There are many brilliant ideas that get stuck. They fail to cross the barriers of skepticism.
That is the biggest challenge for the entrepreneur: convincing people of his proposal.
Is it about luck? From the mentality of the people who listen to it?
Can an idea be both attractive and disposable, depending on how you say it?
Really, there is no limit of ambition to persuade the public, there is always a path for good ideas.
But you need a communication strategy.
We have to present our arguments step by step.
It must be understood that the public needs to assimilate each point and little by little arrive at the solution that is proposed.
Let's imagine an ambitious goal: we are going to propose a change in the company's strategy. There is a situation, a need and a solution.
We will make our presentation following these phases:
- Generate a willpower Demonstrate that change is needed Include them in the decision to change Propose specific solutions
Generate a willpower
One should not start by talking about the problem, so as not to create an atmosphere of negativity and scolding.
First you have to exalt capabilities, achievements. Tell the success stories they have had. Talk about the ties they have in common, the interests they share.
With this the public feels flattered and motivated to face difficulties.
Demonstrate that action or change is needed.
Tell the event
Now we must show the problem. Communicate it as news, an event, something that advances. This will capture the attention of the audience and lead them towards a rapid change in attitude.
For example:
"This morning I read a report on our market share and we discovered that there is a rapid penetration of the competition in our niche."
Prove its consequences
Share the consequences of the results they will have for everyone. Let them know that all interests are at stake, from general to private.
For example:
“We are not only in danger of losing our potential customers but also our most loyal customers. Even in the best of shots our image will be affected. The company's income will decrease, also assuming the cost of the products that we already make. As we recover, massive staff cuts in all departments will be inevitable. "
With a speech like that they must already be scared. But be careful, if you overdo it too much you will lose credibility.
Include them in the change decision
When we seek public support, we must give them the opportunity to participate in the decision.
And it is not enough to pretend to include it, you have to make it feel like it is participating.
It is about accepting the need for change, the general strategy of what you are proposing. Ask them:
- Do you agree with me that we need to do something about it? Do you think we should strengthen our position in the market?
Make your proposals
You have a clear field: they are attentive, concerned about the problem, determined to act and you have already gained their trust.
State your plan step by step, where one point naturally leads to the other.
For example:
"The competition is taking ground because it is taking advantage of our weak points, therefore we need to change our strategy, improve our communication with the client and project a more responsible corporate image."
From the Workshop: Speaking in public without fear.
