Get Better at Influencing Stakeholders: 7 Principles for Success
Your ability to understand and influence stakeholders can make or break any product launch, transformation or change you're trying to implement. Don't neglect your stakeholders with these principles.
Effective stakeholder management is a critical component of any successful project or organizational change. The way you engage with your stakeholders can greatly impact the outcomes of your initiatives.
Neglecting your stakeholders can lead to misunderstandings, resistance, and ultimately, project failure.
Let’s explore the seven principles of stakeholder management, drawing inspiration from Mayfield's (2013) insights and providing practical guidance on how to excel in this essential aspect of leadership and management.
1. You can forget important stakeholders, but they won't forget you
When engaging with stakeholders, it's vital to recognize that they possess valuable information and insights that you need for your project's success. However, it's not just about extracting information from them – it's about making them feel like an integral part of the process. By engaging with your stakeholders and considering their perspectives, you build trust and collaboration, paving the way for smoother change initiatives.
2. Identification is a continuous practice
Identifying stakeholders is not a one-and-done activity; it's an ongoing process. Stakeholders can change over time, and so can their sentiments and attitudes towards your projects. Stay vigilant and adaptable to these changes, and regularly reassess your stakeholder landscape to ensure that you are addressing their evolving needs and concerns effectively.
3. Regularly re-prioritize
At different stages of your project, some stakeholders may take precedence over others. For example, during the project's inception, the leadership team or change champions may be the primary focus. As the project unfolds, additional stakeholders might become instrumental in driving the change. And as you reach the implementation phase, including those within business-as-usual (BAU) operations, team leaders, and other key players becomes crucial to prevent regression to old habits and behaviors. Recognizing the evolving hierarchy of stakeholders is pivotal for a successful change journey.
4. Some stakeholders are best engaged by others
Knowing your stakeholders and understanding how they prefer to be engaged is essential. It's often more effective to engage certain stakeholders through intermediaries, such as change agents. These are individuals who hold the respect and trust of key stakeholders. For instance, the engineers at Apple recognized the potential of touch screen capability for the iPhone but had difficulty influencing Steve Jobs. They wisely reached out to Jony Ive, who excited Jobs about the concept. Jony's influence played a pivotal role in the eventual integration of the touch screen, demonstrating the power of leveraging influential intermediaries.
5. Seek first to understand, and then to be understood
Empathy is a cornerstone of effective stakeholder management. Before introducing a change, make a concerted effort to understand your stakeholders' perspectives and concerns. Encourage them to express their thoughts and feelings about the proposed changes, and ensure they feel respected and valued. By practicing stakeholder empathy, you set the stage for constructive dialogue and collaboration. When stakeholders feel heard and understood, they are more likely to reciprocate and engage positively with your initiatives.
6. Lead with Emotion over Reason
Human decisions are often driven by emotions before rational judgment. As a Change Manager, it's crucial to acknowledge and engage with stakeholders' emotions and concerns. Let them express their anxieties and frustrations, and discuss the potential negative impacts they foresee. Partner with them to explore possible solutions that address their apprehensions. For example, during my time at Telstra, I launched the first smartphone with an App store, a move met with skepticism and concerns from stakeholders. By actively addressing their worries, negotiating revenue sharing, and designing a comprehensive Go-To-Market strategy, I mitigated risks and gained stakeholder support for the initiative.
7. Show Don’t Tell
In essence, demonstrating over argument is more persuasive than telling. When stakeholders witness the positive impact of a change or innovation, it carries more weight than hearing about it. Demonstrate the benefits and effectiveness of your initiatives through tangible results and success stories. People are more likely to embrace change when they see real, positive outcomes. Providing a proof, helps.
Influencing stakeholders requires a deep understanding of human dynamics, effective communication, and adaptability. The seven principles of stakeholder management serve as a roadmap for achieving successful change.
By considering these principles and being attuned to the needs and concerns of your stakeholders, you can navigate the complexities of change management while building stronger, more collaborative relationships.
Need help with product management, managing stakeholders and making change stick. I can help. Send me an email at irene@phronesisadvisory.com