 79%H: $*4& ;9
'<A; =*;< M& A89%; *; A": !H$$ 8& <AII7 ;9 .. D<&H$$ D&; A ;*M& #93 %D ;9 :9
;<A;B ><A;HD #93 I&9I$& =*;< ;<& '9MM*;M&"; A": ;<& 3&D9%3'&D
#*"A"'*A$$7B !;HD "9; '<&AIB \%; *; *D ;<& $A;&D; D;A;& 9# ;<& A3;F +3&A;&D; A;
A$$ ;*M&DF A": &G&37 M9M&"; 79%H3& ;<&3& =*;< M& A": I39+3&DD*"+ $*4&
MA:B
)9 =*;< ;<A; DA*:F $994F ;<*D <AD Q%D; 8&&" A 3&A$ ;3&A; #93 M& A": ! 4"9=
#93 A $9; 9# 79% ;<*D =AD $*4& :3*"4*"+ #39M A #*3& <9D& A": ! AII3&'*A;&
79% <A"+*"+ *" ;<&3& A": :9*"+ 79%3 8&D; ;9 A8D938 X*"A%:*8$&Y ;9
'9MI$&;& ;<*D '%D;9M*RA;*9" D9 79% <AG& *;B J9% 'A" A$=A7D +9 8A'4 A":
$994 A; *;B J9% 'A" A$=A7D +9 8A'4 A": AD4 79%3D&$#F =<A; IA3; AM ! "9;
%D*"+ 93 '9%$: ! %D& M93& &##&';*G&$7B 6": ;<&" 4&&I 9" $&A3"*"+B 6$$
3*+<;?
)9 =*;< ;<A;F =&H$$ 83*"+ *; ;9 A '$9D&F ;<& I3&D&";A;*9" I93;*9" A": !H$$
9I&" *; %I #93 E%&D;*9"DF '9MM&";DF A"7;<*"+ 79%H: $*4& ;9 AD4 M&A89%; 93 ;A$4 ;9 M& A89%;F 79%HG& +9; ;<& #$993B 6"789:7 ;<A; =9%$:
$*4& ;9 DA7 D9M&;<*"+ 93 AD4 A E%&D;*9"B
V3A"'&D5 2&"3*'4F ;<*D *D V3A"'&DB ><& #93MA; 9# ;<& N&3D%AD*9" VA';93F *D *; A
M9";<$7 *";&3A';*9" 93 *D *; A .. :9&D &A'< I&3D9" :9 *; D9$9? Z3 *D *; A
;&$&'9"#&3&"'& $*4& ..
2&"3*'45 )%3&B V3A"'&DF =<A; ;<*D *D .. *; =AD 93*+*"A$$7 :9"& AD A M9";<$7
I39+3AM 8%; *; =AD "9; $*G&F D9 =<A; ! :*: *D ! ;994 ;<& MA;&3*A$F 8&'A%D&
*;HD ;<& #*3D; ;*M& ! A';%A$$7 :*: D9M&;<*"+ $*4& =*;< D;%:*9 3&'93:*"+B><&3&HD 9"& 8*+ D&DD*9"F ! ;<*"4F ;<A; =& :*: $*G&B !HM "9; D%3&B \%; *;
=AD"H; A $*G& 'A$$F 8%; ! :*D8%3D&: ;<& $&DD9"D 9" A M9";<$7 8AD*DB 6":
A#;&3 ;<& $&DD9"DF I&9I$& =39;& E%&D;*9"D A": ;<&" ! A"D=&3&: ;<&
E%&D;*9"DB 6": D9 =<A; 79% +9; .. =<A; 79%H3& +&;;*"+ "9= *D ;<&
'%$M*"A;*9" 9#F 79% 4"9=F A$$ 9# ;<& MA;&3*A$ A": A$$ 9# ;<& A"D=&3D ;<A;
=&3& A"D=&3&: A$$ ;<& =A7 ;<39%+< ;<& I39+3AMB
7/24/2019 Influence Selling 08-06-18 09
http://slidepdf.com/reader/full/influence-selling-08-06-18-09 36/36
)9F ;<A;HD =<7 79% 'A" +&; *; "9= AD ;<& #*3D; D&; 9# ;<& $&DD9"D 93 ;<&
&";*3& D&; 9# chB 6": ;<& #93MA; *DF &G&37 $&DD9" <AD A I:# ;<A; :&;A*$D
;<& *"#93MA;*9"F *; <AD ;<& 3&'93:*"+ 9# ;<& *"#93MA;*9"F *;HD A$$
AGA*$A8$& #93 :9="$9A:F A": *; <AD A $*+<; A": D9%": D&DD*9"B 6": 9"
;<& #*3D; D*P M9";<D 9# ;<& I39+3AMF ! :*: A 83&A4A=A7 D&';*9"F Q%D; A"
A::*;*9"A$ I39+3AMF ;<A; ! 'A$$&: ><& L*$$*9"A*3& L*":B ><*D *D D&DD*9"D
$*4& ;<& =*$$ A": D&; I9*"; 8%; *;HD &PA';$7 $*4& .. A::*;*9"A$ I:#F
A::*;*9"A$ .. %I ;9 A" <9%3 93 M93& 9# *"#93MA;*9" A89%; <9= ;9 +&;
79%3 M*": ;9 <&$I 79% A": :9 =<A; 79% "&&: :9*"+B !" #A';F *;HD
8&'A%D& 9# ;<& 3AG& 3&D%$;D 9# ;<9D& #*3D; D*P M9";<DF ;<& L*$$*9"A*3&
L*": I39+3AMF ;<A; !HM "9= '9M*"+ 9%; =*;< ;<& K<*;& )*:& 9#
N&3D%AD*9"F =<*'< =*$$ ;A4& ;<A; I39+3AM *"#*"*;&$7 #%3;<&3 ;<A" ! =AD
A8$& ;9 +9 =*;< ;<A; 9"&B !"#*"*;&$7 #%3;<&3B
)9 ;<&3& 79% +9B
V3A"'&D5 V9$$9= %I E%&D;*9"F ;<A; =9%$: 8&F *# =& =&3& ;9 I%3D%& A"7 9;<&3
I39+3AMDF =9%$: .. *# =& '9";*"%&: ;9 $*D;&" ;9 ;<& =*$$ A": D&; I9*";F
=9%$: ;<&3& 8& A"7 8&"&#*; ;9 ;<A;?
2&"3*'45 68D9$%;&$7F A": ! 3&'9MM&": &G&" ;<& I&9I$& *" M7 '9A'<*"+ I39+3AM
$*D;&" ;9 ;<A; 9" A 3&+%$A3 8AD*DB WG&37 ;*M& 79% Q%D; I%; *" 79%3 M*":
=<A; 79%HG& 3A*D&: 79%3 D&; I9*"; ;9 ;9 ;<A; I9*"; A": ;<&" =<&3& 79%H:
$*4& *; ;9 +9B 68D9$%;&$7B ! $*D;&" ;9 *;B ! $9G& *;B
V3A"'&D5 Z4A7B
2&"3*'45 J&A<B Z;<&3 E%&D;*9"D? 6$$ 3*+<;7F =&$$F ;<A"4 79% #9$4D G&37 M%'<B
!HG& 3&A$$7 &"Q97&: ;<*D A": ! $994 #93=A3: ;9 '9";*"%*"+ 9%3 *";&3A';*9"
A; A #%;%3& :A;& =*;< 79%B !# ;<&3&HD A"7;<*"+ 79% "&&: #39M %DF I$&AD&
'9";A'; 2*M 93 #&&$ #3&& ;9 =3*;& ;9 M& AD =&$$F A": =&H$$ ;A$4 =*;< 79%
D99"F <9I&B UAG& A +3&A; X*"A%:*8$&YB ><A"4D #93 IA3;*'*IA;*"+B >A4&
'A3&B \7& 87&B