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What are the common pitfalls to avoid when aligning stakeholder needs and expectations?

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Solution selling is a sales methodology focused on solving the customer's pain points and challenges, rather than pushing a product or service. However, to succeed in solution selling, you need to align the needs and expectations of each stakeholder involved in the buying decision. These may include the end users, decision makers, influencers, and gatekeepers.?

So how do you identify, engage, and align these stakeholders, and what are some common pitfalls to avoid? Here are some best practices to follow.

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Abdullah Shafiq

Shaping the future of CX, with Connex | AI | CCaaS
Ritika J.
Zaher Soubra, MBA, PMP

1 Identify the stakeholders

The first step in aligning stakeholder needs and expectations is to identify who they are and what role they play in the buying process. You can use various tools and techniques, such as stakeholder mapping, buyer personas, and power-interest grids, to segment and prioritize your stakeholders. You should also research their pain points, goals, motivations, preferences, and objections, as well as their relationship with each other and with your solution.

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Ritika J.
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One of the most common pitfalls when conducting a stakeholder analysis is to overlook or exclude some key stakeholders who have a high interest or power in your system. This can lead to incomplete or biased requirements, as well as potential conflicts or resistance during the implementation phase.

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2 Engage the stakeholders

The next step is to engage the stakeholders and build rapport and trust with them. You can use different communication channels and methods, such as emails, calls, meetings, presentations, demos, and referrals, to reach out and interact with them. You should also tailor your message and value proposition to each stakeholder, based on their role, needs, and expectations. You should aim to educate, inform, and persuade them, as well as to listen and understand their feedback and concerns.

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Zaher Soubra, MBA, PMP
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At this stage, it is important to provide different answers to the crucial question: "What's in it for me". First, "What's in it for the organization" such as financial savings, operation streamlining... but also additionally a separate What's in it for each stakeholder that might help them to achieve a department objective or meet a KPI. A good solution selling approach should include a meaningful but short economic analysis, showing in numbers the advantages of adopting your solution as compared to an existing solution or a competitor's solution. For that purpose, gathering market intelligence is crucial, where you should have competitive information to compare to your proposed solution.

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3 Align the stakeholders

The final step is to align the stakeholder needs and expectations and create a consensus among them. You can use various strategies and tactics, such as stakeholder analysis, gap analysis, benefit analysis, and objection handling, to identify and address any gaps, conflicts, or risks that may prevent alignment. You should also leverage your champions and influencers, who can advocate for your solution and influence the decision makers. You should aim to create a win-win situation for all the stakeholders, and to demonstrate how your solution can solve their pain points and help them achieve their goals.

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Abdullah Shafiq

Shaping the future of CX, with Connex | AI | CCaaS
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Common pitfalls to avoid when aligning stakeholder needs and expectations include failing to communicate clearly and regularly, not understanding their priorities, neglecting to manage their expectations realistically, and overlooking the importance of building strong, trusting relationships. Additionally, avoiding assumptions and ensuring all stakeholder voices are heard can prevent misalignment and conflicts.

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4 Avoid the pitfalls

Aligning stakeholder needs and expectations can be a difficult and complex task. To ensure success, it is important to avoid common pitfalls such as assuming all stakeholders have the same needs and expectations, focusing on the features and functions of the solution rather than the benefits and outcomes for stakeholders, neglecting gatekeepers and end users, overpromising or underdelivering on the solution, and failing to follow up or nurture the stakeholders. These mistakes can lead to a loss of credibility and trust, and can ultimately derail or delay the buying decision.

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Zaher Soubra, MBA, PMP
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In case some stakeholders have a negative bias towards you and/or your solution (which is often the case), you should strive to address their concerns and alleviate their objections, shifting their opinion at least to a neutral status. Never underestimate the effect of any stakeholder, even if their position in the organization power and influence map is much lower than your champions. In fact many organizations would give a sort of "veto power" to some trusted persons reversing their manager's decision.

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5 Conclusion

Aligning stakeholder needs and expectations is a key skill for solution selling, as it can help you create value, differentiate your solution, and close more deals. However, it requires a systematic and strategic approach, as well as a deep understanding of your stakeholders and their pain points, goals, motivations, preferences, and objections. By following the steps and tips in this article, you can identify, engage, and align your stakeholders, and avoid the common pitfalls that can hinder your success.

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What are the common pitfalls to avoid when aligning stakeholder needs and expectations?

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1 Identify the stakeholders

2 Engage the stakeholders

3 Align the stakeholders

4 Avoid the pitfalls

5 Conclusion

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