Encyclopedia of Leadership

BOTTOM-LINE SKILLS FOR SELLING LARGE PROPOSALS,

DECISIONS, AND RECOMMENDATIONS

✔ Put more effort into establishing relationships, because stakeholders put themselves on

the line for large decisions.

✔ Show the value added and benefits to stakeholders by asking implication questions.

✔ Demonstrate how risks can be minimized and managed.

✔ Map the complex stakeholder system, and ferret out “hidden” stakeholders.

✔ Think long term; you can’t establish a trusting relationship quickly.

✔ Move mentally from a sellingprocess to a change leadershipprocess.

HOW TO USE THIS LEADERSHIP TOOL

“Questions about the effects or consequences of a buyer’s problem ... are the most powerful of all sales questions

because they help the buyer see that the problem is serious enough to justify the hassle and cost of a solution.”

—Neil Rackham, THE SPIN SELLING FIELDBOOK

Leaders need to shift into a change management role when selling a large project or program.

This requires that they become more skilled at making the underlying needs explicit, relating

with larger and more complex stakeholder groups, and ferreting out reservations about the

project or program. Think of a large project, decision, or recommendation you are currently

working on or will soon need to sell to others (e.g., in order to secure funding, support, follow-

through, and so on). Use the workspace provided to plan how you will sell your ideas or rec-

ommendations to key stakeholder groups.

WEB WORKSHEET

SECTION 9 TOOLS FORLEADING ANDINFLUENCINGOTHERS 289

4. Payoff questions

“How would an improved process help

you?”

“How much could you lower your costs

by ...?”

• These questions ask about the
  value of solving the problem and
  dealing with the implications.


• These questions ask the clients to
  describe the benefits of a solution
  to themselves.

❑ Particularly in high-tech industries,

leaders don’t feel they are adding

value unless they talk about solu-

tion. They are anxious to tell

others about the new bells and

whistles.

❑ These questions focus on solutions.

❑ These questions are used a great

deal by effective leaders.

Type of question What they are Comments/tips

Value added for stakeholders is essential:

➠Value must outweigh perceived risks.

➠Build value as the stakeholder perceives it.

➠Be clear about benefits and risks. [☛3.1 Strategy, 5.7 Stakeholder Groups]

Selling Principles for Large Projects Action Planning