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BEING ESSENTIALproposing technology solutions
to a business audience
louis richardson – storyteller & enthusiast, social smarter work - @inter_vivos
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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.
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are you TECH or LOB?
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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?
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THEY just don’t get it!
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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”
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how many of youare in
SALES?
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how many of youare
MANGERS?
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how many of youare
PARENTS?
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how many of youare in a
RELATIONSHIP?
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SURPRISE!
You’re in
SALES!
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to sell is to move othersyou’re in the
moving business
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people don’t like tobe sold to…but
they love to buy!Jeffrey Gitomer
GUIDELINE #1
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top adjectives & interjections peopleoffered when thinking of “sales” or “selling”
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when you think of “sales” or “selling”, what’sthe first picture that comes to mind?
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start with “why”
GUIDELINE #2
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we make decisions with our
HEARTand we justify them with our
MIND
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tug on the heartand the wallet will pop out
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tug on the heartand the wallet will pop out
PROOF: what is the“close ratio” of kids?
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one way we try to“sell” technology solutions
is with proposals, presentationsand demos
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why do you doproposals, demos or
presentations?
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why do you doproposals, demos or
presentations?to get the
audience to believe
something you believe
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what do you want them to believe?
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know what they currently believe and what you want
them to believe
GUIDELINE #3
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what do they currently believe about the
technology solutionyou’re proposing?
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how would their beliefs need to change to align
with what you are proposing?
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how would their beliefs need to change to align
with what you are proposing?
THAT is your TARGET
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and know what theybelieve about YOU
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care about them
GUIDELINE #4
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are you interested in them or just in the technology?
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be provocative
people don’t care how much you know until they know how much
you care.be the doctor in the
room.
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differential diagnosis
ask “what if” questions about
their current state
make them think
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use your time(and their time)
wisely
guideline #5
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you’ve been given the privilegeto give a 20 minute
presentation/demo to<LOB sponsor title>
on the topic of<technology solution>
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think about the demo or presentation you would likely use
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what are the top 3 things you want them to believe?
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given your goals, how much time would you spend on:
you .
history? .
facts & statistics? .
features? .
-----
what else to add? .
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how does your current presentation or demo stack
against your goals?
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how much timeI would spend on:
you 0 .
history? 0 .
facts & statistics? 0 .
features? 0 .
-----
what else to add?
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my “what to lose”
this is my opinion and is based solely on my
experience “moving people”
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lose: fact-filled
text laden slides
turn them into stories.make them emotive
and credible
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thanks to Lisa Wright for preparing these for us
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lose:statistics
most people believe“figures don’t lie, but
liars can figure.”stories sell where
stats won’t
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lose:any emphasis on you
it’s all about them
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don’t educate them…enchant them
GUIDELINE #6
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my “what to add”
again, this is my personal
approach and may not be the
opinion or practice of others
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add:stories
in a land of complexity, story is king
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oryou can
EDUCATEWITHFACTS
you canENCHANT
WITHSTORIES
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what you do is at the intersection of “people” and “technology”… each individually complicated,
but together they are extremely complex
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don’t document, demo or present features…
craft a story
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sticky note storyboard
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we have micro-blogs
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add:emotion
get them to feel something,
then you can get them to believe something
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remember your first dayon the job
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add:be respectful
don’t attack their idols?
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add:passion
if you don’t act as if you believe it, why
should they?
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social?social?social?
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add:make it personal
use people’s names
give the problem and the solution a handle they can
hold
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add:opportunity to listen
WAIT: Why Am I Talking
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“everything should be made as simple as possible, and no simpler”
albert einstein
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a couple of subtle tips
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6 word novel
ernest hemingway
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for salebaby shoesnever worn
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The top 4 challenges
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use space & position
E test
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use tone & body
we are physical &
observant beings
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ask for #feedback
feedback is a giftit’s an honor if someone offers
you their opinion
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why won’t this work here?
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• 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
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other ideas?suggestions?comments?
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you have something to say,not just something to sell
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Sell yourself, not your content
Mark Twain