Identifying Resisters’ Interests

Don’t make your audience members guess your message.

Each person’s unique life experiences shape her views of the world and influence how she responds to other’s ideas. If you encounter resistance after presenting a proposal, avoid the temptation to keep pressing your case. Instead, think about what may be driving the person to disagree with you. Then adapt your response accordingly.

For example, suppose you want funding to conduct a study on the merits of entering a new market. The head of research and development opposes your plan. She is concerned that entering a new market might direct company resources away from a project she wants to pursue. In this case, you might want to address her fears in your presentation, providing information on how entering a promising new market may generate more revenues for the company, which could in turn fund a boarder range of new projects for the R&D group.

ACTION POINT: Draw conclusions for your listeners. Don’t make your audience members guess your message. Help them arrive at the conclusions you want them to arrive at.