Earning “Buy-In” from the Technophobe C-level Decision Makers

In my previous post I discussed how technophobia has become one of the biggest impediments to business growth. If an organization has senior leaders who are technophobes, and if these people make critical decisions regarding company or departmental strategy, then getting them on board with new ideas is a major challenge – but a critical necessity.
Here are some strategies to dealing with the senior management technophobe:

1) Prepare a presentation that the non-technical audience can relate to: Don’t get fancy showing them AI generated videos or anything else that brings them deeper into the darkness. Start off with something they can relate to and adjust to – something they are familiar with; for example – a simple 12 to 15 slide PowerPoint presentation.

2) Ensure your presentation has “Proof of Concept:” It is one thing if you are showing a slide deck containing your brilliant ideas for cost reduction, efficiency optimization, or revenue generation. They are just your ideas – and, after all, you are that person who is always coming to the table with new ideas – and to the technophobe – that gets old. You need proof. You need numbers. You need to be specific in showing how the idea worked in other companies. Your slide deck needs to come from a position of objectivity and show how this affects making money or saving money.

3) Testimonials: This is a powerful tool if handled correctly. Technophobes put super-high value on what others in their industry are saying about a particular product. As a matter of fact, one of my greatest challenges has been when a technophobe’s competitor is using product X and I know there are better options, and I must convince my client/technophobe of that fact. If my client’s counterpart at the competitor says they are using Product X and they love it, then it is difficult to convince the technophobe otherwise. This is his/her proof – and all the proof they need – even if it’s the wrong way to go. Therefore, leverage this way of thinking by contacting companies in your industry (or similar industries) who are using your idea and speak to them. If it is working well and they love it, quote them in your slide deck. Show how they are using it and what it has done for them.

4) Ask your competitor if they are open to having a few of your people take a “field trip” to see the technology in action. You might think – why would a competitor do that? However, most of them are very friendly and willing to help. They know, as well, they can come to you with ideas and questions. I’ve been able to overcome many obstacles this way.

I always laugh at the term “Change Management.” The term is so simple, passive, and innocuous, when, in fact, it requires blocking and tackling at the most sophisticated levels of human behavior, technology, and teamwork.