BEING ESSENTIAL proposing technology solutions to a business audience louis richardson – storyteller & enthusiast, social smarter work - @inter_vivos
most disclaimers are lame but you should know… the views and opinions expressed in this session are mine and do not necessarily represent those of IBM. any references to IBM presentations, either living or dead is purely coincidental.
are you TECH or LOB?
are you TECH or LOB? if you were going to attend a dinner party and had the opportunity to sit next to a Director of HR or a Director of IT, which would you choose?
THEY just don’t get it!
INFORMATION AGE CONCEPTUAL AGE relates to function relates to design listens to argument listens to stories tendency to focus tendency to blend swayed by logic swayed by empathy change is serious change is fun from Daniel Pink’s “A Whole New Mind”
how many of you are in SALES?
how many of you are MANGERS?
how many of you are PARENTS?
how many of you are in a RELATIONSHIP?
SURPRISE! You’re in SALES!
to sell is to move others you’re in the moving business
GUIDELINE #1 people don’t like to be sold to…but they love to buy! Jeffrey Gitomer
top adjectives & interjections people offered when thinking of “sales” or “selling”
when you think of “sales” or “selling”, what’s the first picture that comes to mind?
GUIDELINE #2 start with “why”
we make decisions with our HEART and we justify them with our MIND
tug on the heart and the wallet will pop out
tug on the heart and the wallet will pop out PROOF: what is the “close ratio” of kids?
one way we try to “sell” technology solutions is with proposals, presentations and demos
why do you do proposals, demos or presentations?
why do you do proposals, demos or presentations? to get the audience to believe something you believe
what do you want them to believe?
GUIDELINE #3 know what they currently believe and what you want them to believe
what do they currently believe about the technology solution you’re proposing?
how would their beliefs need to change to align with what you are proposing?
how would their beliefs need to change to align with what you are proposing? THAT is your TARGET
and know what they believe about YOU
GUIDELINE #4 care about them
are you interested in them or just in the technology?
be provocative people don’t care how much you know until they know how much you care. be the doctor in the room.
differential diagnosis ask “what if” questions about their current state make them think
guideline #5 use your time (and their time) wisely
you’ve been given the privilege to give a 20 minute presentation/demo to <LOB sponsor title> on the topic of <technology solution>
think about the demo or presentation you would likely use
what are the top 3 things you want them to believe?
given your goals, how much time would you spend on: you. history? . facts & statistics? features? . ----what else to add? . .
how does your current presentation or demo stack against your goals?
how much time I would spend on: you 0. history? 0. facts & statistics? 0. features? 0. ----what else to add?
my “what to lose” this is my opinion and is based solely on my experience “moving people”
lose: fact-filled text laden slides turn them into stories. make them emotive and credible
thanks to Lisa Wright for preparing these for us
lose: statistics most people believe “figures don’t lie, but liars can figure. ” stories sell where stats won’t
lose: any emphasis on you it’s all about them
GUIDELINE #6 don’t educate them… enchant them
my “what to add” again, this is my personal approach and may not be the opinion or practice of others
add: stories in a land of complexity, story is king
you can EDUCATE WITH FACTS or you can ENCHANT WITH STORIES
what you do is at the intersection of “people” and “technology”… each individually complicated, but together they are extremely complex
don’t document, demo or present features… craft a story
sticky note storyboard
we have micro-blogs
add: emotion get them to feel something, then you can get them to believe something
remember your first day on the job
add: be respectful don’t attack their idols?
add: passion if you don’t act as if you believe it, why should they?
social?
add: make it personal use people’s names give the problem and the solution a handle they can hold
add: opportunity to listen WAIT: Why Am I Talking
“everything should be made as simple as possible, and no simpler” albert einstein
a couple of subtle tips
6 word novel ernest hemingway
for sale baby shoes never worn
The top 4 challenges
use space & position E test
use tone & body we are physical & observant beings
ask for #feedback is a gift it’s an honor if someone offers you their opinion
why won’t this work here?
GUIDELINES • people don’t like to be sold to…but they love to buy! • start with ‘why’ • know what they currently believe and what you want them to believe • care about them • use your time (and theirs) wisely • don’t educate them…enchant them
other ideas? suggestions? comments?
you have something to say, not just something to sell
Sell yourself, not your content Mark Twain
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