Boosting the Pricing Team’s · Boosting the Pricing Team’s . It’s Challenging to Improve What...
Transcript of Boosting the Pricing Team’s · Boosting the Pricing Team’s . It’s Challenging to Improve What...
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Boosting the Pricing Team’s
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It’s Challenging to Improve What You Don’t Fully Control • In B2B, there are usually lots of
different people and groups with a hand in the pricing process.
• The pricing department rarely owns everything that ultimately affects pricing performance.
• Lacking direct authority over all things pricing, how can you hope to have much of an impact?
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AUTHORITY INFLUENCE VS Forced compliance is often
accompanied by watercooler resistance and resentment.
People will only do the minimum necessary.
Problems and failures along the way become “evidence”.
You’re an imposition.
You’re on the hook for how things turn out.
Authority is usually bestowed or granted by
someone else.
When people have ownership/agency, there’s
less naysaying and pushback.
People are more likely to do whatever it takes.
Instead of pointing at problems, they fix them.
You’re seen as helping.
They’re accountable for how things turn out.
You don’t need anyone’s permission to become
more influential.
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Taking a Scientific Approach To Becoming More Influential • Dr. Robert Cialdini is the leading
scientific researcher in the area of influence and persuasion.
• His work focuses primarily on commercial applications and his findings are scientifically tested.
• Cialdini’s books are very high on our recommended reading list for ambitious change-agents/leaders.
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We’re Wired to Feel Obligated to Respond In-Kind When We’re
Given Something
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We’re Driven to Be Consistent With Our
Past Positions and Stated Commitments
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When in Doubt, We’re Wired to Look
for a Crowd to Join or a Herd to Follow
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We’re Compelled to Like People Who Are
Similar to Us...and People Who Like Us
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We’re Inclined to Defer to Credentialed Experts Or Perceived
Authority Figures
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We Can’t Help Being Uncomfortable With
Losing Something or Missing Out
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Our Thoughts Before Hearing the Message Will Affect How We
Receive the Message
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You Need to Be Mindful of Four Organizational Dynamics
Resistance to change is woven into the fabric of every established business.
In nearly every organization, there are internal political games being played.
Like any other organism, departments will defend against perceived threats.
Other “influencers” are operating at various levels in your organization.
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Be generous with the credit; accept some blame. Learn the basics of good storytelling...
- Mysteries before; hero stories after. - Don't lead with the conclusion---tell a story
that helps lead others to the conclusion. - Don't lead with the data---tell a story and use
the data to support or prove the points. Get in the habit of saying “we” and using phrases
like “Help me understand...” and “It seems to me....” Tailor your approach to the different personalities
and departments you’re seeking to influence. Whenever possible, make it all about the audience. Write and publish memos, reports, analyses, etc.
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Wrap-Up and Reminders... Influence can be better than authority...
and it’s a highly transferable skill. While some people are naturals, it’s a
skill that can definitely be learned. Study Cialdini’s work to gain
an understanding rooted in science, rather than anecdote.
Be aware of the organizational dynamics you have to navigate.
The more you learn about this topic, the less susceptible you’ll be.
WARNING: You’ll see it everywhere!
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Questions & Answers (Questions definitely. Answers hopefully.)