How to Choose and Use the Right Influence Style

Influencing others effectively is a critical skill. Whether you are a leader guiding your team, an HR professional managing change, or a consultant advising clients, your ability to adapt your influence style to the situation can make or break your success.

In this blog, we’ll explore the five influence styles measured by the Influence Styles Indicator (ISI), how to use them effectively, and the key factors to consider when choosing the best style for any situation.

What Is the Influence Styles Indicator (ISI)?

The Influence Styles Indicator (ISI) is an assessment tool designed to help individuals understand their preferred ways of influencing others. It evaluates five distinct influence styles—Asserting, Convincing, Negotiating, Bridging, and Inspiring—and provides insight into when and how to use each style effectively. By identifying your natural influence tendencies, the ISI enables you to recognise strengths and areas for development, allowing you to adapt your approach to different situations and audiences.

The ISI was developed based on extensive research into leadership, communication, and influence dynamics in professional settings. The tool draws from psychology, behavioural studies, and organisational development theory to create a comprehensive framework for understanding how people influence others. Its development involved input from leadership experts, consultants, and psychologists, ensuring that the assessment captures the most effective strategies for influencing a wide range of personalities and situations.

As a result, the ISI is used globally in leadership development, coaching, and team-building programs to help professionals improve their interpersonal influence and communication skills.

The Five Influence Styles: A Quick Overview

Each style measured by the Influence Styles Indicator (ISI) reflects a different approach to interacting with and persuading others. The key to effective influencing is understanding which style to use in different situations:

1. Asserting

• What it is: The asserting style is characterised by confidence and logic. Individuals using this style rely on data, facts, and clear reasoning to influence others.
• When to use it: Asserting works best when you need to make a decision based on objective information or when time is of the essence. It’s particularly effective with audiences who value efficiency and factual evidence.
• Example: A leadership consultant advises a client on which market to enter based on detailed research and financial projections. By presenting data-backed recommendations and outlining the clear benefits, the consultant makes a compelling case for the client to act.

2. Convincing

• What it is: Convincing involves appealing to emotions, values, and shared beliefs. This style works by creating rapport and making others feel emotionally connected to your message.
• When to use it: Convincing is useful when you need to generate enthusiasm or win over individuals who are more driven by personal values than data. It's great for introducing new ideas and inspiring others.
• Example: An HR professional introduces a new employee well-being program by sharing a story of how a similar initiative significantly boosted morale and engagement at another company. The emotional appeal, coupled with a connection to the company’s values, helps win leadership buy-in.

3. Negotiating

• What it is: Negotiating focuses on finding compromise and seeking win-win solutions. It’s about understanding different viewpoints and working toward a mutually beneficial outcome.
• When to use it: This style is ideal when there are conflicting priorities or when multiple parties need to be satisfied. Negotiating is effective in fostering collaboration and resolving disputes.
• Example: A sales manager brings together two departments with opposing goals. The manager proposes a balanced compromise: meeting the sales team’s short-term needs while ensuring the product development team’s long-term strategy is still on track.

4. Bridging

• What it is: Bridging emphasises relationships, collaboration, and bringing together key stakeholders. It involves building networks and fostering cooperation between different parties.
• When to use it: Use bridging when you need to create alliances or gather support from multiple groups. This style works well in cross-functional projects or during organisational change initiatives.
• Example: A change management consultant is tasked with rolling out a new company-wide initiative. They use the bridging style to connect key stakeholders from different departments, ensuring each group is engaged and their perspectives are included in the change process.

5. Inspiring

• What it is: Inspiring involves painting a compelling vision of the future. It taps into individuals' sense of purpose and motivates them to take action by connecting to bigger-picture goals.
• When to use it: Inspiring is perfect for rallying teams behind a long-term vision or sparking innovation. It works best when you need to drive transformation or encourage bold thinking.
• Example: A leadership coach works with a CEO to define a new company strategy focused on innovation. By emphasising the company’s opportunity to lead the market and create lasting impact, the coach inspires the CEO to pursue a bold, visionary path.

When and How to Use Each Style

Influencing isn’t one-size-fits-all. The key to effective influencing is choosing the right style for the right situation. Here’s how you can determine which style to use:

1. Understand Your Audience:

   • Tailor your approach to the values, needs, and preferences of your audience. If they are detail-oriented and data-driven, asserting may be best. If they are more emotionally driven, convincing might be the way to go.

2. Evaluate the Context:

   • The context—whether it’s a high-stakes decision, a routine task, or a long-term initiative—should guide your style. Use asserting in high-pressure scenarios where quick decisions are needed. For complex, long-term projects, bridging or inspiring may be more effective.

3. Assess Resistance:

   • Gauge whether your audience is supportive or resistant to your ideas. If you expect resistance, negotiating can help you navigate objections by finding middle ground.

4. Match the Style to the Task:

   • Technical or data-heavy tasks often require asserting, while creative or visionary tasks benefit from inspiring. Align your influence style with the nature of the task.

5. Consider Relationship Dynamics:

   • In established relationships with high trust, convincing or inspiring may work best. In newer relationships or when credibility is still being built, asserting or negotiating can help establish authority.

How to Choose the Best Style: Key Factors

Choosing the best influence style involves a mix of observation, experience, and flexibility. Here are some practical tactics to guide your choice:

• Observe how people respond: Notice what language, tone, or approach resonates with your audience. If a data-driven approach is falling flat, switch to an emotional appeal or offer a compromise.
• Be ready to pivot: If you begin with one style and encounter resistance, don’t hesitate to shift gears. Flexibility is key to adapting to the flow of conversation and audience feedback.
• Align with organisational culture: In more collaborative environments, bridging and negotiating may be preferred. In results-driven or high-paced cultures, asserting could be the default go-to.

Why Get Certified in the Influence Styles Indicator?

Becoming certified in the Influence Styles Indicator offers numerous benefits for professionals looking to refine their ability to influence others:

1. Gain deeper insight: Certification provides you with a deep understanding of each influence style, enabling you to assess situations accurately and apply the right approach.
2. Boost leadership effectiveness: For leadership coaches, HR professionals, and consultants, the ISI is a powerful tool to help others improve their interpersonal influence and communication skills.
3. Enhance training programs: If you lead training or development programs, ISI certification equips you with an evidence-based framework to enhance your programs on communication, leadership, and team effectiveness.
4. Adapt to diverse environments: The ISI helps you flex your style based on different audiences, making you more adaptable and effective in a variety of roles—whether you’re negotiating with a client, leading a team, or managing a cross-functional project.

Mastering the Art of Influence

Influencing others is more than just persuasion—it’s about understanding people, situations, and aligning your approach with their needs. Whether you’re using logic to assert, inspiring with a vision, or bridging relationships across teams, your ability to adapt will determine your success.

By mastering the different influence styles, you’ll be equipped to handle any situation and increase your effectiveness in driving change, building relationships, and achieving your goals.

And for those looking to go deeper, the ISI certification offers a powerful opportunity to sharpen your influence skills and help others do the same.