Confronting Marketers Who Live in a Post Truth World
They say you should never bring an opinion to a data fight.
Unfortunately, sometimes your stakeholders do just that. You have the perfect solution, backed by plenty of data. It’s sleek, it’s new, and you know it’ll be effective. But you’re stakeholder doesn’t agree, so it probably won’t happen. How do you convince them that your data rings true?
Use customer focused selling
Even though you’re title may not read “Sales”, you’re still going to be selling. Providing suggestions to a stakeholder on how to solve a problem within an organization is actively selling them on your pitch. Using “customer focused selling” caters the way you communicate to your client based on different personality types. You can analyze their personality types by assessing the way they interact with you and the rest of the team.
Identify your stakeholder as one of these social indexes and follow the necessary steps to reach them and provide the best customer-centric experience possible.
- Expresser – An expresser is fast paced people person. They “talk to think” and use words to find an answer to your question.
- Controller – Controllers are more concerned with the results, so start with what’s important, provide options but steer them in the right direction. Most importantly, match their body language. Don’t be a limp noodle if they’re as strong as an oak.
- Analyzer – Analyzer are more slow paced and task focused. They think before they speak, but also ask plenty of questions. Instead of providing tons of options, give them one that’s been fleshed out and detailed.
- Cooperator – Slower paced but people focused, cooperators are afraid of conflicts and may not tell you what they’re really thinking. You’ll need to force them to talk, so no closed-ended questions!
Present the data differently
One of the best ways to convince a stakeholder that your data is reputable, is to understand the sources of information they already trust, and then present what you have in a similar way.
Do they prefer utilizing client testimonials? Gather some up, and show them off. Maybe they’re a numbers person. Show off the hard data for them to analyze. Better yet, analyze it for them! Present the data through charts, graphs, and other visuals in addition to providing insights, pointing out specific parts of the data and making it as effective as possible. Some good programs for presenting of data are:
- Snagit – Allows you to easily take screenshots of data within programs like Google Analytics, and quickly ad arrows, highlights and text boxes to emphasize data points.
- Tableau – Show off your data in crazy-intuitive ways. Tableau allows you to upload data points and manipulate it to the extreme!
- Plotly – An open source program that provides you with simple tools to create informative data visualizations. You can import data using your favorite tool, and then export your creation for presentations or images.
In the end, you may not be able to convince a stakeholder (there, I said it.) What matters most is customer centricity. Providing your client or stakeholder with the most valuable information you can get your hands on with a priority on helping them meet their goals is the entire point of digital marketing.