The Value of Business Analytics: Identifying the Path to Profitability

THE PATH TO PERSUASION

Thus far we have covered:

• The importance of informational relevancy
• Being aware of and managing cultural considerations
• Framing a message within a variety of conceptual spaces

In terms of communicating with an individual, these are critical considerations. However, they are also tactically focused, aimed at convincing an individual or group. Although essential, they do not help with identifying a strategy to persuade and convince.

The first step in developing an effective communication strategy is to understand what is being communicated and how to communicate it most effectively in a given context. However, that is not enough. It is equally important to explicitly consider:

• How decisions are made within the organization
• Who owns and who will influence the final decision
• How to most effectively overcome objections and provide coverage

These things need to be specifically considered because if unmanaged, communication can be a significant drain on resources. Understanding what roles people have in the decision-making process is critical if information is to be appropriately communicated and framed in a relevant way. Equally, explicitly considering conceptualization preferences prevents the manager from introducing delays by presenting material in an inappropriate way. And explicitly allocating time and effort to communication helps ensure that it will happen. Depending on the manager’s conceptualization preferences, this framework may not be one that she is comfortable ...