A lot has been written about the theory of effective influencing by Robert Cialdini, Noah Goldstein and many others.

Our Model is different.  It focuses on the practical ‘how tos’ – what do you need TO DO to influence.  The Model has been developed from our original research and is a proven and easily learnt framework that we teach around the world. It is based on the 3 foundations of effective influencing: confidence, credibility and connection.

We know that people buy ideas or products emotionally and then justify logically. Our Model is so powerful because it looks at what sits behind the emotional decisions that people make.

Why you need to be great at influencing

According to Qualtrics, we spend
 minutes of every hour at work ‘moving’ people i.e. influencing them.

What is influence?

Influence is subtle, often happens unconsciously and we are ALL doing it all of the time. But if you are aware of what you need to do to influence someone then you can dramatically improve your influencing ability. And being a skilled influencer can help you to:
grow your business through reputation and becoming a trusted advisor to your customers
manage your team to change a negative perception, shift someone’s mood, smooth an argument or conflict
create an impact and presence without positional authority in an interview, whilst making a presentation or managing sales or contract negotiations
lead a team more effectively in order to gain their co-operation, share a vision and pursue a common purpose
create sustainable changes in behaviour, either through coaching, training or motivating.

How can our Model help you to become a great influencer

To do this you will use your voice tone, body language, and the power of language to create either a compelling message … or one that falls on deaf ears. Your success will depend on your ability to influence effectively.  Our Model teaches you to do this.

The C3 Model of Influencing™ is proven to be a highly effectively framework for influencing in all of these situations. The Model has been tried and tested around the world, across different cultures and across all levels in business, and the feedback has been overwhelmingly positive.

The Model focuses on the three foundations of effectively influencing and it has been proved that if you are confident, credible and can connect quickly and easily with someone, and you can apply all three elements in a situation, then the effect is exponential.


Key principles of the Model

There are 3 key principles that underpin the Model:
Be open – be ready to collaborate.  Influencing is a 2-way process.
Pace, pace, lead – you can only influence (lead) by first pacing an individual or group.  Put yourself in their shoes and match your communication style with theirs.
The person with the greatest flexibility controls the system – working on  your self-awareness is essential to develop your ability to notice and respond to the cues from the other party.  If you can pick up non-verbal signals you will be able to change both your behaviour and what you are saying to have more impact.

The Model is made up of 3 components which we have identified as the foundations of effective influencing: confidence, credibility and connection.

If you would like to learn more about the Model and how to use it, it is available as a Field Guide and online video series.  If you are a coach or trainer and are interested in licensing the Model, or if you would like to run an in-house session, please contact us.

Click infographic to enlarge:

Infographic - C-cubed Model Key Principles


Confidence is a state of mind and it is crucial to be confident in all of your influencing situations to get the outcome you want.
Confidence is often situational, so there are situations when you may not feel very confident (dealing with a very senior person, or someone with whom you find it difficult to communicate).
A lack of confidence will show through your verbal and non-verbal cues.
People confuse confidence with ability – they may see your lack of confidence as a lack of belief or skills, or an inability for you to deliver.
If you do not appear confident you will fail to influence someone.

How to be confident in any situation

Our Model will teach you:
Techniques to be confident on the surface, even if you aren’t feeling confident.
How to build your inner confidence so that no situation ever throws you.
How to use your emotions, thoughts and body language to prepare for a key influencing situation in the right way (interview, client meeting, presentation.

Click infographic to enlarge:

Infographic - Confidence is an element of the C-Cubed Influence Model


In order to influence effectively, it is essential to create an outward perception of being believable. There are a number of things to take into consideration to ensure you are seen as highly credible, including:
Self-awareness to give you a realistic view of how credible you are perceived to be by those you want to influence.
Demonstrate the components of trustworthiness, such as being reliable and consistent.
Show expertise by highlighting knowledge, credentialising, and using high impact questions.
Use the voice tone and word patterns of credible.
Use the body language of credible.


When we genuinely like someone, or have things in common, it is easy to connect and build rapport. But how do we connect when someone is very different from us, when it feels a bit awkward and we just can’t seem to relate to them? Connecting with someone allows you to influence them at a sub-conscious level and is an essential skill.
It’s not always easy to build rapport with someone who is very different from us.
Look for the clues to understand if someone sorts for credibility for connection.
Use active listening and match and mirror to demonstrate a connection at an early stage.
Use the body language and voice patterns of connection.
Match your language.

More about The C3 Model of Influencing™

Our Model explains how to understand if someone sorts for credibility and connection, how to demonstrate a connection to them at an early stage and what to do to build a connection where you have a mismatch. It teaches you how to use matching and mirroring effectively, how to pace and how, by using the power of three, you can have more impact.

We use our Model in our training and consultancy businesses. It has proved itself to be effective regardless of culture (we have taught in across the world) or seniority (we have taught it to customer support staff up to Chief Executive level).

Contact us now to find out how you can use the Model in your business…. Contact Tom and Jerry

As a trainer with 20 years’ experience I am always eager to discover new models and ideas. I have found the C-Cubed Model a refreshing and powerful way of examining and developing influence. Its power is in its simplicity and the uncommon sense approach the authors take to explaining the component parts, how they can build influence when used together and with multiple applications in selling, presenting, training, negotiating etc. Excellent work!

C Spalding(Amazon 5 star review)

Wow! The talk was engaging, inspiring and very useful for anyone that interacts with another human-being. There were several tips and techniques to help with presentations, both pre (calming and putting yourself into a positive state/mindset) and during the presentation (connecting with or getting credibility from your audience). Tom and Jerry really know their stuff and get it across in relaxed, enjoyable, informative and engaging style.


All of it was very useful. Personally, I found the sections on 'body language', handling questions and how to engage audience by developing an interesting voice (connector versus credibility) the most useful.

Partner in Law Firm

An amazing piece of work! This book goes into detail about the Confidence/Credibility/Connector model which you might be familiar with if you've read "Brilliant Selling".

J Werner(Amazon 5 star review)