- When we communicate, we want the other person to engage immediately
- That will help us get their attention, buy-in and agreement
- This Tip will help you achieve this
- Here’s how…
Imagine you work in Marketing, and want to share your new strategy with your Sales Manager. Which introduction would the Sales Manager prefer?
- “Here’s our new marketing strategy”. Or
- “I know you’re keen to increase the sales of each of your team, to reduce your dependence on a few superstars. I have something new for you, that will help you do so. It’s our new marketing strategy. It contains…”
#2 is much better for a sales leader, right? It starts with her agenda, not ours. It’s much more likely to get her buy-in.
This technique is what I call the 4Ws:
- What you want – to improve every salesperson’s sales
- Why you want it – to reduce your dependency on superstars
- We can help – state “we can help with that”
- What we’ll do – here is my strategy, to help you
Does it work? Well, check out the first paragraph of this Tip – all 4Ws were in that…
Action Point
For your next important communication: get more, better, earlier buy-in by using the 4Ws in your intro.
And, if you want me to help you write your 4Ws intro, please hit Reply and let me know…