BEING ESSENTIALproposing technology solutions

to a business audience

louis richardson – storyteller & enthusiast, social smarter work - @inter_vivos

most disclaimers are lamebut 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!

INFORMATIONAGE

CONCEPTUALAGE

relates to function

listens to argument

tendency to focus

swayed by logic

change is serious

relates to design

listens to stories

tendency to blend

swayed by empathy

change is fun

from Daniel Pink’s “A Whole New Mind”

how many of youare in

SALES?

how many of youare

MANGERS?

how many of youare

PARENTS?

how many of youare in a

RELATIONSHIP?

SURPRISE!

You’re in

SALES!

to sell is to move othersyou’re in the

moving business

people don’t like tobe sold to…but

they love to buy!Jeffrey Gitomer

GUIDELINE #1

top adjectives & interjections peopleoffered when thinking of “sales” or “selling”

when you think of “sales” or “selling”, what’sthe first picture that comes to mind?

start with “why”

GUIDELINE #2

we make decisions with our

HEARTand we justify them with our

MIND

tug on the heartand the wallet will pop out

tug on the heartand the wallet will pop out

PROOF: what is the“close ratio” of kids?

one way we try to“sell” technology solutions

is with proposals, presentationsand demos

why do you doproposals, demos or

presentations?

why do you doproposals, demos or

presentations?to get the

audience to believe

something you believe

what do you want them to believe?

know what they currently believe and what you want

them to believe

GUIDELINE #3

what do they currently believe about the

technology solutionyou’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 theybelieve about YOU

care about them

GUIDELINE #4

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

use your time(and their time)

wisely

guideline #5

you’ve been given the privilegeto 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 timeI 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

don’t educate them…enchant them

GUIDELINE #6

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

oryou can

EDUCATEWITHFACTS

you canENCHANT

WITHSTORIES

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 dayon 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?social?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 salebaby shoesnever worn

The top 4 challenges

use space & position

E test

use tone & body

we are physical &

observant beings

ask for #feedback

feedback is a giftit’s an honor if someone offers

you their opinion

why won’t this work here?

• 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

GUIDELINES

other ideas?suggestions?comments?

you have something to say,not just something to sell

Sell yourself, not your content

Mark Twain