- Show that it is based on a thorough analysis of the facts and
that the alternatives were properly evaluated before the
conclusion was reached. If you have made assumptions, you
must demonstrate that these are reasonable on the basis of
relevant experience and justifiable projections, which allow
for the unexpected. Bear in mind Robert Heller’s words
(1982) that ‘a proposal is only as strong as its weakest
assumption’. - Spell out the benefits – to the company andthe individuals to
whom the case is being made. Present your case ‘sunny side
up’. Wherever possible, express benefits in financial terms.
Abstract benefits, such as customer satisfaction or workers’
morale, are difficult to sell. But don’t produce ‘funny
numbers’ – financial justification which will not stand up to
examination. - Reveal costs. Don’t try to disguise them in any way. And be
realistic. Your proposition will be destroyed if anyone can
show that you have underestimated the costs.
Remember, boards want to know in precise terms what they will
get for their money. Most boards are cautious, being unwilling
and often unable to take much risk. For this reason, it is difficult
to make a case for experiments or pilot schemes unless the board,
committee or individual can see what the benefits and the ulti-
mate bill will be.
Presentation
Your proposal will often be made in two stages: a written report
followed by an oral presentation. The quality of the latter will
often tip the balance in your favour (or against you). Effective
speaking and writing reports are dealt with in Chapters 44 and
50 respectively, but it is appropriate to note at this stage some
special points you should bear in mind when making a case
orally in front of an audience:
- Your presentation should not just consist of a repetition of
the facts in the written report. It should be used to put across
the main points of the argument, leaving out the detail. - Do not assume that your audience has read the written
report or understood it. While you are talking, try to avoid
How to Influence People 103