Whether you are pitching a product or trying to get a seat at the table, getting buy-in from decision makers matters. So why aren’t you getting buy-in with those who matter? You are passionate about your product or idea and prepared with a great pitch but you still don’t have a seat at the table. What’s missing?
Let’s play with a simple example and eliminate the confusion and frustration.
I LOVE HORSES! Just to look at a horse causes a welling of emotion and desire in me. I want one and I want to ride it. Don’t you want one too?
“No!” you say. “They smell and I am scared of them.”
Whoa! If I want to sell you on horses then I’ve got to move beyond my passion which is focused on me and my desires. I’ve got to find a way to demonstrate the purpose and value of owning a horse and move you beyond the fear.
I do research and learn that as a farmer (simple example here!) you are challenged with:
- growing enough crops
- getting those crops to market
Items 1 and 2 must happen in order for there to be food on your table. I also learn that you currently own an ox that plows the fields and transports the crops, but speed is not his gift.
Now that I understand what is important to you, I can move my passion to purpose. I ask if it would be beneficial to plow the field more quickly and get crops to market faster. “Yes,” you say. “Tell me more.”
I share that a horse can turn a field more quickly, haul a wagon more efficiently and bonus…will likely be very appealing to your children. A horse also provides transportation for getting around town and visiting neighbors, not something done well by the ox. I understand your needs and give you a purpose that could earn your buy-in.
For whatever it is you are moving toward you are going to need buy-in from others. Trying to convince using passion and a pitch will never be enough. There must be purpose and it must give people the ability to buy-in and see how the purpose serves them. Wanna buy a horse?