How To Sell That Big Scary Initiative

Posted: Wednesday August 19, 2009 under Lead Teams

As the health care debate rages, we’re looking to see how well leaders answer five basic questions. They’re the same five questions leaders have to answer when selling any big, scary initiative.

Why is this important to me?

• Explain where we want to go and why. People won’t change in a meaningful way unless something meaningful causes them to. They need a cause… a purpose… a compelling recognition that the status quo needs to go. This would be considered our “giant-leap imperative.”

What’s expected of me?

• Explain how we plan to get there. Develop a set of small-step goals and action plans to move toward our giant-leap imperative. One of the biggest complaints employees in all organizations have is that they don’t know what’s expected of them. When possible, involve your team in developing these goals and plans for greater buy-in. Allow for flexibility and possible changes in your goals and plans.

How will I know I’m successful?

• Explain how we’ll know we arrived. Make goals as specific, objective, and quantifiable as possible. People want to be able to measure their progress and know for sure when they have accomplished their mission.

How will you help me be successful?

• Explain how we’ll work together. When people are asked to change, they want to know how they will be supported in the effort. Will I be sufficiently trained and coached? Will I receive the tools and resources I need to succeed? Will I be allowed the time to learn?

What’s in it for me/us?

• Explain bottom-line personal and team benefits. People respond to any proposition for two reasons: to gain something we want, to keep something we already have, or both.

These might not be all the questions leaders get with a big, scary initiative, but they go a long way in creating the clarity needed to alleviate people’s fears. We proceed without good answers to these questions at our own peril.