Selling a compelling vision
CIOs have one of the hardest selling jobs. You’re selling an idea — a vision — rather than a product with features, functions and styling. Persuading established business leaders to try something new, rather than to double down on what has worked in the past, requires a compelling narrative full of emotional triggers.
The tactics of persuasion
Trusted advisors don’t play off a script. Scripts don’t allow for listening. Think about your own trusted advisors. They make a personal or professional difference in your life without working off some “pathway to the sale” program. The hard part, of course, is figuring out what a person’s problem is. People are rarely upfront about their problems or desires.
“ Trusted advisors don’t play off a script. Scripts don’t allow for listening.”
This is where the tactics of truly great salespeople come into play. Rather than applying a formula, they use tools that amplify their ability to get to the root of the prospect’s problem.
The best efforts to sell and persuade may still be met with significant resistance. This can be exceptionally frustrating for “engineering brains” who believe they’ve found the ideal solution, only to be met with what they view as a perplexing and illogical reaction. With practice, resistance can actually be used to explore and develop ideas, and ultimately reach a common understanding with shared goals. Overcoming resistance well, with style and dexterity, adds to your cachet as a trusted advisor.