Convincing others to buy into an idea, a product, or an initiative requires listening and communicating effectively. Asking the right questions can help people to open up and to discuss upcoming changes more freely, while understanding that they have a voice in the process.
Scenario: Your company has developed a new initiative or product, or it is introducing a change to technology or personnel that will affect your team and its daily working environment. You are tasked with gathering buy-in from your team, as well as learning if they have any objections to this initiative.
You call a meeting with your team:
- Briefly describe the new initiative and why it is important (e.g. a reorganization, a new product, a new technology, etc.)
- Draft three (3) questions for your team designed to gain buy-in and support for this new initiative
Next, share your communication strategy with us:
- How will you know if your questioning was effective?
- Your team needs to know they have a voice – during this meeting, how did you let them know you are listening to them and that their opinion matters?
Watch the video below, read the textbook chapters, and read or listen to the lecture about customer segmentation.
Then discuss how you will segment the market for your chosen company’s marketing plan, using Kotler and Keller’s basis for market segmentation in Table 6.1 (geographic, demographic, psychographic and behavioral) or Business-to-Business (B2B) market segmentation (demographic, operating variables, purchasing approaches, situational factors, and personal characteristics) in Table 6.2.
- Identify and describe clearly your biggest challenge
- Make reference to Table 6.1 (Major Segmentation Variables for Consumer Markets) or Table 6.2 (Major Segmentation Variables for Business Markets)
- Respond to two of your peers with an idea to overcome their challenge