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4 Steps to Selling Your Process Improvement

Big advertisers are masters of behavior change. Case in point – they’re said to have doubled shampoo sales for half a century just by printing “rinse, repeat” on the bottles.

Today, advertising involves sifting through the massive digital footprints that people leave behind with every click, scan, and keystroke, and tapping into mind-numbing algorithms to determine which ads will hit their screen next. . However, underneath all that technology is still the old-school advertising formula that you can use on your next conversion process.

The secret formula? AIDA – Consciousness, Interest, Desire, Action. If you want someone to buy into your change, first make them aware, get them interested, and get them to the point where they take the action of “buying” it. How will it help you on a typical process improvement project?

Science: Starting in the planning stages you should develop a communication plan that you carry out through all the improvement steps. Don’t wait until the end to “advertise” your project. People need to be exposed to your change many times before they really become aware of it.

Ground: As you build the business case for improving your process, be sure to articulate your Vision (what’s in it for the user) and your Burning Platform (the bad things that happen if you don’t make the change now). Use both of these in your communications to generate interest among your target audience.

wish: Most purchasing decisions are said to be driven by emotion, even though we justify those decisions using logic. It’s true, it’s hard to get a feel for the new bill process. But, if your new process will relieve the pain people feel, it’s easier to use. Excitement is a feeling. At the very least, make sure that everyone who makes up your conversation shows genuine enthusiasm. All else being equal, customers tend to buy from people they like. Use it in the context in which you communicate for your project.

Activities: Ask for a sale – this is your version of the “Buy Now” button. Ask your audience to participate in the new process – in a non-threatening way. This may take the form of training, seeing a demo, participating in a pilot, participating in a startup, etc. Even a micro contract like signing a pledge or making an appointment to view a training video initiates them. Make the new process as easy as possible for people to follow. (Also, make it difficult for resisters to try to do things the old way.)

All said, everyone would be well served to realize that we are all in marketing, advertising and sales regardless of our title. Nice sale!

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