One of the most entertaining elements to The Voice is when a contestant gets to choose their coach. Sometimes that part is far more interesting than some of the performances, but let’s not get into that here.
For those who haven’t watched an episode (yes it’s possible): if more than one of the four coaches have turned their chair for a performer, then its up to those coaches to convince the talent to choose them. The power suddenly shifts to the contestant as the judges try their best to win them over. Each of the coaches has a different influencing style. Ignoring the sometimes begging and flirting and the fact that regardless of influencing effectiveness some people will choose the judge they most admire as musicians, this is what I’ve learned.
- Seal uses empathy. He works on trying to identify with the talent. He goes in search of a back story with his initial line of questioning – and tediously there usually is one. He then tries to identify with that story. If they ever felt bullied, then so did he. If they have found it hard to break through due to rejection or lack of confidence, then that is how his career began too. It’s amazing how he can tailor his back story to identify with them. He is like a psychologist as he hones in on that thing in their mind that may be holding them back. He can help them heal and in so doing they will make it big with him, he tells them. This is actually a very clever skill and Seal is an effective influencer.
- Joel Madden plays the ‘everyman’ card. He explains he is just like them. Apparently not everyone ‘got’ Joel and his brother when they were starting out but they refused to change or give up ‘and man you shouldn’t either’. He tells the contestant not to change for anyone: to continue to be ‘real’. This style has proven a winner for the more edgy and confident performer and Joel seems to know that’s where his appeal is. It’s a winning strategy when you are trying to influence people for whom individuality is core to their future success.
- Delta Goodrem primarily employs the ‘what I can do to help you’ strategy. It differs from Seal’s strategy because she avoids the personal and focuses on the singing. She tells them that she can find the right songs that will make them sound even better. She plays directly to their lack of confidence when she does this. Many of the performers who get through the blind judging round have been in the industry but never quite made it. She makes them feel as though she can find the technical thing that’s standing in their way. It certainly seems to work.
- Ricky Martin is perhaps the most entertaining and influential of all because he is all charm and calls it big. He tells each and every one of them that he can make them a big star. He goes for the jugular. Every single performer who steps onto that stage wants to be an international star. That’s why they are there and not playing the club circuit. Ricky is by far the biggest celebrity on that panel: he is a global superstar. He understands this and uses his star power to widen their eyes. Who can say no to that?
What’s your influencing style?