Convincing Your Audience of Your Perfect Solution

After reviewing evidence and carefully analyzing a problem from a big-picture perspective, you now have what you think is the best solution to a challenge your organization or department is facing.

Now the tricky part: Convincing everyone else. Sure, you've got data on your side. But, there's more to persuasion than facts and objectivity. 

A meeting has been scheduled and you must not only get your audience excited, but minimize any fears they may have about the direction you’re proposing. 

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Here are 11 ideas to help you structure your convincing pitch:

1. Build allies early. Before your presentation, run your solution by individual people who will be in the meeting. Ask for feedback, concerns or questions. This will give insight into gaps in your pitch. As you finalize details, be sure to incorporate these things so the ally knows you’ve reacted to their input, they will be more likely to lend support because they had a hand in what you’re saying.
2. Lead with the need. Grab your audience from the outset, suggests author Raymond Sheen, by identifying the need you are trying to address. Try something like this: “Every year, 15 employees leave our organization and we never hear from them again. Wouldn’t it be nice if those 15 employees didn’t go or if when they did quit they remained champions of our business?”
3. Tell a story that evokes emotion. Stories draw us in. “Last month I talked with one of our oldest clients. Her name is Nora and she’s been using our products for almost 15 years. Nora is a soft-spoken woman from Arkansas and she spends about $1,500 a year with us and only has one complaint ….”
4. Show alignment with corporate goals and strategies (or your audience). How does your idea mesh with the big picture? Your audience will be interested to know that you’ve considered this. Don’t make the mistake of thinking of yourself first when you explain this. Instead frame your pitch in terms of your audience (whether that’s your boss, your board or your customer). Will it make them look good? Will it be more profitable, make something easier (for them) or make it last longer?
5. Consider people’s fear of missing out. Find evidence that your solution/idea is working successfully elsewhere, suggests Guerric de Ternay. Tell stories about how a competitor or another organization has done this to help illustrate how it would work in your company. (Talking about companies your audience knows or respects will make your case more convincing.) 
6. Consider the challenges to your solution. Proactively address any concerns you anticipate. This demonstrates that you’ve given consideration to the downsides and still feel your solution is the best approach.
7. Use data. If there are numbers supporting your case, include them in an easy-to-understand, visible way. Don’t make the mistake of relying too heavily on data. Remember that buy-in is not always rational. Connecting with your audience and appealing to their emotions is key.
8. Articulate complex ideas simply. Use simple language as much as possible to help your audience explain technical or complicated details. Use analogies and metaphors where you can to help them visualize what you’re explaining.
9. Use repetition. Speak slowly and outline each point. Then go back and explain them again.  
10. Lower the risk. Your idea will be more convincing if there’s less risk. Is it possible to test your idea on a small scale or short-term basis? Experimenting in this way helps minimize fear.
11. Finish strong. Structure your closing statements with flair and gravity, suggests Nakano. “Once you’ve delivered your final, impactful line, don’t say “thank you” right away. Instead, wait six or seven seconds and then say “I’m happy to take questions.”

Solving big-picture problems and challenges doesn’t end after you’ve explored options and chosen what you think is the best possible solution. Articulating your ideas and convincing others of their merit is often necessary to move your solution into reality.