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How to do the work you want to do - AKA neglect selling skills at your peril! - Fiz Yazdi

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You need well-honed technical skills alongside super soft skills to be a good UXer. But to do great, impactful work you have to convince people to back you - often in highly political or complex scenarios.

We'll discuss how consultative selling skills help you form powerful arguments that cut through organisation inertia and open avenues of work that have been previously blocked, so you get to determine your own future and do the work you want to do.

Published in: Career
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How to do the work you want to do - AKA neglect selling skills at your peril! - Fiz Yazdi

  1. 1. How to do the work you want to do Fiz Yazdi, cxpartners
  2. 2. Why?
  3. 3. Grrrrrrr!
  4. 4. “My boss /client is an idiot and can’t see how X could make a real difference to us”
  5. 5. “I’m wasted here. They don’t let me do what I’m best at, or hear my opinions”
  6. 6. WTF?
  7. 7. I felt pretty grumpy & frustrated
  8. 8. Don’t let the bastards grind you down Margret Atwood The Handmaids Tale
  9. 9. Then I had some training in…
  10. 10. Selling
  11. 11. A reluctant seller People in sales didn’t really seem like me! I thought they were motivated by different things than me.
  12. 12. Selling skills* *Consultative
  13. 13. Me My ideas My rationale My experiments My aspiration My vision My gut Me
  14. 14. If you want to get to do something, you’re going to have to sell it
  15. 15. Convince your boss, your client, your team, your organisation ….
  16. 16. Selling skills* *Consultative
  17. 17. Humans, eh?! We get frustrated because we need…
  18. 18. Autonomy urge to direct out own lives Mastery desire to improve at something that matters Purpose yearning to invest in a bigger picture Daniel Pink’s Intrinsic motivation Framework
  19. 19. “All we have to decide is what to do with the time we have” J. R. R. Tolkien
  20. 20. Consultative selling
  21. 21. It’s the best way I’ve found to sell It’s the only way I can sell
  22. 22. It’s the best way I’ve found to sell To me, it applies UCD principles to selling
  23. 23. People are at the heart You aim to understand needs, tasks and context of people, as well as business You summarise and declare your assumptions to get feedback You build hypothesis, based on shared understanding You test hypothesis to learn, iterate, and co-create ways forward Consultative Selling Disclaimer - I’m no expert in this, this is what I believe / think!
  24. 24. A framework - a set of techniques Gives you structure to have rich, meaningful conversations
  25. 25. Ask questions Actively listen Summarise Big summary Proposal Understand the picture ©Alice Chapman Founder of coaching firm Practice thisispractice.co.uk Non-Exec Director, cxpartners
  26. 26. Alert: some language will feel odd • Client - that’s who you’re trying to convince • Proposal - that’s what you’re suggesting to do
  27. 27. Me My ideas My rationale My experiments My aspiration My vision My gut Me The framework stops me being an idiot and pushing my ideas too hard
  28. 28. Good practice Stops you jumping to solutions
  29. 29. 1. Empathy
  30. 30. 2. An open mind
  31. 31. 3. Curiosity
  32. 32. 4. Good intent
  33. 33. Understand the organisational picture
  34. 34. Question Does the work you want to do align to the outcomes your organisation wants?
  35. 35. You’re not just in UX You’re in business An organisation or economic system where goods and services are exchanged for one another or for money
  36. 36. Understand the organisational picture business
  37. 37. You’re making the move from UX professional, to business professional
  38. 38. The NHS enables people to live healthier and more independent lives through high quality seamless care. To provide care and services that we and our families would want to use. CooP aims to be the UK's best consumer co-operative society by making a real difference to our members and our communities. CooP Digital helps our existing businesses make the most of digital and pioneer new ways to co-operate online IKEA creates a better everyday life for people. We offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.Vision Luckily we’re experts at understanding people
  39. 39. Zoom in Zoom out
  40. 40. Strategy Is a coherent plan to achieve a goal that will lead to significant positive change Sophie Dennis
  41. 41. Enables us to delegate control and making decisions That’s handy to know and playback to the people we’re trying to convince!
  42. 42. How do they govern, how do they run the show?
  43. 43. How do they know if what they are doing is working?
  44. 44. Where’s the advocacy & money coming from?
  45. 45. What’s important right now?
  46. 46. Join the dots
  47. 47. Understand the human picture
  48. 48. Question Does the work you want to do align to the outcomes your client wants Remember that’s your boss, colleague - the person you're trying to convince
  49. 49. Difficult Political Complex That’s pretty normal ;-)
  50. 50. Ask questions Actively listen Summarise Big summary Proposal Understand the picture ©Alice Chapman Founder of coaching firm Practice thisispractice.co.uk Non-Exec Director, cxpartners
  51. 51. Ask questions On a train journey, in the kitchen, in a ‘proper’ meeting. Can be v informal, and span conversations
  52. 52. How’s it going? What’s on your mind? What are you focussing on right now? Situation type questions
  53. 53. Problem type questions What problems are you facing? What’s going well / not well? What bugs you?
  54. 54. Impact & benefit questions What’s the impact? What would be better if it was fixed? If it was sorted, how would it be of value?
  55. 55. Ask questions Actively listen Summarise Big summary Proposal Understand the picture
  56. 56. What do you do with the cloud of stuff?
  57. 57. Actively listen
  58. 58. Passive listening - good for now!
  59. 59. It’s not the time for a debate!
  60. 60. 1. Mind - active decision to understand 2. Body - show you’re listening with your eyes and body language and voice 3. Speech - acknowledge and say thank you
  61. 61. Understand and acknowledge - not fix, change or debate
  62. 62. Ask questions Summarise Big summary Proposal Understand the picture Actively listen
  63. 63. How do you know if you’ve understood?
  64. 64. Summarise
  65. 65. Summarise = check you’ve understood Getting your assumptions out
  66. 66. 1. Paraphrase - if I’ve understood, if I’m hearing you correctly, I just want to check? 2. Mirror - playback key words 3. Empathise - you seem…
  67. 67. Let’s practice - 2 mins 1. Detective - what’s on your mind right now? 2. Client - something from work / home 3. Detective - if I’ve understood, can I just check… In pairs, one of you be the detective - the person asking the question - and the other be the client. Then swap.
  68. 68. Ask questions Summarise Big summary Proposal Understand the picture Actively listen ©Alice Chapman Founder of coaching firm Practice thisispractice.co.uk Non-Exec Director, cxpartners
  69. 69. Summarise every 30-60 seconds!
  70. 70. This is a wonderful service you are providing - it helps people gain clarity. Be explicit that you’re trying out something new with colleagues but you hope it will help them buckets too
  71. 71. Try and sketch a big summary together
  72. 72. Big summary
  73. 73. Ask questions Summarise Proposal Understand the picture Actively listen Big summary ©Alice Chapman Founder of coaching firm Practice thisispractice.co.uk Non-Exec Director, cxpartners
  74. 74. You’ve asked You’ve listened You’ve summarised What next?
  75. 75. Make proposals
  76. 76. Proposal /prəˈpəʊz(ə)l/ A plan or suggestion put forward for consideration by others.
  77. 77. “Don’t assume people will know what they need” Jesmond Allen, Design Leader
  78. 78. Proposal = a hypothesis
  79. 79. Value hypothesis
  80. 80. One problem you have is [this] One answer could be [this] So that you can do / achieve [this]
  81. 81. It doesn’t matter if it’s wrong It’s just a hypothesis The important thing is to share it
  82. 82. One problem you have is [this] One answer could be [what you want to do] So that you can do / achieve [this]
  83. 83. One problem you have is [this] One answer could be [ ? ] So that you can do / achieve [this] You’re bound to have discovered lots that you’d like to do during the rich discussion
  84. 84. You might get a No! Don’t concede Don’t make a speech Do investigate
  85. 85. Ask questions Summarise Proposal Understand the picture Actively listen Big summary ©Alice Chapman Founder of coaching firm Practice thisispractice.co.uk Non-Exec Director, cxpartners
  86. 86. Build Test Iterate
  87. 87. Build Test Iterate Move on?
  88. 88. To end
  89. 89. You are not just in UX You’re in business
  90. 90. Do. Or do not. There is no try Yoda
  91. 91. Sell* Ask Listen Summarise Propose *
  92. 92. Use the framework to have rich, meaningful conversations So that you can find out if what you want to do aligns your business / client So that you can build a convincing proposal
  93. 93. This will be a win - win If Yes :-) If No, you choose to iterate or move on
  94. 94. Trust me, this a bit like having a super power!
  95. 95. “It changes the quality of your conversations. For me, it has opened doors like nothing before” Walt Buchan Design Leader
  96. 96. Ask questions Actively listen Summarise Big summary Proposal Understand the picture Do you want to do ©Alice Chapman Founder of coaching firm Practice thisispractice.co.uk Non-Exec Director, cxpartners
  97. 97. Use it to do what we do best, serve human needs
  98. 98. Thank you Fiz Yazdi UXFiz fiz.yazdi@cxpartners.co.uk

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