idea selling - leadership communication
DESCRIPTION
Corporate leaders--chief executives and chief communicators--are successful when they are able to sell their ideas, engaging followers in shared values. AIDA (attention, interest, desire, action), Pride,Pleasure,Profit,Protection (motives for buying), books by Maslansky and Sam Harrison are keys to "selling" (achieving the purpose of) the organization's ideas for success.TRANSCRIPT
Leadership in Communications
Georgetown UniversityClass #11
November 3, 2011
11/3/2011 Georgetown University How Leaders Communicate 1
Starbucks’ CEO on Job Creation
• http://money.cnn.com/video/news/2011/11/01/n_starbucks_create_jobs.cnnmoney/
• What’s all about?• What is the CEO’s point?• Effective executive communicator score?
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Ford CEO provides outlook
• http://money.cnn.com/video/news/2011/10/26/n_ford_profit_dividends.cnnmoney/
• What’s all about?• What is the CEO’s point?• Effective executive communicator score?
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Citi CEO on ‘Occupiers’• http://money.cnn.com/video/news/
2011/10/12/n_vikram_pandit_protesters.fortune/
• What’s all about?• What is the CEO’s point?• Effective executive communicator score?
11/3/2011 4Georgetown University How Leaders Communicate
AOL Exec on growth, people, challenge
• http://money.cnn.com/video/news/2011/10/12/n_huffinton_arrington_aol.cnnmoney/
• What’s all about?• What is the CEO’s point?• Effective executive communicator score?
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Aida11/3/2011 6Georgetown University How Leaders
Communicate
pppp11/3/2011 7Georgetown University How Leaders
Communicate
Maslansky: The Year Trust Died
PostTrustEra
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We have unlimited accessWe have no attention spanWe know all your communication tricks
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•We don’t trust you•We don’t want to be
sold
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Leadership communication challenge
A qualified path…to
engage…and to sell ideas11/3/2011 11Georgetown University How Leaders
Communicate
Maslansky
• Understand their truth …look at yourself through their eyes• Find common ground on which
you can engage with them• Ask them the control questions…
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•Only if it’s in THEIR interest…•Only if it’s PERCEIVED as
THEIR truth, their VALUE…•Only if you…
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Perception management
Engage with THEM on shared terms and
shared value.
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A communicator’s path to engage• QUALIFY your stakeholders• UNDERSTAND their truths…& needs• ASK them questions• LISTEN to them• INTERPRET what they value• TAKE VALUE TO THEM• YOU are the value deal enabler
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Leader communication success=
Win-win ideas perceived as delivering economic and social value
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WIIFM?11/3/2011 17Georgetown University How Leaders
Communicate
YOU, communication
pro, are the value deal enabler
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You sell your ideas for success to bosses,
clients and stakeholders
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Selling Ideas
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It’s not about you
Know what they value
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It’s not about you
Feel their pain
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•Pride•Pleasure•Profit
•Protection
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Do you CARE about us?
Interested eye contactNo distractionsListen intently Confident response
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•One theme•Strong team•Strong start•Simple language
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V-I-C-T-O-R-Y in a Post Trust Era
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Language of TRUST ideaSELLING
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