Influence stakeholders

 

The Stakeholder Management knowledge area explains that we are called to influence our stakeholders in favour of our project. The question is how do we do that?

There are three ways you can persuade your stakeholders: you can inspire them, you can convince them or you can call them to action. Inspiring people is all about creating excitement. Convincing people is about changing people’s minds. Finally, a call to action is about getting your stakeholders to do something.

Your influence on your stakeholders will depend greatly on the opinion you create of your knowledge, reputation and sincerity. Your knowledge is based on your qualifications and your supporting material. Your reputation is built on past performance, accomplishments and honours. Your sincerity is reflected in your conviction and your belief in the benefits to the stakeholders.

If your stakeholders are agreeable, your job is to strengthen and reinforce their sentiments. If they are apathetic, you need to show them how they are affected. If they are hostile, all you can do is get them to recognize the merits of your position. If they are simply uninformed, you must educate and convince them.

Your burden of proof should rely on logic. It should also rely on emotions like anger towards the problem and happiness for your solution.

You can present your message in different ways. You could present the problem followed by the solution. You could state a proposition which you would then support with proof. You could compare multiple solutions’ pros and cons then share your recommendation.

Your message starts with a bold statement, seizing your stakeholder’s attention. Follow up by stating the need or problem. You then satisfy your stakeholder with the solution. Now, paint a picture of the future with and without your solution, in your stakeholders’ mind. Conclude with a short statement calling them to action.

Don’t use notes: they cast doubts on your sincerity, knowledge and conviction.

As you master the art of persuasion, you will improve your stakeholders’ view of your project and of what the project can do for them.