Selling Accessibility Karl Groves, Director of Training, Deque Systems [email protected]...
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Transcript of Selling Accessibility Karl Groves, Director of Training, Deque Systems [email protected]...
![Page 1: Selling Accessibility Karl Groves, Director of Training, Deque Systems karl.groves@deque.com Twitter: @karlgroves.](https://reader036.fdocuments.net/reader036/viewer/2022081518/55167eb75503469d698b5cee/html5/thumbnails/1.jpg)
Selling AccessibilityKarl Groves, Director of Training, Deque [email protected]: @karlgroves
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About Me• Karl Groves, Director of
Training, Deque Systems• First websites, 1998• ZCE PHP Developer• PHP, JSP, Java, Flash/Flex• 8 years, Usability &
Accessibility Also, a rock star
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Background• Fundamentally, the prime reason why ICT is not accessible is
that it has not been institutionalized among those who design, develop, and buy ICT products and services.
• Accessibility advocates need to have new strategies for getting buy-in so that accessibility can become institutionalized
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Robert Cialdini
“Influence: The Science of Persuasion”
Researched the psychology of compliance.
Found 6 types of tactics used in compliance gaining
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Robert Cialdini• Reciprocity - People tend to return a favor.• Commitment and Consistency - Once people commit to what
they think is right, orally or in writing, they are more likely to honor that commitment
• Social Proof - People will do things that they see other people are doing
• Authority - People will tend to obey authority figures• Liking - People are easily persuaded by other people whom
they like• Scarcity - Perceived scarcity will generate demand
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Guy Kawasaki
“Enchantment: The Art of Changing Hearts, Minds, and Actions”
A practical application of Robert Cialdini’s persuasion research.
Converting cynics into believers.
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Guy Kawasaki
1. Be likeable2. Be trustworthy 3. Have a great cause
Also a lot of really obvious stuff about dressing right, firm handshakes, being nice, etc.
Still good if you don’t want the heavy psychology orientation of “Influence”
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G. Richard Shell and Mario Moussa
“The Art of Woo”
Names 4 steps in convincing others
One step includes the need to address potential barriers to reception
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G. Richard Shell and Mario Moussa
1. Survey your situation – Analyze your situation, goals, and challenges
2. Confront the five barriers - relationships, credibility, communication mismatches, belief systems, and interest and needs.
3. Make your pitch - People need a solid reason to justify a decision, yet at the same time many decisions are made on the basis of intuition. This step also deals with presentation skills.
4. Secure your commitments - In order to safeguard the longtime success of a persuasive decision, it is vital to deal with politics at both the individual and organizational level.
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Chris M. Law“Responding to accessibility issues in business”
Found common characteristics among orgs which are successful at implementing accessibility
Also found common issues among those which are unsuccessful
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Chris M. Law• Adopting the social model of disability• Establishing executive-level backing• Establishing accessibility as a priority on the agenda• Taking a planned, proactive approach• Making accessibility a shared task• Providing enabling resources• Providing sources of accessibility expertise.
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Interviews• Matt Feldman• OpenFocusIT, IRS, DHS
• Robert Pearson• Accessible Media
• Jim Tobias• Inclusive Technologies
• Jay Mullen• College Board
• Denis Boudreau• AccessibilitéWeb
• Cher Travis Ellis• CSU Fresno
• Neil Milliken• BBC
• John Foliot• Stanford U.
• Monica Ackerman• AVTA/ Scotia Bank
• Barry Johnson• Deque Sys. Staffed at Dept. of
Ed
• Elle Waters• Humana
• Glenda Sims• Deque Sys., Formerly UT
Austin
• Rob Yonaitis• Founder, HiSoftware
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Positive Factors
Internal Factors
• Personality• Effective Communication• Pragmatism• Training• Collaboration &
Integration
External Factors
• Executive Sponsorship• Working in litigious
industry• Existing policy,
regulation, or law• Vocal end users• Successes of peers
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Negative Factors• Existing misconceptions• Hostility & FUD• Looking like a hurdle• Overstated importance• Overstating business value• Chasing perfection
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NEGATIVE FACTORSLet’s address our roadblocks first
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Negative Factors
Existing misconceptions• People generally
misunderstand the 5-Ws of accessibility
• This must be addressed before you can make progress
• This needs to happen across the entire org.
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Negative Factors
Hostility & FUD• Hostility and
arguments are the last resorts of those with nothing to say
• Avoid hostility and arguments; avoid those prone to hostility & argumentativeness
Any fool can criticize, condemn, and complain - and most fools do. - Dale Carnegie
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Negative Factors
Looking like a hurdle• Accessibility is
viewed as nebulous, expensive, and difficult
• People have a strong preference for things that are easy, quick, and cheap
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Negative Factors
Overstating Importance• Equivocating
accessibility with security
• Overstating risk
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Negative Factors
Overstating Business Value• Overblown claims of
ROI • i.e. Legal & General
• Extrapolating global PWD buying power into potential ROI for the business from PWD
Honesty is the first chapter in the book of wisdom. - Thomas Jefferson
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Negative Factors
Chasing Perfection• Perfection is the
enemy of the good• Getting lost in
minutia may create roadblocks in cooperation
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POSITIVE FACTORS - EXTERNALWhat may exist outside our control
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Positive Factors - External
Executive Sponsorship• This is your prime goal• No effort is expended,
no money is spent without an executive calling for it to happen
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Positive Factors - External
Working in litigious industry• Finance & Insurance• Healthcare• E-Retail• Public Sector• Education
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Positive Factors - External
Existing policy, regulation, or law• Rehabilitation Act• ADA• IDEA• Equality Act/ DDA• CLF• State/ Province law
or policy
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Positive Factors - External
Vocal end users• Public users/ users
outside your dept. can help make what you say more “concrete”
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Positive Factors - External
Successes of peers• Successful peers or
competitors can be used as examples to demonstrate value, effectiveness
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POSITIVE FACTORS - INTERNALWhat’s inside ourselves that we can control
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Positive Factors - Internal
Personality• “Be a mensch”: John
Foliot/ Guy Kawasaki
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Positive Factors - Internal
Effective Communication• Speak to people on
terms that reflects their perspective.
• Altruism has less impact than real, clear discussion of things that are concrete for audience.
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Positive Factors - Internal
Pragmatism• Understand that the
“ideal” is different than reality
• We must understand the org. has concerns other than accessibility
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Positive Factors - Internal
Training• Fundamentally, why
people “get it wrong” is that they don’t know what’s right
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Positive Factors - Internal
Collaboration & Integration• Seek efforts – always
– to cooperate, collaborate, and integrate
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PUTTING IT TOGETHER
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Putting It Together
Do This Stuff
• Goal #1: Executive Sponsorship.
• Goal #2: Get commitment in the form of policy
• Goal #3: Get a11y included in process as shared responsibility
• Goal #4: Get people trained
• Goal #5: Track successes & iterate
Do Not Do This Stuff
• Making enemies• Forcefeeding