When we agree to an idea or proposal, it's because there's something in it for us. It's hard to influence people who can't see what's in it for them. I know that sounds one-sided, but it is true. Call it self-interest, selfishness or whatever but it is only human nature to ask, ' What am I getting from this?' People will say yes to our ideas if they meet their needs or match their view of life in the following areas:  Principles and values  Beliefs and opinions  Needs and wants The answer?  Give people what they want or need. Too simplistic? Not really. You see people agree to ideas and suggestions that match their needs or views of life. Underpinning all our lives are certain principles and values that we hold to be true. These become guidance for how we conduct our lives. They influence and mold our behaviour. They can differ greatly from person to person and successful influencers always take principles and values into account. But how? First of all, we must notice what principles and values drive other people. Then, we must ask questions and invite comment and reaction. We can even check with those who know them well Some examples of principles: ' Integrity and fairness are an integral part of business dealings.' 'I think that older people deserve courtesy and consideration.' 'Moral behaviour is part of the fabric of daily life. ' It would be unproductive to spend time attempting to dislodge