Influencing Behavior 101

Influencing behavior is an important skill for those who work in sales and negotiations. Understanding the factors that influence behavior is critical for promoting a positive work culture, increasing productivity, and improving efficiency. This article will look at the four types of behavior, the factors and the forces that influence behavior. In addition, we will outline a four-step influencing people’s behavior model that you can use to improve your negotiation skills. 


There are four types of behavior 

The types of behaviors mentioned in the introduction are critical to understanding human behavior. You can improve your ability to influence others and achieve your goals by recognizing and understanding these types of behaviors. 

  1. Optimistic Behavior: These individuals are prone to see the positive in people and situations, which can help them stay motivated and focused on their goals. Optimism is linked to resilience and the ability to cope with stress. 
  2. Pessimistic Behavior: These individuals are inclined to focusing on the negative aspects of situations and people, which can lead to anxiety and low self-esteem. Pessimistic behavior is associated with a lack of confidence and an unwillingness to take risks. 
  3. Trusting Behavior: Individuals with trusting behavior always choose cooperation, even if they lose personally or professionally. These people are dependable and supportive, which can help them form strong relationships with others. Empathy and the ability to put oneself in the shoes of another are associated with trusting behavior. 
  4. Envious Behavior: Individuals who are envious believe that it doesn’t matter how much they achieve as long as they achieve more than others. This type of behavior can cause feelings of jealousy and competition, which can harm relationships and lead to a lack of cooperation. Envy behavior is associated with a focus on personal gain and a disregard for others. 

Understanding these four types of behavior can help you in a variety of situations, such as negotiations, sales, and management. People who recognize these can modify their communication style and approach to better connect with and influence others. 

4 Behavior Elements 

  1. Motivation: What drives a person to behave in a certain way is referred to as motivation. People are motivated by a variety of factors, including rewards, recognition, personal satisfaction, and a sense of purpose. Understanding what motivates a person can help in the creation of an environment that promotes positive behavior and performance. 
  2. Perception: The way a person perceives their actions and how others see them is referred to as perception. Past experiences, cultural background, and personal biases can all have an impact on people’s perception. Understanding different ’s perspectives can help you communicate more effectively and build stronger relationships. 
  3. Learning: The process of acquiring new knowledge, skills, and attitudes in order to improve performance is referred to as learning. Formal training, coaching, or on-the-job experience can all be used to learn. Effective learning can result in improved performance, job satisfaction, and career advancement. 
  4. Attitude or belief system: This factor is based on an individual’s values and vision of the world. People with a positive attitude tend to see the glass as half-full and see challenges as opportunities. Those with a negative attitude tend to see the world through a half-empty lens and may struggle to cope with challenges. 

Understanding an individual’s attitude or belief system can contribute to the growth of stronger relationships and the creation of a positive work environment. 

How Do You Influence Behavioral Change? 

Changing behavior requires a number of steps. To begin, it is essential to understand the individual and their motivations, values, and goals. It is pivotal to establish a relationship and trust in order for the person to be receptive to your suggestions. 

Following that, you must identify the specific behavior that needs to change as well as the reasons for it. This can contribute to the creation of a personalized plan of action for the individual. 

Constructive feedback is essential for raising awareness and motivating people to make changes. It is critical to emphasize both positive and negative aspects of the individual’s behavior. 

Support and resources, such as training, coaching, or mentoring, can assist the individual in changing their behavior. Because change takes time and effort, it is critical to be patient and understanding. 

Celebrating small victories and progress can provide motivation and encouragement to continue working toward the desired behavior change. 

Finally, modeling the behavior you want to see and leading by example can be an effective way to influence behavioral change. It is critical to remember that everyone is unique, and that you must be flexible and adapt your approach to the individual’s needs and circumstances. 

How do others influence our behavior?

Having awareness of how our behavior is influenced by others, also helps us to identify potential triggers and prevent being influenced during a negotiation. 

Here are some ways that others can influence our behavior:

  1. Social norms: Unwritten rules about what behavior is appropriate or expected in a given situation are referred to as social norms. We frequently conform to these norms to fit in with others or to avoid being labeled as deviant. For example, we may dress differently, speak differently, or hold certain attitudes or beliefs based on what is considered “normal” in our social group. 
  2. Conformity: The tendency to adjust our behavior to match that of those around us is referred to as conformity. This can occur for a variety of reasons, including a desire to fit in, a belief that others are more knowledgeable or competent, or a fear of rejection or criticism. Conformity can be observed in situations such as group decision-making, where individuals may follow the majority’s decision even if they disagree with it. 
  3. Peer pressure: Peer pressure is a type of social influence in which we feel pressure to conform to our peers’ expectations or behaviors. This can be positive (for example, when friends encourage us to engage in healthy behaviors such as exercise) or negative (e.g., when friends pressure us to engage in risky behaviors like substance use). 
  4. Modeling: The process of learning by observing and imitating the behavior of others is referred to as modeling. We can learn from the behavior of people we admire or respect, or we can learn from our parents, peers, or other influential people. 
  5. Persuasion: Persuasion refers to attempts by others to influence our attitudes or beliefs about a specific topic. This can occur through direct communication (for example, a sales pitch or a political campaign) or through more subtle forms of influence, such as advertising or media messages.

A four-step influencing model

Shapiro Negotiations Institute’s (SNI) four-step influencing model provides a framework for individuals to improve their negotiation skills. Each step in the model is intended to have a positive and effective influence on others. 

  1. Build credibility: The first step in the model is to build credibility with the person you want to influence. This requires building trust and demonstrating expertise in the subject matter. Credibility can be gained by sharing relevant experiences and credentials, actively listening, and demonstrating empathy and understanding. 
  2. Engage emotion: Emotions play a critical role in decision-making. As a result, the model’s second step is to engage the person’s emotions. This can be accomplished by understanding their needs, desires, and values and appealing to them emotionally. For example, telling a story that resonates with them or emphasizing the advantages of a specific decision that aligns with their values can be effective. 
  3. Demonstrate logic: Once you have engaged the person’s emotions, the next step is to provide logical reasoning for your argument. This entails using facts, data, and logic to back up your claim. However, rather than overwhelming them with data, it is critical to convey this information in a compelling and easily understandable manner, such as through visuals or storytelling. 
  4. Facilitate action: The final step is to create an environment that makes it as likely as possible for the person to take the desired action. This may entail employing “choice architecture” to ensure that the default decision is one that aligns with your goal. This can be done at both the macro and micro levels, such as influencing company culture or an individual’s decision-making process. Creating an environment that encourages the desired behavior can improve the chances of success. 


Influencing workplace behavior is critical for fostering a positive work culture, increasing productivity, and improving efficiency. 

Understanding the various types of behavior, the factors and the forces that influence behavior is critical for creating a positive work culture, increasing productivity, and increasing efficiency. 

To influence behavioral change, use SNI’s four-step influencing model to build credibility, engage emotions, demonstrate logic, and facilitate action. 

Shapiro Negotiation Institute 

You can improve your negotiation skills and become more effective at influencing behavioral change by using SNI’s four-step influencing model.  Visit our website or contact us today to learn more about the Shapiro Negotiations Institute and how our negotiation training and coaching services can help you improve your influencing skills 

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