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Telling Is Not Selling: Gaining Leadership Buy-in for Safety Software
Create Urgency
It might seem easy, particularly from a safety perspective, to create urgency based on fear (“if this software isn’t implemented, these negative outcomes will occur”). While fear can be a powerful motivator, there are more effective ways to create urgency that preserve future relationships. Being recognized as someone who relies on fear tactics to gain agreement is not desirable. Instead, the urgency should be based on insights gained during the discovery phase. Since the EHS software’s ability to address pain points has been identified, a specific timeline should be established to implement the solution. An open-ended plan lacks the urgency needed to secure a positive response from the audience.
Advancing the Sale
Now it’s time to present the sales pitch to the leadership team. However, it’s important not to conclude the presentation by saying, “Okay, great, now the ball is in their court to get back with a decision.” Instead, confidently assert the next steps: “Okay, great, the next steps will be this, and a follow-up will occur by this date.” Every conversation, including the initial proposal, should end with a clear understanding of the next steps and the timeline for completing them. This also applies to when others need to provide relevant information. Regardless of the situation, it’s crucial to be the champion of the initiative, taking responsibility for its progress.
Get it Done
After gaining leadership approval for the purchase, the next and perhaps most critical step is executing the plan as promised. During the initial discovery phase, leadership’s pain points were identified, and the proposed solution was connected to those specific issues. Now, it’s essential to demonstrate that the investment was worthwhile. Leadership needs to see that solutions are not only beneficial to the organization but also effectively achieving their intended goals. By doing so, a trusting relationship is cultivated, making it easier to gain support for future initiatives, whether financial or otherwise.
Conclusion
“Selling” might not feel natural for safety professionals, but these five steps can be effective in internal selling situations where the relationship with the audience is ongoing, rather than a “one-time transaction” sale. The goal is to build on existing relationships with the leadership team and collaborate to implement a mutually beneficial software solution. Each successful implementation of a safety solution that positively impacts strategic goals lays the foundation for the next request, creating a cycle rather than a straight line of sales steps.
It is also important to remember that introducing an EHS software solution to an organization will do more than just “check the compliance box.” An effective program contributes to making the workplace safer and smarter, helping the organization reach that admirable — and attainable — goal by working with leadership.
This article originally appeared in the September 2024 issue of Occupational Health & Safety.
About the Author
Jill James is Chief Safety Officer at HSI where she focuses on product, thought leadership, and regulatory trends. Her 29-year EHS career includes 12 years as an OSHA Senior Safety Investigator, and several years in healthcare, education, biotech, life sciences and the poultry industry. Jill hosts the Accidental Safety Pro podcast and created the Supervisor Safety Tip video series. She received her Master’s in Industrial Safety from University of Minnesota, Duluth and her undergraduate degree is in Community Health Education.