Hello all,
Last time, I promised to deliver some hands-on tips for dealing with clients and stakeholders. So, let’s get straight into it, shall we?
First up, here’s one of my favorite pieces of advice: Quit talking about what you want or what’s bugging you. Instead, focus on your stakeholders and what makes them tick.
Are you interested in learning more about managing stakeholders and clients? You can subscribe to this email series here.
What’s in it for me?
I might sound old and cynical, but in my experience, most people are a bit self-centered. Let’s face it, we’re all inclined towards WIIFM—What’s In It For Me.
Chances are, you’re not going to grab anyone’s attention by talking about your own challenges or needs. Heck, even making a case for the end user or the business as a whole often falls flat.
If you want people to sit up and listen, you’ve got to frame things in terms of how it benefits them directly.
How to grab your stakeholder’s attention
Let’s break this down with a quick example. Say you’re committed to making your web app accessible because it’s the right thing to do. Unfortunately, senior management is not on board. Not surprising. Telling them it’s the ethical choice might get some polite nods, but it won’t move the needle.
Now, what if you point out the huge spending power of people with disabilities? And what if you add that making the site accessible can attract even more users with situational or temporary limitations? Top it off with the fact that Google loves accessible sites, and suddenly, you’ve got their attention.
Make your case even more tailored
Better yet, tailor your message to the audience. Maybe you are chatting with Marketing. Well, focus on the SEO perks. The legal team? Dive into compliance requirements. E-commerce department? Show them how accessibility can boost conversion rates.
Jared Spool has a similar take on this. He says, to find out what stakeholders already believe in and frame your argument in that context. Someone in Legal is probably already fully committed to compliance, while the Marketing team will obsess over their SEO rankings. All you need to do is demonstrate how your “thing” ticks their boxes.
What are your stakeholder’s targets?
My preferred way to figure out what a stakeholder cares about is to understand how they’re evaluated in their role. What are their KPIs? Frame your agenda in a way that helps them hit those targets, and you’re sorted!
Now, this isn’t a one-size-fits-all tactic. Everyone’s got their quirks. The key is to really get to know what drives your stakeholders. If you need a hand with that, I’m always up for a coaching taster session.
Once you get the hang of this approach, you’ll be amazed at how it reshapes your interactions throughout a project. But hey, let’s save that for the next email.
