When we strive to influence others, it is like walking through the valleys and looking at the massive mountains that surround us. There are hills and mountains to climb and we must be able to understand how to influence and affect other individuals. 

Knowledge

There is a basic model of human influence. This model is based five different steps.  The first and probably most important step to influencing others is to provide knowledge to those individuals. From the time that we are born, we provide other individuals with knowledge, information, or experience.

Knowledge is a fundamental key ingredient to any franchising system. Franchisors try to provide knowledge to prospective franchisees through their franchise prospectus and through the UFOC and franchise agreement. In addition, they provide sales people, as well as meetings with organization executives to help them acquire greater knowledge and understanding of the franchising business.

The franchisors go on and provide formal and informal training programs for the franchisees in all functions and aspects of the business operation. Additionally, the franchisor, working with the franchisee, provides training programs for management, supervisors, and staff members. This training programs is focused primarily around learning or providing knowledge and skills to the individuals in the work force.

Attitudes

An attitude is simply a predisposition to behave or react in a given situation. Our attitudes or opinions are based primarily upon prior knowledge, information, or experience. An illustration that we have often used is placing $100 on a table in a seminar setting and asking any of the participants to name one attitude or opinion they have that is not based on prior knowledge, information, or experience. Never once has anybody every accepted the $100. Attitudes are formed through our associations with family members, friends and business associates. But the formation of these attitudes or opinions are based on the knowledge which we acquire through these action.

Motivation

When our attitudes or opinions become strong enough, we will be motivated to perform. Our motivation is an enhanced activity level which requires us to behave or perform to satisfy our means. 

RULE OF THUMB: All behavior is goal, or attitude, directed. 

We are motivated by the strength level of our attitudes. If we are hungry, then we generally find something that we can eat or drink to satisfy our hunger. If we need to be someplace at a certain time, then we will generally acquire the automobile or plane which is necessary to get us to that location. Our motivations help to direct us to achieving the goals and objectives of our life.

Individual Behavior

Individual behavior is the result of our motivation. When our need or desire level is strong enough, then we are motivated to actually go out and perform, and/or behave the way we do. Interestingly, our individual behaviors then are resultant of the knowledge, attitudes, and motivation which we have previously received.

How do we control people's lives? That is not a simple task. We can provide people with knowledge which creates their attitudes which develops their motivation which causes individual behavior. Marketing is based upon this simply concept: we advertise to people so that we might arouse their needs and suggest fulfillment. This creates an attitude with a motivation, causing individual behavior. The proper operations of a business causes the individual to repeat the use of the product or causes the individual to come back and use the products or services over and over again.

Group Behavior

Group behavior is the result of several individuals performing the same basic behaviors. At times small groups of individuals may be together and they decide to go out to eat. Certain individuals will suggest certain restaurants based upon prior knowledge or experience and the group will then respond by going to that restaurant.

Group behavior is the resultant of individual decisions in the presence of many people. Individuals operating in concert result in group behaviors. Why do many people go to Burger King or why did Holiday Inns become the largest hotel chain in the United States? These franchise entities provide individuals an opportunity to satisfy their wants and needs that are based upon prior knowledge, attitudes, and motivation.

It is fascinating to realize that all marketing promotion, personal selling, direct selling, and promotional activities are designed to primarily provide individuals with knowledge or information which will develop their attitudes and cause them to perform certain activities which satisfy their based needs or wants. How do marketers or managers influence people? They provide them with knowledge or information.