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idea selling - Leadership Communication

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Corporate leaders--chief executives and chief communicators--are successful when they are able to sell their ideas, engaging followers in shared values. AIDA (attention, interest, desire, action), …

Corporate leaders--chief executives and chief communicators--are successful when they are able to sell their ideas, engaging followers in shared values. AIDA (attention, interest, desire, action), Pride,Pleasure,Profit,Protection (motives for buying), books by Maslansky and Sam Harrison are keys to "selling" (achieving the purpose of) the organization's ideas for success.

Published in: Business, Technology

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  • 1. Leadership inCommunicationsGeorgetown UniversityClass #11November 3, 201111/3/2011Georgetown University How LeadersCommunicate1
  • 2. Starbucks’ CEO on Job Creation• http://money.cnn.com/video/news/2011/11/01/n_starbucks_create_jobs.cnnmoney/• What’s all about?• What is the CEO’s point?• Effective executive communicator score?11/3/2011 2Georgetown University How LeadersCommunicate
  • 3. Ford CEO provides outlook• http://money.cnn.com/video/news/2011/10/26/n_ford_profit_dividends.cnnmoney/• What’s all about?• What is the CEO’s point?• Effective executive communicator score?11/3/2011 3Georgetown University How LeadersCommunicate
  • 4. Citi CEO on ‘Occupiers’• http://money.cnn.com/video/news/2011/10/12/n_vikram_pandit_protesters.fortune/• What’s all about?• What is the CEO’s point?• Effective executive communicator score?11/3/2011 4Georgetown University How LeadersCommunicate
  • 5. AOL Exec on growth, people, challenge• http://money.cnn.com/video/news/2011/10/12/n_huffinton_arrington_aol.cnnmoney/• What’s all about?• What is the CEO’s point?• Effective executive communicator score?11/3/2011 5Georgetown University How LeadersCommunicate
  • 6. Aida11/3/2011 6Georgetown University How LeadersCommunicate
  • 7. pppp11/3/2011 7Georgetown University How LeadersCommunicate
  • 8. Maslansky: The Year Trust DiedPostTrustEra11/3/2011 8Georgetown University How LeadersCommunicate
  • 9. We have unlimited accessWe have no attention spanWe know all yourcommunication tricks11/3/2011 9Georgetown University How LeadersCommunicate
  • 10. •We don’t trust you•We don’t want to besold11/3/2011 10Georgetown University How LeadersCommunicate
  • 11. Leadership communication challengeA qualified path…toengage…and to sellideas11/3/2011 11Georgetown University How LeadersCommunicate
  • 12. Maslansky• Understand their truth …look atyourself through their eyes• Find common ground on whichyou can engage with them• Ask them the controlquestions…11/3/2011 12Georgetown University How LeadersCommunicate
  • 13. •Only if it’s in THEIRinterest…•Only if it’s PERCEIVED asTHEIR truth, their VALUE…•Only if you…11/3/2011 13Georgetown University How LeadersCommunicate
  • 14. Perception managementEngage with THEM onshared terms andshared value.11/3/2011 14Georgetown University How LeadersCommunicate
  • 15. A communicator’s path to engage• QUALIFY your stakeholders• UNDERSTAND their truths…& needs• ASK them questions• LISTEN to them• INTERPRET what they value• TAKE VALUE TO THEM• YOU are the value deal enabler11/3/2011 15Georgetown University How LeadersCommunicate
  • 16. Leader communication success=Win-win ideasperceived asdelivering economicand social value11/3/2011 16Georgetown University How LeadersCommunicate
  • 17. WIIFM?11/3/2011 17Georgetown University How LeadersCommunicate
  • 18. YOU,communicationpro, are the valuedeal enabler11/3/2011 18Georgetown University How LeadersCommunicate
  • 19. You sell your ideas forsuccess to bosses,clients and stakeholders11/3/2011 19Georgetown University How LeadersCommunicate
  • 20. Selling Ideas11/3/2011 20Georgetown University How LeadersCommunicate
  • 21. It’s not about youKnow whatthey value11/3/2011 21Georgetown University How LeadersCommunicate
  • 22. It’s not about youFeel theirpain11/3/2011 22Georgetown University How LeadersCommunicate
  • 23. •Pride•Pleasure•Profit•Protection11/3/2011 23Georgetown University How LeadersCommunicate
  • 24. Do you CARE about us?Interested eye contactNo distractionsListen intentlyConfident response11/3/2011 24Georgetown University How LeadersCommunicate
  • 25. •One theme•Strong team•Strong start•Simple language11/3/2011 25Georgetown University How LeadersCommunicate
  • 26. V-I-C-T-O-R-Y ina Post Trust Era11/3/2011 26Georgetown University How LeadersCommunicate
  • 27. Language of TRUSTideaSELLINGPage23811/3/2011 27Georgetown University How LeadersCommunicate