Transcript Communicating for Buy-In

Communicating for
Buy-In
Kurt Crake
Why Should You Care About
This?
• “Leadership in the 21st century is about
buy-in” – Mark Walton
• The key to your success as a Navy leader
(or civilian executive) will be your ability to
move others to action.
• Credibility doesn’t come with a job title
anymore.
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Objective For This Session
• Provide you with “state of the art”
knowledge and an experiential opportunity
to develop a Strategic Story that will help
you get “buy-in” from a target audience
• Get feedback from a group of your peers
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Preview
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What do we really mean by “buy-in”?
How do you get “buy-in”?
Elements of a “Presentation for Buy-In”
A Step by Step Approach
Some Examples
Some Helpful Hints
About Your Presentations . . . .
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How Do You Get What You
Want?
• You have to know three things:
• What you want
• Who can give it to you
• How to get it
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What Is “Buy-In”?
• For the purposes of this discussion,
buy-in consists of both
• A positive emotional state
• Approval
• Support
• Sense of Commitment
• Active Participation
• Something the target audience will do in
support of your agenda
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How do you get Buy-In?
• The key to buy-in from others is a story of a
positive future outcome…for them!
• Appeal to higher purpose or greater common good
• The tool to get your target audience to that state of
commitment and action is a Strategic Story.
• In crafting your story, try to align with your target
audience’s agenda, and make your points in the
order they consider them. Back up each point
with evidence.
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The Elements of a
“Presentation for Buy-In”
• Buy-In Objective
• Vision of a Positive Future
• Supporting Message #1
• Supporting Message #2
• Supporting Message #3
• Call to Action
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The Elements
• Buy-In Objective
• What is it that you want…exactly?
• A clear-cut single objective
• Foundation for the rest of the presentation
• Who is your target audience?
• What action do you want them to take, and in
what time frame do you need them to act?
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The Elements
• Vision of a Positive Future
• To take the actions you want, what’s the story
of a positive future your audience would need
to hear? How will the future you want give
them the future they want?
• It’s not about anyone else but your target
audience. Know their perspective and agendas.
• Don’t talk about yourself. Use the words
“you”, “us”, or “we”, but never “I”.
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The Elements
• Buy-In Objective
• Vision of a Positive Future
• Supporting Message #1
• Supporting Message #2
• Supporting Message #3
• Call to Action
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Your Supporting Messages
• Develop three supporting messages or concepts
that fulfill your audience’s agenda
• What are their needs, wants and goals for the
future? What are the elements of a positive future
from their point of view?
• Examples: ROI, cost reduction, improved efficiency,
better quality, etc.
• Back up each point with evidence or a rational
argument.
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Why Three?
• Recurring pattern used by master
communicators through time
• Backed up by modern psychological
research
• Three is enough to be persuasive, not too
much to remember
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The Elements
• Buy-In Objective
• Vision of a Positive Future
• Supporting Message #1
• Supporting Message #2
• Supporting Message #3
• Call to Action
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The Elements
• Call to Action
• You are much more likely to get what you want
if you actually ask for it!
• Don’t stop short of the goal by implying, or letting
the audience infer what you want.
• State it clearly and simply.
• Make it easy to act.
• Immediate or near term action is best.
• Ask for a commitment or first step toward the
action you need.
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The Elements
• Buy-In Objective
• Vision of a Positive Future
• Supporting Message #1
• Supporting Message #2
• Supporting Message #3
• Call to Action
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Step by Step
• Preparation
• Define Your Buy-In Objective
• Step #1
• Envision and Articulate a Positive Future for your
Target Audience
• Step #2
• Develop Three Supporting Messages That Fulfill
Your Audience’s Agenda
• Step #3
• Call Your Audience to Action
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Outline Form
Vision of Positive Future
• #1 Strategic Message
• Evidence to support
• #2 Strategic Message
• Evidence to support
• #3 Strategic Message
• Evidence to support
Call to Action
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An Example
“Morning in America”
• Prevail Over Soviet Union
• Reduce the Size of Government
• Reduce Taxes
Vote For Reagan
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Another Example
“Successful Naval Leader”
• Leadership is about Buy-In
• Success depends on ability to motivate
• Credibility doesn’t come with job
Engage & Learn
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Helpful Hints
• Use Stories
• We’ve all been trained to think in “story”
• Having a good story automatically improves
your ability to tell it.
• You feel better about it
• Your audience gets wrapped up in the story, and are
less critical of your “story-telling”
Audience
Receptiveness
Performance
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Confidence
Other Helpful Hints
• Make your time count!
• We live in the age of sound bites
• Nobody has extra time or “attention time.”
• You need to be able to sell your story quickly
• Anticipate questions
• What is the upside/downside?
• What do the “nay-sayers” say? Why?
• What if we do nothing?
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Action Learning
• Scenario: The key decision-maker(s) for the issue
identified in your point paper will be available for
a short period on Monday.
• Develop a 2 minute presentation using the format
presented here.
• Rehearse! Practice doing it in two minutes.
• Each of you will give your presentation Monday
• You will receive direct feedback from five of your peers
• You will provide feedback to five others
• You will be able to observe 18 others, and learn from
them
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Process for Presentations
• Class split into four groups of six
• Presentations will “rotate” through each
group.
• Two minute time limit.
• Group members provide feedback to each
other
• Written
• During breakout after all presentations
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Peer Feedback Groups
• Group A
• Group C
Arata
Dunlap
Jordan
Reed
Schaefer
Stancy
Brittain
Hekman
Malone
Rice
Smith
Stone
• Group B
• Group D
Baumann
Hays
Kinnunen
Reimer
Sityar
Stein
Burnham
Hymas
Novak
Rose
Spawton
Urbon
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Each Person will…
• Provide a short “scene setting” explaining
• Who the target audience is
• What the buy-in objective is
. . . before beginning the presentation.
• You have 2 minutes from the point you
begin your presentation.
• Next person begins immediately
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One More Example
“Better ED’s, Better Recruiters”
• New ED’s are important to us
• Community values healthy lifestyle
• We “walk the talk”
Yes to Organized PT
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If you are not the presenter…
• Keep track of who is in your group. For each of
these people
• Fill out one of the feedback forms
• Plan to give verbal feedback (and the form) to this
person during the breakout session following the
presentations
• It will be best to:
• Write immediately after the presentation
• Save the form for after the verbal feedback
• Feedback w/ CAPT Camelio at the end.
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Timeline for Next Week
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Presentations:
Breaks (2):
Breakout Sessions:
Feedback w/ CO:
30
100 minutes
20 minutes
40 minutes
20 minutes
Questions?
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Peer Feedback Groups
• Group A
• Group C
Arata
Dunlap
Jordan
Reed
Schaefer
Stancy
Brittain
Hekman
Malone
Rice
Smith
Stone
• Group B
• Group D
Baumann
Hays
Kinnunen
Reimer
Sityar
Stein
Burnham
Hymas
Novak
Rose
Spawton
Urbon
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Recommended Reading
You Are the Message – Roger Ailes
Talking to the Top – Anthony Ray
The Quick and Easy Way to Effective Speaking – Dale
Carnegie
You’ve Got to be Believed to be Heard – Bert Decker
Leading Out Loud – Terry Pearce
The Articulate Executive – Granville Toogood
Getting to Yes – William Ury
Influence: The Psychology of Persuasion – Robert Cialdini
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Process for Today
• LCDR Crake will track order of presentations
• Two minute time limit!
• Each person comes to lectern
• Describe buy-in objective: Who? What? When?
• About 30 seconds….
• Go to middle of room – make us “buy in”
• Group members write feedback immediately
• Presentations continue
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Peer Feedback Groups
• Group A
• Group C
Arata
Dunlap
Jordan
Reed
Schaefer
Stancy
Brittain
Hekman
Malone
Rice
Smith
Stone
• Group B
• Group D
Baumann
Hays
Kinnunen
Reimer
Sityar
Stein
Burnham
Hymas
Novak
Rose
Spawton
Urbon
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