Latest / Amplify Your Marketing Message with Christine Campbell Rapin / 171 - Influence People to Choose You

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171 - Influence People to Choose You · Amplify Your Marketing Message with Christine Campbell Rapin

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  Everybody brings a unique perspective, a unique attribute,
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  and your ultimate competitive advantage comes down to the
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  person you're looking at in the mirror.
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  So today, I'm super excited to introduce you a guest today
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  who's going to talk about how do you influence other human beings
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  to see you as the human being. That is a safe bet and the
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  person to choose. Give a very warm welcome to our
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  guest today, Mr. Christian Hanson.
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  Welcome to the show. Thank you so much, Christine.
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  It's an honor to be here. I'm super excited to have this
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  conversation. You and I have played in the
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  world playground, connecting to human beings, working in places
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  and with cultures that are not our own.
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  Yes. And yet there's a common theme.
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  Everybody wants to be the person chosen at recess.
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  So talk to us where your story begins and how you got to be the
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  guy who built a system to help people get influence and be
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  chosen. You know, it's kind of funny
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  because I never saw myself arriving here as an
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  entrepreneur, but I, I got my start in higher education
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  admissions. And so as I was the guy reading
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  and interviewing thousands and thousands of applications,
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  realize that I had a front row seat at learning something that
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  most people don't ever get the chance to learn.
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  And that is how do you stand out?
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  What works right? And I started to notice
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  patterns, habits and techniques that master communicators were
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  using, whether they knew it or not, that made them stand out.
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  And so overtime, as my career progressed in running MBA
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  programs and running HR programs overseas, and then also working
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  in ultra high net worth finance, these same principles kept
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  coming up again and again of how great people and great
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  communicators stand out. So I wrote a book about it.
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  It's called The Influence Mindset, The Art and science of
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  Getting people to choose you. And it digs into this key thing
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  that essentially our brains are wired to pay attention to
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  certain things. And if you simply learn how to
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  communicate in ways that the brain is predisposed to pay
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  attention to, then you're going to stand out.
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  And the book was a #1 bestseller and LinkedIn put it in their top
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  ten list for books on marketing, which is ultimately what I love
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  helping, you know, companies and businesses do, you know, love
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  walking alongside them, helping them shift their language in
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  such a way that it makes them stand out and be the obvious
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  choice in a really crowded marketplace.
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  But I love about where you have come from because we were
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  chatting before we came on screen, is that this isn't AI
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  enabled, this isn't patterns that you went to the shortcut
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  everybody's going to now, which is actually leading you to the
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  sea of sameness and not in fact standing out.
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  What was the first clue you had about these tips, these unique
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  things that the highly successful set started with?
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  Yeah. You know, it's interesting
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  because, you know, I remember specifically sitting in, you
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  know, an admissions committee meeting and an essay was pulled
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  up and, like, it was Friday. We were all tired.
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  And, you know, we're kind of the group of people that you think
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  would drink pickle juice to ruin everyone's day.
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  You know, that's what we do. And we are denying students
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  left, right and centre. But then there is this one
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  application that just came up right?
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  And there was something in how the student wrote something, how
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  they presented themselves something, how they made this
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  difference. And I watched as all the, you
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  know, the Grinches hearts in the rooms, you know, spread the 10
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  sizes, their size and everyone's like, we need to have this
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  student. Now.
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  The grades the student had were OK, right?
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  And the GPA not nothing was remarkable, but isn't how this
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  should have presented them. Like, So what just happened As
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  my colleagues all left, I then took that application and began
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  to study it and go, what are the things that are working here?
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  Later, I actually had a very good friend of mine who found
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  out he had a congenital disease that he, he couldn't be a
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  chiropractor anymore. And he called me up.
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  He's like, I, I need to make a career change.
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  So as I was chatting with him, I said, you know, I think an MBA
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  would be a really good fit. And at the time I was running an
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  MBA program and I said, I want to teach you what these
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  strategies are. OK.
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  And as you apply to our program, I don't want to touch your
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  application. I'm not going to acknowledge
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  you. I'm not going to get involved in
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  any way. But six weeks later, after I'd
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  kind of trained and worked with him on these ideas, I watched
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  has one of my colleagues brought up his application and said,
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  this guy, he's a chiropractor applying to an MBA program.
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  And his responses were amazing. And I watched as they started to
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  repeat all the key points that my best friend had said that I,
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  you know, coach them had to think in that different way.
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  And that's when I realized, as they all said, we're going to
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  admit this person, even though we would never have admitted
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  another person like him, But he was able to explain and position
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  himself so well. We think he'll do very, you
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  know, he'll be very successful here.
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  That's when I realized, OK, maybe I found some lightning in
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  a bottle and I need to share other share this with others.
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  I love it. We all bring something very
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  unique and it is up to us to also write that story and that's
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  what I hear in your example here with your chiropractor person.
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  They could have been great on paper, but they had to
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  influence. Let's talk about that word
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  influence, because I think we get it everywhere from
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  influencers to be a person of influence to something that I
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  think is talked about so much but is not maybe commonly
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  defined. How do you define influence?
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  Influence as when two things occur that when you are able to
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  establish your competence and create connection with another
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  person, you have just influenced them to choose you prior to
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  perceive you as more in advantageous than others.
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  We got to remember that people don't choose or reject you, they
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  choose or reject their perception of you and your words
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  and behaviors that you provide them are the materials that
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  people use to create their perceptions.
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  Now, we also need to understand, though, that our brains are
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  wired to, you know, ensure our survival.
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  And if my brain is wired to pay attention to things that help me
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  survive, that means your brain is too.
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  And yet in sales situations, our insecure brain sometimes hops up
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  and takes control, and it makes us feel great.
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  But I'm overlooking your needs at the same time.
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  So how can I intentionally put back my own insecure brain needs
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  and reinvest the energy into focusing that I'm helping your
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  brain feel like it's increasing its chances for survival.
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  And that's one of the key things that I think when you're able to
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  establish competence and connection and focus on ways
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  you're helping the other person truly get to where they want to
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  go and not just, you know, have yourself say things, helps you
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  feel better. That's how you can create
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  influence in a way that influences people to choose you.
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  I love that this is too directional because connection
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  cannot be created on one side. It can be stirred, it can be
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  emoted, but it must have a receptive side.
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  And you call it the squirrel brain because you know, we talk.
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  Well, the biology of our own safety can lead us into some
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  unfortunate not serving communication patterns.
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  How do we stop that? You know, so I've discovered
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  that there are 7 EQ or emotional intelligence brain hacks that if
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  you use these, it helps, you know, give your brain a chew
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  toy, have it sit in the corner, right?
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  So it's not getting in the way. So you can focus on other
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  people. So one of the things that I
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  train people how to do, for example, one of the EQ brain
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  hacks is, you know, first of all, when you ask your brain a
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  question, it helps it focus in the area that you wanted to.
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  So the person that controls the questions controls the
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  conversation. And that especially is relevant
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  with your brain. So one of the questions that I
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  like to help people ask themselves in any situation is
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  this, number one, how can I also acknowledge this person's
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  emotions right now? You may be in a presentation,
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  you've got your PowerPoint stuff, you have your brochure
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  with all the facts, figures and achievements that are going to
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  showcase what you can do. But in that moment as you're
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  sharing this, all the competence that you can bring, how can you
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  also acknowledge this person's emotions right now?
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  When you do that, that creates that ideal balance of competence
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  and connection. That creates influence and helps
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  your brain focus on truly what's most important.
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  And one of the ways that you can do that are my four favorite
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  words to use in conversations. And that is saying something.
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  It's saying that must have been when someone's talking to simply
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  reflect back to the point that must have been really hard or
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  that must have felt incredible. That must have been so amazing,
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  that must have been so fulfilling.
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  If you can take the moment to acknowledge their emotions, that
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  reflecting back the emotion that they're expressing to you in
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  that moment, that is one of those simple ways that helps you
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  build connection in a way that makes you unforgettable.
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  I think this is interesting. Connection is one of the things
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  that I think business owners right now are really struggling
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  with. Yes, we have really run this
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  pendulum that the world imposter syndrome is a nice badge of
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  honor. And I can hide behind
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  technology. I can hide behind automation.
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  I can hide behind somebody else's opinion being louder than
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  my own. And I constantly disrupt that
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  pattern by saying, just remember, you get hired for your
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  opinion and you get hired based on your ability to be seen as
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  human. And we have a lot of people in
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  the business world who think emotions don't play a role, yes,
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  or struggle to have learned. While we get they should.
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  Nobody's teaching this component of it's OK to have every emotion
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  you have. None of them are good, none of
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  them are bad. They just are.
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  And what they are is transient, truthfully.
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  So just ride the waves. But for you and your own
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  experience, how do you take somebody who has that bias, who
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  has that discomfort that you're saying, gosh, you want me to
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  open the account of emotions at the table?
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  How do I take the leap of faith? Because you're saying it's a big
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  win on the other side. It really is.
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  We need to understand that that first of all behavior is, you
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  know, there's the phrase we decide emotionally and then we
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  justify logically. And we have to understand that,
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  you know, we are, you know, a problem is not a problem until
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  someone feels something about it.
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  OK. And so, you know, there are
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  things in my life that are not ideal and I need a fix, to be
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  quite honest. But the things that I'm spending
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  time and attention on are things that I have feelings associated
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  with. And so though someone may come
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  with the reason of why they want something done, I need to
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  understand that that may be the spear tip, but the shaft of the
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  spear behind what the driving force as to why they're doing
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  something are the emotions that they have.
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  And my ability to identify and respond and anticipate those
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  emotions are going to give me a competitive edge compared to
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  those who don't, right? When people reach out to me for
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  services, I can say things like, Oh yeah, I totally can do that.
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  That's not a problem. I can provide that value.
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  Or I can recognize the emotion that they have that they're
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  trying to be the hero of the story.
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  They're trying to overcome something, they're frustrated
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  and they're afraid of the impacts that's going to have in
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  their life. And so if at the same time, and
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  I can say I'm here to help you get to where you want to go.
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  And boy, I really see the difficulty that you've gone
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  through to get to where you have and it is amazing to see your
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  progress. At the same time, I'm
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  communicating on the 2 levels of competence and connection.
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  Thing is that if competence plus connection equals influence, and
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  competence without connection is just noise and you're going to
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  sound just like everybody else, we gotta have that balance.
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  So we've got influence happening, we're building
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  connection. But talk to me about this idea
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  of choice. How do we invite, secure and
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  recognize when choice is actually happening?
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  You know, when people are are making the choice, we need to
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  1st understand what they're what is the reason behind the choice?
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  And one of the things is to really be sure you present is
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  how your value is the obvious choice.
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  And it is the most likely way that people are going to get to
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  where they want to go. And what I think the the easiest
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  habits and strategies of being able to secure that and
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  influence that is by speaking in what I call insight.
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  Now there's 4 levels of information and I cover this in
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  my most recent with the influence mindset for sales
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  acceleration, where essentially there's knowledge, right, then
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  there's experience, then we have insight and we have wisdom.
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  Now The thing is, is that and when you speak an insight, your
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  value is perceived to be much more higher than someone who
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  could only speak in knowledge and experience.
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  There was a study conducted in 2013 where a management group
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  assessed I think over about 60,100 thousand employees and
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  they asked him across the world what is the most important
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  attribute that a leader needs to have.
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  And they discovered that being perceived as a strategic thinker
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  was major perceived value go up by a factor of almost 50
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  compared to someone else whose only perceived as being highly
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  skilled. So my question is when you share
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  your value, how much of it is talking about how much you know
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  and how much you've accomplished versus how much you're able to
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  help someone use insight and little things so they can
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  shortcut the way to get to where they want to go?
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  Because when you are help people see you as a strategic thinker,
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  that you communicate insight, then you're going to be seen as
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  the obvious choice by nearly a factor of 50 compared to someone
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  else. So as someone's making that
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  choice, how can you communicate your value in levels of insight
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  so they see you as the quicker way and the more secure way of
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  trying to get to where they want to go?
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  Well it comes down to D risking choice.
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  Yes I share my opinion about what is likely to come.
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  I'm building from knowledge, I'm building from lived experience
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  and I have a certainty based on the fact I might be chapters
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  ahead than the current person who is seeking a better outcome.
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  And I always tell people, you get hired for your opinion.
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  And when someone chooses to hire your services, they're asking
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  that together you navigate an unknown future.
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  They don't expect it to be perfect.
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  They don't expect to have all the answers, but they're relying
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  on the knowledge and the expertise.
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  And they've chosen you because of the insights you shared,
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  which is why do not ever outsource your insight to an
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  algorithm of a blend of a million other people.
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  You're going to go right back to the sea of sameness.
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  And so I want to ask you, how have you, because you've got 2
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  successful books, Congratulations on the most
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  recent publication, 2 successful books right now.
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  How do you hold your own opinion when everybody is there to
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  influence you away from it? You know, this is one of those
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  gut check things because I think how we show up authentically and
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  with authenticity is a is just as an important business asset
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  as the opinions or insights that we bring to the table.
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  And because that is a powerful thing.
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  You know, when when you encounter someone who is a
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  compelling personal story that has gotten them to where they
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  want to go. And that's coupled with the
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  insights that they bring. And that is a potent combination
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  of potent set of chemistry that influences you to choose them.
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  And so we, but yet so often times were taught to doubt or to
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  question ourselves and, and question our authenticity.
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  But the thing that helps me stay true to being, you know,
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  authentic and, and who I'm trying to be and who I'm trying
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  to show up with in every way that I can, is simply realizing
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  that, you know, my, the greatest gift I can give to someone is
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  the gift of myself. And I'm not putting on any
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  narcissistic way that I'm anything, you know?
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  Where you contribute uniquely, make sure you do that.
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  Yeah, I, I have a unique set of backgrounds that enables me to
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  see things in ways that other people don't.
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  You know, as someone who's literally read thousands and
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  thousands of applications of people trying to tell me stories
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  to influence them to choose me, right, That influence me to
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  choose them. I can.
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  I've seen things that most people overlook.
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  And it's that background that has enabled me to identify
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  trends and habits that a lot of people overlook.
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  Now other people have other gifts, and I think it's
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  important to to avail yourself of the abilities and gifts.
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  Well, you know other people, but there's a secret sauce, and that
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  secret sauce is unique and it gets the results.
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  And it has thus far. The most powerful question to
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  that that gut Check my peeps here in our audience.
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  Sounds good. Is it true?
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  Is it true for who I am when I look in the mirror?
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  And it is important we take that time to do that because when
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  we're spinning and the world is asking for sound bites, it's
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  easy to trip and give them an instinct, but not in certainty.
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  And the truth always outs. So I want to ask you, because
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  you have been a fabulous guest with us here, I want to know
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  what's working for you to amplify your message.
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  How are you finding clients right now to serve to help them
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  create choice and influence in equal measure?
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  Absolutely. Uh, referrals right now are the
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  main thing that's really growing my business, really serving
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  people and then empowering them to go and tell my story when I'm
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  not in the room. I believe that one of the most
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  important conversations in business happens between someone
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  I have just served and someone I could potentially serve when I'm
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  not there, right? And so how am I empowering the
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  people that I'm just serving now, my current clients, how
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  empowering them to tell my story when I'm not there.
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  And that's been a key thing because then when they're people
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  out telling my story and about the service that I'm able to
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  provide them to others, that is a warm lead that I don't have to
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  work as hard for. And that when they reach out to
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  me and have a conversation, I know that they have been
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  prepared with the narrative and I've prepared other people to
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  tell on my behalf. And that makes those sales
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  conversations go a lot smoother. And in fact, the majority of the
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  growth of my business is coming 100% from referrals at the
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  moment. And and talking with former
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  people that I have served after offering additional value,
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  sharing them, you know the new concepts that are in the book
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  and how it could be most implemented and helpful for them
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  that is turning into more and more opportunities.
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  What's important to make referrals effective?
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  Guys pay attention, he just said.
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  I am influencing their narrative and I'm equipping them to talk
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  well in a way that leads to trust, authenticity and a
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  confident solution to the problem the next client is
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  seeking. Love this on every level.
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  So tell us, how do we find you? How do we get these books that
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  we have been hearing about today?
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  How do we know more about your services?
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  Absolutely. By websites, the Christian,
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  hansen.com. Also, I'm really active on
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  LinkedIn. I have a weekly newsletter of
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  original content that I see and that I write about, you know,
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  how to become more influential and how to increase your
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  success. And it's, you know, stories that
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  I see and witness in the research that can help you do
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  that. So feel free to join my
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  newsletter. It's completely free on
• 19:31
  LinkedIn. You can find me if you write
• 19:33
  Christian Hanson influence on the LinkedIn search bar, then we
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  can easily connect there. And again, my website is at the
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  Christian hansen.com. This guy in your.
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  Network and the books are also available on Amazon and Audible
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  as well. So 2 tasks, my friends.
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  One, go connect to the Christian Hansen, find him on LinkedIn,
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  download his book and tell you how you're using that tool to
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  create big ripples of impact. I think that's an awesome,
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  awesome way to take action at a today's episode on here on
• 20:07
  amplifier marketing message Christian.
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  Thank you for being our guest. Thank you so much, Christine.
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  It's been an honor to be here. Absolutely, guys, make sure you
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  stick around, grab your resources and we will see you on
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  our next episode. Take care.