Establish Expertise

When you’re the expert on your topic, you activate one of the most powerful social influence principles: authority. Dr. Robert B. Cialdini, founder of Influence at Work and author of the groundbreaking books Influence: Science & Practice and Yes! 50 Scientifically Proven Ways to Be Persuasive, includes “authority” as one of the six most powerful tools of social influence (along with reciprocation, commitment, social proof, liking, and scarcity, which we discuss in other chapters). Here’s one example of the strength of authority.

In 1971, Philip Zimbardo, a professor of psychology at Stanford University, conducted one of the most illuminating social psychology studies in history, the Stanford prison experiment. Seventy college students in the United States and Canada answered a newspaper ad for the opportunity to earn $15 per day by participating in a study at Stanford. After screening for psychological or medical problems, 24 males were selected and randomly assigned to become a guard or a prisoner for two weeks in the basement of Stanford’s psychology department building, which had been transformed to look and feel like a prison with bars on the doors and no windows. Prisoners entered in a state of shock after having been “arrested” by city police officers and brought to the prison blindfolded. They then experienced the humiliation of being strip-searched, deloused with a spray, and dressed in a smock with their number, shackles on their feet, and a stocking cap on their head. The guards wore identical khaki outfits, mirrored sunglasses, and carried billy clubs. The first day was fairly uneventful, but on the second day of the experiment, the prisoners revolted. They ripped off their stocking caps and numbers and cursed at the guards. The guards responded forcefully—they stripped the prisoners naked and put several into solitary confinement. Guards continued to use physical and psychological measures to keep prisoners in their place. One prisoner broke down on day three and was released, and the whole experiment ended after just six days instead of the planned two weeks because of the damaging psychological effects on both guards and prisoners. Prisoners followed the rules of the guards, who followed the perceived rules of their roles to keep prisoners in line. During the experiment, parents came to study but no one overtly objected or asked that their son be released. The reason for all of this obedience? Authority. Factors of authority included the clothes people wore, the fact that the study was conducted at Stanford University, and the way in which the guards acted.

The Stanford prison experiment shows us just how powerful authority is. In this study, the harmful effects of abusing authority are clear. On the flip side, we can positively influence people by using authority. As with any tool of social influence, the effects are powerful, and we must carefully consider our ethical, legal, and moral values with the goal of influencing people for the better. So what are some of the ways in which we can convey authority to show credibility and positively influence others?

Know everything about your topic and provide exceptional value

When you’re an expert in your field, you have a greater level of confidence and authority. You know that you’re up on the latest research and ways to help your client, and your client receives exceptional value.

Neuroscience research shows that people’s brains actually respond differently when the person speaking with them is an expert. In one study, when the communicator was an expert, functional magnetic resonance imaging showed activity in the prefrontal and temporal cortices, which involve active processing and elaboration. Expert communicators also affected the caudate nucleus and people’s attitudes of trustworthiness, learning, reward, and value. In addition, people perceived as experts impacted the medial temporal lobe and enhanced memory. Our brains, therefore, recognize, trust, and remember experts better than others.

When you’re the expert in your field, you have immediate credibility. You’re able to refer to what you’ve learned at recent trainings, in books you’ve read, by helping other clients, and in your formal education. Clients and potential referral partners feel relaxed and comfortable with you. They feel like you “know your stuff.” It is typically not possible to be and be perceived as the expert if your scope is too large. Instead, own a narrow area of your field and be the best in the world at that.

In general, titles and degrees are a quick and effective way to show your expertise. While using your titles is often helpful, remember the prison experiment and think about how much power you want to have. Sometimes leading with your title can intimidate other people and reduce their comfort, creativity, or confidence to challenge you.

You may have continuing education requirements in your field, but consider going beyond these on a quest for ongoing knowledge and expertise. Think about what your client would perceive as conveying expertise—it may be that a particular training, certification, or study is not of value to them, but that there is something else that is.

Be polished and professional without being too polished and professional

Numerous studies show how much more credibility and influence people in uniforms have than people in lay clothes. You may have noticed how doctors often wear scrubs or white coats on television, which commands an instant level of attention and respect. Your clothes may place you in a power position over other people. Or you may choose to dress similarly to your clients and potential referral partners if it makes sense to equalize the perception of power. One of my clients told me that in her field in medicine, dressing well conveyed a level of respect for patients. I had never thought of it in this way, but dressing well can connote, “You’re worth it,” while dressing very casually can indicate, “I can’t be bothered.”

Accessories such as handbags, watches, other jewelry, and even cars send an important message as well. Your clients and potential referral partners will feel most comfortable when these trappings indicate that you are successful. Everyone wants to work with the person who’s the best and most successful. On the other hand, if you overdo the prestige and affluence indicators, people may wonder if they are just “little fish” to you and if you’ll give them the attention that they need. They may perceive you as materialistic and feel uncomfortable. The culture in which you live, the client’s background, and many other factors come into play in determining where the happy medium lies. One of my friends in Los Angeles told me of the expression, “You can never be too rich or too skinny.” In many areas and situations, however, being seen as too rich, too skinny, too polished, and so on can be a bad thing.

Someone may come across as beautifully polished but may have the air of a beauty pageant contestant and lack credibility. Someone may dress professionally but lack a sense of style and personality. In considering your choices for clothing and accessories, emphasize congruence with your brand. Your expertise, tone of voice, personality, body language, color choices, style, and so on should all fit together like a seamless puzzle. All of these things are part of nonverbal communication. If there is a mismatch between your verbal and nonverbal communication, people believe the nonverbal.

Now that we’ve discussed the four powerful ways to initiate relationships in the first four chapters, let’s move on to the next section and explore how to follow up, add ongoing value, stimulate discussions, and be memorable.