Being an entrepreneur – especially when you’re pitching a big idea – is all about persuasion. Technical communication doesn’t just educate and inform, it must inspire hearts, minds and actions.

Every business leader must be able to “sell” – to his investors, his clients and especially his team who will deliver the results. We’re not talking about manipulation. Underhanded techniques and lying won’t get you anywhere (actually it can get you very rich, but let’s not go there).

Present your ideas in a way that makes people feel more receptive. Not only are they likely to follow your advice, but you will find that meetings are quicker and you are more likely to get your way.

Every leader pays lip service to the “idea” of listening.  But you have to hear what your team member is REALLY saying. It might just lead to a breakthrough that determines the project’s success.

1. Appreciate their perspective

Listening doesn’t FEEL efficient!

A team member has a brand new, killer idea… which you know has been tried (and failed) numerous times before. Three minutes into the conversation, and you have a sense of de ja vu. You know what the next sentence is going to be; in fact you know what the next 3 months on this project is going to be.

But listening IS efficient. Here’s why.

• People commit to a solution once they can see “what’s in this for me?” You need to confirm that you have identified what they really want, and not just your opinion of what they want.
• You have thought through a dozen solutions and options. Your audience needs time to think things through as well. Until they have rejected all the instinctive [wrong] options, they won’t be able to focus on YOUR solution.

Get your listeners to articulate at least 2 needs and opinions before presenting them with your solutions. Use what they have told you to adapt your initial offering. There’s a good chance you will have a better solution that more people will support.

2. Earn their respect and trust

When I explain an idea, I try to get people to nod. Find some point of agreement – whether it’s the greed of banks, fact that IT people can’t spell or how suppliers have to be monitored constantly. Being able to find something in common demonstrates that you’re on the same wave length.

TIP 1: When dealing with creatives, compliment the last project they did for you. They will drop everything for your urgent update! We are very susceptible to praise because most clients only point out what they need changed.

TIP 2: Clients want to know they aren’t just one more project to do. Bosses want to know you are keen to work. Be enthusiastic when communicating your ideas and smile. Don’t mention risks, caveats and negatives up front. Saying “No” to somebody who is positively excited, is not easy.

TIP 3: I feel that mirroring a person’s body language is creepy! But if your client talks about “return on investment” or “critical success factors,” mention them yourself.  When we share the same language, we are more likely to build a rapport.

TIP 4: If you can make the other person smile, you’ve gone a long way to breaking down any barriers. Of course, this has to be done with care – if they feel they aren’t being taken seriously, or you are being flippant, you’ve weakened your position.

3. Be Open

I am always absolutely honest with clients. Without drowning the project in cynicism, I try to tell them what to expect.

• I never agree to a deadline I can’t meet,
• if I plan to outsource some portion of the project I make that clear.
• If theirs isn’t “my kind of project” I am quick to say so. And suggest someone who specializes in meeting this need.

TIP 5: We can sometimes be so desperate to make a point or get a sale, we are unwilling to admit even the slightest weakness in our argument. If you stop long enough to listen,  you might find that there is validity in the client’s point of view because they knows their market. And perhaps they DON’T need your product or service.

4. Be Confident

As humans we are drawn to confident leaders. We follow those who have a clear vision and a strong belief in what they are saying, even if they are utterly wrong.

Continually improve your skills, establish yourself as an expert, and then speak with authority. Because if you feel threatened or emotional, angry or frustrated you are already in a weak – potentially losing – position.

TIP 6: Confidence isn’t arrogance. Be prepared to admit “I don’t know”. It demonstrates integrity and  defuses anger. Being confident also means having the strength to admit when you are wrong.

TIP 7: Pick your battles. Conceding points to achieve the greater goal is okay. Don’t allow ego to get in the way. Don’t be the person who argues every small point to death, until people give up – not because you are right, but because they are exhausted.

TIP 8: Negotiate. Someone who has been allowed to win an argument, is likely accommodate you later.

5. Be Positive

No-one likes a pessimist.  When dealing with a demanding client or investor, have a can-do attitude.  Build a reputation for being helpful and positive and you will be the resource they contact first with their big project.

TIP 8: Be careful. This might mean researching the feasibility of their latest mad scheme. Make sure you have risk reports, contracts and emails so that blame for an unsuccessful project does not bounce back to you.