5 Steps Selling Change

The other day, when working with some internal HR people, I was reminded how HR people are not the best sales people. Especially when it comes to selling change. Here are 5 tips for selling change internally:

1. Figure out how the change will help the business - If you want business leaders to buy into a new HR approach, you need to link it to the business impact. This means understanding how the change will help the company's key stakeholders: customers, employees, the community and stockholders. For example, a reorganization is going on and you think some departments need to collaborate differently for the reorg to succeed. You know that the reorg is aimed toward putting the experts closer to the customers. This will lead to more repeat business. To sell your collaboration program, you need to link it to those business results.

2. Create your Change Speech - We always recommend leaders of change use a one minute change speech. If you can't explain it in less than 60 seconds, people won't understand it, and probably won't "buy it". Make the case short and sweet, including what the change is, and why it is important. Focus on the WHY(the benefits), not the what (the class). In this example, a why could be: the course will help the customer teams respond faster, with better solutions. And remember the key to a good speech is.....practice, practice, practice.

3. Listen for Objections - After you give your speech, listen for reactions. You need to find out if they "buy it". And if not, why. What do people say? What don't they say? What is their body language and tone of voice telling you? Ask them for their thoughts. Ask them how closely this meets their needs.

4. Respond to Objections - Be prepared for the objections you expect. Have mini responses planned. For those you don't expect, get ready to think on your feet. If their objection is one you have no response to say something like, "That is a great point. Let me think about that and get back to you." If need be, go back to drawing board and change your offering (the team program) or your change speech.

5. Don't give up - It can take months to sell a new idea internally. Sometimes years. Whatever it takes, if what you have to offer will help the organization, be persistent, be flexible and don't give up. The customer is usually right. They know what they want and need. If you think they need a 2 day program and they only have time for a 2 hour program. Be creative and come up with a 2 hour program. If they like it, they will use it and even ask for more.