Next agenda slide The PlanAgenda
Four elements to influencing upFive ideas to Motivate sales how can marketing motivate sales?
Lets begin with influencing up how do we influence when we have no positional power?
*Do I see what You see?
In order to influence up we need to see things from their point of view
How can I lose my perspectives to understand theirs? we all know we should but HOW??
The real question is CAN I SEE WHAT THEY SEE
There are four elements involved in understanding what they see to influence up . Go to the balconyStep into their shoesAsk to tellBe principled
Lets start with going to the balcony .
**What does it mean? analogy - Getting Past No by William Ury imagine that you step onto a balcony looking down, your perspective is different Shelley Synchro swim story See things from afar myopic view vs. integrated view Emotionally removed from the situation Observe the entire picture
situation - stakeholder has asked you for something - approach you with the solution rather than the problem customer loyalty program example - a Senior Leader tells you we need to begin researching a CL program right away instead of responding to why we can or cannot do what they are asking or worse running away and doing it because they have positional power over us - instead take a deep breath and go to the balconyWhat to do while on the balcony 5 questions:
What do they see? Vs. what I seeWhat do they want? Vs. what I wantWhat do they know? Vs. what I knowWhat are their goals? Vs. my goalsWhat are their dreams? Vs. my dreams
Why? if we first seek to understand we will engage them early and get buy in think of a time when you were influenced, it was not by a tell strategy but by discussion, two way engagement When on the balcony, think about what you know as it relates to the five questions, if you dont know the answers, think about how you will ask these questions to get a higher view
Tell Bryce story gifted triathlete 16 yrs old, snowboard, rugby, hockey, etc. very different perspective from mine as his coach
To truly understand someone elses perspective, we need to abandon ours . And step into their shoes
Putting yourself in your stakeholders shoes the idea here is that where you stand depends on where you sit
If a Senior Sales Leader has a request of marketing.it is of limited value to think from a marketing position your reality differs from that of sales and also differs from those at Senior levels of the organization your priorities are different.if you can think about the request/situation from the perspective of the stakeholder, you will be better equipped to offer alternate suggestions and be empatheticStory President wanted to move $800,000 in rev from my line to another deptYou will also be more likely to come up with several solutions that will serve both parties needs. Of course if you have more than one option and together you can select the best option, that is truly influence at its finest.
Now that we have suspended our point of view for a moment while on the balcony and stepping in their shoes, we can really ask for information we dont have . (ask vs. tell)sales tells us they want a customer loyalty program, our natural instinct is to say why we can or cannot do that. Need to ask them why they think they need a CL program? What do they think they will gain by having such a program? What behaviours are they trying to drive in their customer base? What is getting in the way of the customers exhibiting those behaviours? Etc, etc. If we do this with authentic curiosity, a genuine interest and assume they are allies we will find a mutually satisfactory solution When we have an overwhelming desire to TELL surprise them with a QUESTION this is commonly referred to as influence jujitsu! doing the opposite of what they expect you to do! In the case of those above us, we need to context our asking in other words, lets be sure we tell them why we are asking I am happy to help with this project, just before we begin, I would like to ask you three questions to fully understand the situations and expected outcomes. I want to be sure I am working towards achieving the correct goals
Finally, we need to be especially principled in our approach when we are making recommendations or bringing proposals forward *Principled is about win/win taking the time to truly search for solutions that meet both parties needs and wants. We dont always have the time, energy, resources or capabilities to do this sometimes, we just dont want to! If we strive for creative solutions that meet all parties needs it typically means we need to do more this is why we have a tendency to say no before we say yes Maria story - or the other side of the coin we always say YES! Especially when we are being asked to do something by a Senior Leader we feel we cannot say no, we dont know how to say no or we lack the courage to say no. Senior leaders everyone in fact, respects people who are credible in their knowledge and have a track record of success when they are perfectly clear on what they can do, what they cannot do, or why they feel the solutions being brought forward are not adequate to meet the objectives. They really dont pay us to say yes all the time, they pay us for our knowledge and expertise. We need to have the courage to bring that forward in a respectful way to enhance our credibility and ensure we are meeting all parties needs. Saying yes or saying no both take courage.
We have talked a lot about Influencing Up through our four key elements:Go to the balconyStep into their shoesAsk to tellBe principled
In addition to these four which we can use to motivate sales, lets talk about what else we can do
**Definition - To provide with a motive; IMPEL; give reason
How do we motivate others? Tell story174 lb. weight loss journey had all the data, had really good reasons but the effort to change seemed much too difficult, even given the outcome. Then I had my first Son and a few years later my Daughter, now my motivation or reasons were very different, I wanted to live to be their Mom for a long time, I had very different reasons, strong, compelling ones that made the effort seem more doable. Was it hard, you bet, do I still struggle everyday of course, but my reasons are still crystal clear. Now lets take this into the business realm We need to understand what would be a really good reason for sales to do what we are asking them to do the benefit must outweigh the risk, the reward must be worth the work or energy expended.
To motivate them we need to:Demonstrate credibilityRespect their perspectiveEngage them early and oftenCelebrate successes
Lets look at credibility Credibility and trust are the foundations of good relationships in business we must have these in order to build bridges close gaps as there will always be differing objectives, resources allocations, ideas and solutions when it comes to sales and marketing teams. Sales really want to be huge customer advocates, they want what they believe is best for their customers. Marketing wants to ensure the customers understand the products, programs and solutions and the key messages and benefits associated with those in order to ensure the customers get the right information and get their needs met. These seem like they are truly complimentary however sometimes we know they can be perceived as at odds. Example When sales wants custom programs and marketing wants national programs
When we have credibility and trust and our relationships are solid, we can truly consult with sales to understand their needsWhen they do give us good information, we need to respect their perspective
*Their perspective or ideas make sense to themMust be objective and acknowledge where there is common groundDont insult or dismiss or they will not communicate with you againLike asking for feedback and then defending when you are given it
Next Engage them early and often**Engage them early and often most important, easy to do, Why dont we do this?
FearTimingWant to be the expertDont really want them to be involved in the decision
Story Project Manager trying to get him to work on a complex project engage early in project planning, etc.
What if you meet with resistance? Next*fully understand not only what they are objecting to by why
Dont give up on your needs - genuinely try to find a way to ensure that both parties needs get met Consistency = reputation do this often and they will trust your intentions
Finally, I believe that we all have similar interests when it comes to providing value to our customers. We tend to debate and disagree on how we will do this. When we start working on the relationships, building credibility and trust, ensuring we truly understand why we are getting resistance and looking for solutions that are win/win, we will not only perform better but we will be much more fulfilled in our work We also want to celebrate successes*Celebrate Successes! We dont do this nearly enough often big stuff, need to celebrate small stuff too
In summary *
We have talked about influencing up through our four elements Go to the balconyStep into their shoesAsk to tellBe principled
To motivate sales we need to remember to: