Unity Trumps Other Principles of Influence

“I was encouraged by my friend to do something that is normally a bit of a drudge. Done together, it was fun and easy,” my good friend and book coach, Barbara Grassey, shared in a recent email.

Think about it. Jesus said, “My yoke is easy and my burden is light.” He invites the weary to come alongside Him for rest. 

Simon Sinek wrote Together is Better. 

Ecclesiastes 4:12 tells us, “A cord of three strands is not easily broken.”

What’s the common thread here? Unity.

Dr. Robert Cialdini first introduced Unity as a principle of influence in his 2016 book, Pre-suasion: A Revolutionary Way to Influence and Persuade. He admitted this principle had always been present but was hidden beneath the surface.

Humans are inherently social creatures. Even the most independent among us are part of an intricate web of connections. Consider something as simple as the food on our table. It involves farmers, store employees, and countless others. Our lives are intertwined in countless ways.

Unity is deeper than just liking someone. It’s about a shared identity, a sense of “we-ness.” You can feel unity with people you don’t know well and may not even like. My father served in the Marines and spoke of men he didn’t like but would have died for because they were brothers in arms.

Think about family. There are things we’d do for relatives, even those we’re not particularly fond of, that we might not do for our closest friends. Need a kidney?

When unity is present, it trumps all other principles of influence. Why? Because it’s like helping yourself. This shared identity makes us more willing to support each other because each benefits in some way from the transaction.

So how can we harness this principle in our everyday lives and work? Here are some practical tips:

1. Shared Goals and Values: Highlight common goals and values. Whether it’s in a team meeting or a sales presentation, emphasizing shared objectives fosters a sense of unity.
2. Inclusive Language: Use language that reinforces togetherness. Words like “we,” “us,” and “together” can create a powerful sense of belonging.
3. Team Activities: Engage in activities that build camaraderie. This could be team-building exercises, group projects, or even social events outside of work.
4. Acknowledge Contributions: Recognize and celebrate individual contributions to the collective effort. This reinforces the value of each member within the group.
5. Create a Shared Identity: Develop a sense of identity within your team or organization. This could be through branding, mission statements, or shared rituals and traditions.

The Power of Unity in Action

Incorporating the principle of unity can transform how we influence and persuade. Here’s a real-life example: At State Auto Insurance, we introduced the principle of unity in our training programs. We emphasized how each employee, regardless of their role, contributed to the company’s success. This sense of shared purpose was encapsulated in the phrase, ESSA – Everybody Sells State Auto. It not only boosted morale but also improved performance across the board.

Another powerful instance is from my time with Travelers Insurance. We used personality styles to understand and connect with colleagues and clients. By recognizing and respecting different styles, we fostered a sense of unity that made our interactions more effective and harmonious.

Applying Unity in Sales

In sales, unity can be a game-changer. Imagine you’re selling insurance. Instead of just focusing on the product, you highlight how choosing your insurance company or agency makes the client part of a larger, supportive community. This shifts the focus from a transaction to a relationship.

When dealing with different personality types, unity can be tailored to fit their preferences. For instance, with Amiables, emphasize the supportive and caring community they’ll be part of. For Drivers, focus on how being part of your client base aligns with their goal of achieving success.

Unity in Leadership

As leaders, fostering unity can lead to more cohesive and motivated teams. Encourage collaboration, create shared goals, and recognize everyone’s contributions. Unity is not just a feel-good concept; it’s a strategic approach to building stronger, more effective teams.

Conclusion

Unity is a powerful principle that can enhance our influence in profound ways. It’s about more than just getting along; it’s about creating a shared identity and purpose. By incorporating unity into our daily interactions, we can build stronger connections, foster collaboration, and ultimately, achieve greater success together.

Let’s embrace unity and transform how we influence others. Share your thoughts and experiences in the comments. How have you seen unity make a difference in your life or work?

Remember, unity is about creating a sense of belonging and shared purpose. Use it to enhance your influence and watch the positive impact it has on your relationships and success.

Written with ChatGPT

Brian Ahearn

Brian Ahearn is the Chief Influence Officer at Influence PEOPLE and a faculty member at the Cialdini Institute. An author, TEDx presenter, international speaker, coach, and consultant, Brian helps clients apply influence in everyday situations to boost results.

As one of only a dozen Cialdini Method Certified Trainers in the world, Brian was personally trained and endorsed by Robert Cialdini, Ph.D., the most cited living social psychologist on the science of ethical influence.

Brian’s first book, Influence PEOPLE, was named one of the 100 Best Influence Books of All Time by Book Authority. Persuasive Selling for Relationship Driven Insurance Agents was an Amazon new release bestseller. The Influencer, is a business parable designed to teach you how to use influence in everyday situations.

Brian’s LinkedIn courses on persuasive selling and coaching have been viewed by over 725,000 people around the world and his TEDx Talk on pre-suasion has more than a million views!