Selling your business message
To run a business successfully you must be good at convincing the stakeholders in your business that includes your employees, agents, suppliers and customers to accept your point of view.
Most individuals operate from a position of conviction. Based on their understanding of what works best for them, individuals tend to resist a point of view that appears to differ from theirs.
The resistance to accepting a different message can come from a personal belief in the individuals own experience and expertise. Very often the individual may have a trusted adviser that he or she relies on.
What is the best way to convince individuals of the evidence that supports your business message?
You could communicate the evidence with; (1) a write-up, or (2) a visual image (picture, diagram, chart or graph), or (3) build up their self-esteem.
Interestingly, the most effective of these three methods of communication is to use a visual image. It has been said that a picture paints a thousand words. A chart or a diagram also creates a visual image that the human brain can understand clearly. Our brains are tuned to pick up the message through a visual image. It is no surprise that news reports on market trends are commonly presented using charts and graphs.
The message from the image comes across very clearly. Plotting statistics onto a graph gets the message across effectively. Hence, when you want to convince your stakeholders that your business has the track record to deliver, create diagrams, charts and graphs. Plot the evidence you have to support your message as to why they should do business your way.
Use pictures to support statistics. Even effective radio advertising works on creating images in the minds of listeners.
We have to work harder mentally to compute information conveyed with words then with pictures, diagrams, charts and graphs. We can see these images as real evidence. It is difficult to argue against what we see. After all it has been said, “seeing is believing”.
Use visual aids to present evidence supporting your business message. It will help align the mindset of your stakeholders to your approach to organizing the business. This in turn will drive efficiency through the supply chain to deliver satisfaction to customers.
International Business Consultant
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