Sometimes when a prospect doesn't move forward on your proposal or a senior manager doesn't embrace your business idea, it's not because of the merits of the value proposition itself.
No one wants to champion a six-figure or multimillion-dollar project that proves to be a dud.
Few people are comfortable with approving ideas that create change -- and increase uncertainty and risk of failure.
So, when communicating about new ideas or crafting business proposals, keep your audience's fears in mind.
Demonstrate that your company is experienced, or that you've successfully delivered similar projects (via case studies), or that you've thought through the risks of your idea and have already developed a plan to mitigate them to improve the odds of success.
When you give your audience confidence that you're capable of delivering on your promise and will make them look good to their bosses, you'll shrink their fear about proceeding with your proposition.
About the Author: Sean M. Lyden is CEO of Lyden Communications LLC (www.lydencommunications.com), a business communication consulting firm that helps companies develop messaging designed to engage, inspire, persuade and sell. Practice areas include content & editorial strategy, sales strategy & coaching, and leadership communication. A feature writer for several automotive and trucking trade publications, Sean is also co-author of “How to Succeed and Make Money on Your First Rental House” (John Wiley & Sons) and contributor to "The Ultimate Small Business Marketing Guide” and “The Great Big Book of Business Lists,” both books published by Entrepreneur Press.
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