I hate selling. As a believer in the principles of complexity (adapt to the situation/environment, don’t try to change it), I think trying to change people’s minds is inherently, unnecessarily difficult, and often futile. Tell people what makes sense to you, and if it makes sense to them, they will say ‘yes’. If it doesn’t, don’t try to persuade them, come up with another approach or solution that will make sense to them. Sometimes, however, you have no choice – you have to make a pitch. This is especially true when you’re dealing with decision-makers in a hierarchy and they don’t agree with each other. That means someone besides you has to change their mind. Recently, I’ve seen several presentations that use a simple, four-pronged approach to persuade someone to change their mind. I don’t know where it originates, but it seems quite powerful, and based on its growing popularity it presumably works. It’s summarized in the diagram above. The idea is to appeal to your audience in four different ways, for two reasons:
The four approaches are:
By “audience” I am referring to whichever group you are trying to persuade – ‘real’ customers who will pay money for your idea or proposal, managers who you need to get to buy into and approve your idea or proposal, or internal users of your organization’s tools and processes. The keys to being able to incorporate these four approaches effectively into your ‘pitch’ are:
I’m just in the process of trying this out for the first time. I’m being subtle (not using the terms anxieties, incapabilities*, needs and benefits in my pitch) because I don’t want my audience to feel manipulated. And because I have different audiences I’m preparing several ‘flavours’ of the pitch with different emphases. I’ll let you know how it turns out. Has anyone else used this four-pronged technique? Anyone know whoinvented it? * I know this isn’t a real word. It should be, though. |
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I don’t mind selling something IF it really does do one of those four things without causing an ethical dilemma. I just don’t want to ever have to lie to make a buck.
I think selling sometimes gets a bad wrap. A few years ago when I was working for a high tech company, I noted that the sales people in this field were being solicited for HUGE salaries. Initially I was shocked, but then I realized that the rest of us wouldn’t jobs if someone wasn’t out there doing the selling. Sales people keep the economy going. They also deserve the big bucks because most of us can’t sell or won’t. Thanks for the strategies.
Some of the ideas you mentioned seem similar to what solution selling recommends. I too am testing marketing/selling techniques to use in my business. I am keenly interested in collaborating/communicating with others to develop a simple process/methodology that really works. Dave, most of the research I’ve come across suggests you’re on the right path. Below are a couple of recommended reading books.Solution Selling by Michael T. BosworthSelling to Big Companies by Jill Konrath
Thanks for the comments and links, everyone. Solution selling sounds consistent with simply clarifying that what you offer is what your customer needs or wants. That works for one segment of buyers but not all, I think. Some people don’t respond to solutions.
Hi Dave, Your post is so timely for me as I am making presentations to youth organizations serving youth at risk of (or in)poverty and homelessness. Essentially, it’s a community of practice approach and I need to introduce some new concepts (learn from each other etc)and I face an array of questions that you address in your 4 approaches. Your post on this subject is a great help, thanks again.Brent MacKinnon