“Sell” the transformation people will experience (the behavior change) and NOT the features they will get.
The transformation is not in the new $1,000,000 platform/ Software, Chat, AI, or latest technology
The transformation is the change the people (customers and employees) will experience in how they work or get jobs done.
This is entirely forgotten many times and we end up being sold technology as the actual change.
If you are going to sell something to your customers and employees, then sell the change in behaviors that will lead to better outcomes. - and deliver on it.
To work on the real change, you need to understand what needs to change, and for whom, and then figure out what is stopping the change.
Hint: It is not always about knowledge/education/training
You have more areas that can influence change
Think about the policies and incentives Think about the environment and norms Think about beliefs and emotions
Knowing which influences keep people back makes a difference in how you design solutions to overcome these influences.
By gaining competence in evidence-based behavior change, you get a different vantage point to look from and a new set of tools to lead the change.
An old memo written by the Slack founder captured the outcome well.
The memo said
"What we are selling is not the software product..the set of all the features.....because there are just not many buyers for this software product. (People buy “software” to address a need...or perform some specific task they need to perform)
It goes on to say, that what you should be selling is:
> “a reduction in the cost of communication” >“making better decisions, faster” >“75% less email”
So remember
What you're "selling" to your customers and employees needs to be the outcome, driven by the change people will get.
How do you "sell" transformation to your employees and customers?
