Written by Heather L. Cole, April 27th, 2023
In today's rapidly evolving business environment, the use of analytic solutions has become increasingly crucial for companies to gain a competitive edge and make data-driven decisions. However, many companies face a significant challenge when it comes to the adoption of these solutions, as executives may not fully understand their value or be resistant to change. As an analytic professional, it is essential to be persuasive and influential in your approach to gain the necessary support from your executives.
One approach that can help persuade your executives to adopt Analytic Solutions is applying Pre-Suasion Principles, as outlined in Dr. Robert Cialdini's book "Pre-Suasion: A Revolutionary Way to Influence and Persuade." I have read this book many times, and believe it’s a MUST read book for all analytic professionals that want their voice heard!
In this blog, we will explore how analytic professionals can use the principles of Pre-Suasion to persuade executives to adopt analytic solutions.
Principle 1: Unity
The principle of unity emphasizes the importance of finding common ground and establishing a sense of shared identity with the person you are trying to persuade. To apply this principle, it is crucial to understand the goals and objectives of your organization and present the benefits of analytic solutions in a way that aligns with those goals. By highlighting the shared objectives, you can create a sense of unity and build a stronger connection with executives.
Principle 2: Similarity
The principle of similarity suggests that people are more likely to be persuaded by those whom they perceive to be similar to themselves. As an analytic professional, you can use this principle by emphasizing your shared expertise and knowledge with the executives. By demonstrating your understanding of the business and industry, you can build trust and establish a rapport with executives, making it easier to persuade them.
Principle 3: Familiarity
The principle of familiarity can be very effective in persuading executives. This principle suggests that people are more likely to be persuaded by things they are familiar with. As such, analytic professionals can leverage this principle by using case studies and success stories of companies similar to theirs that have successfully implemented analytic solutions. By demonstrating how other companies in their industry have successfully implemented analytic solutions and the positive outcomes they have achieved, analytic professionals can build confidence in the decision to adopt these solutions. If you are an IBM Analytics client, the IBM website has a number of customer videos and case studies. Go to this link and scroll near the bottom. Knowing how others in your industry have used analytic solutions like IBM Planning Analytics can help executives better understand the potential benefits of analytic solutions, as well as the challenges they may face during the adoption process.
Principle 4: Liking
The principle of liking is another important principle that analytic professionals should keep in mind when trying to persuade their executives. This principle suggests that people are more likely to be persuaded by those they like and trust. To apply this principle, analytic professionals should focus on building a positive relationship with executives based on trust, respect, and honesty. The best way to build trust is start by adding a lot of value! Here’s a link to our blog, Learn the Secrets to Massively Increase the Perceived Value of Analytics.
By establishing a strong relationship with executives, analytic professionals can create a positive perception of themselves and their solutions, making it easier to persuade them to adopt analytic solutions. It's also essential that they take the time to listen to executives and understand their concerns and objectives. By doing so, analytic professionals can tailor their approach to better align with the executives' priorities and concerns.
Principle 5: Authority
The principle of authority suggests that people are more likely to be persuaded by those they perceive as credible and knowledgeable in the subject matter. This is where analytic professionals can leverage their expertise and experience in the analytics field. By demonstrating their authority on the subject matter, analytic professionals can build credibility and persuade executives to adopt analytic solutions. They can also emphasize the potential competitive advantage that can be gained by adopting analytic solutions, helping to create a sense of urgency.
Principle 6: Scarcity
I believe the most important principle for analytic professionals is the principle of scarcity. Scarcity suggests that people are more likely to desire something that is perceived to be scarce or limited. Analytic professionals can use this principle by highlighting the potential competitive advantage that can be gained by adopting analytic solutions. By emphasizing the scarcity of businesses that have successfully implemented analytic solutions, analytic professionals can create a sense of urgency and persuade executives to adopt analytic solutions.
In conclusion, analytic professionals can use the principles of pre-suasion to effectively persuade executives to adopt analytic solutions. By leveraging the principles of unity, similarity, familiarity, liking, authority, and scarcity, they can build a strong relationship with executives, establish credibility and expertise, and create a sense of urgency around the adoption of analytic solutions. It's essential to understand the goals and objectives of the organization, present the benefits of analytic solutions in a way that aligns with those goals, and demonstrate their expertise and experience in the analytics field.
Adopting analytic solutions can be a challenging process, and it's essential to have the right skills and strategies to navigate these challenges successfully. If you want to learn more about how to effectively persuade your executives, attend Lodestar Solutions' Analytic Leadership Mini-Workshop on Thursday, May 18, 2023, at 10-1:30am Eastern. REGISTER HERE. Or scan the code below.