How Long Can I Leave A Formula Bottle Out 4 Steps to Selling Your Process Improvement

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4 Steps to Selling Your Process Improvement

Hands-down, great ads are the masters of behavior change. Case in point – they are said to have doubled the sales of a century old shampoo just by printing “rinse, repeat” on the bottles.

Today, advertising involves cleaning up the large digital crumbs people leave behind with each click, scanning and keystrokes, and brainstorming algorithms to determine which ads to pop on your screen next. However, the basis of all that technology is still an old-school salesman formula that you can apply to your next replacement program.

The secret way? AIDA – Knowledge, Interest, Desire, Action. If you want someone to buy into your conversion, first make them aware, get them interested, and make them want to the point where they take the “buy” step. How will that help you in a common system improvement project?

Introducing: Starting in the planning stages you need to develop a communication plan that you implement at all stages of improvement. Don’t wait until the end to “sell” your project. People need to be exposed to your change many times before they really know about it.

Interest: When you’re building a business case for improving your system, make sure you define your Vision (What’s in it for the user) and your Burning Platform (the bad things that happen if you don’t implement change now). Use both of these in your communications to spark interest among your target audience.

Desire: Most purchasing decisions are said to be driven by emotions, even though we justify those decisions using logic. Admittedly, it’s hard to get used to the new Invoicing system. But, if your new program will alleviate the pain people are feeling, it’s easy to propose. Excitement is an emotion. At the very least, make sure that all people who use your communication show the right excitement. All else being equal, consumers tend to buy from people they like. Use that in terms of who you are communicating with about your project.

Movement: Ask for a sale – this is your version of the “Buy Now” button. Ask your audience to engage in a new process – preferably in a non-intimidating way. This can take the form of training, seeing a demo, participating in a pilot, attending a kick-off, etc. Even small commitments like signing a pledge or making an appointment to watch a training video get them started. Make it as easy as possible for people to follow the new system. (At the same time, it makes it difficult for opponents to try to do things the old way.)

All told, everyone will be well served to understand that we are all in marketing, advertising, and marketing no matter what our topic is. Happy shopping!

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