Mind Your CBAs and ABCs
Flip the traditional model of how you tell your story based on the mindset of the recipient.
People who think differently require fundamentally different presentation approaches. You increase your chances for success with all kinds of decision-makers if you customize your presentation based on their needs. Some people play to win – let’s call them (PTW), and others often play not to lose (PNTL). Knowing their POV lets you frame your presentation the best way for them.
This CBA / ABC construct will help you when you are making sales presentations or just making a recommendation to your boss. Stay focused on Recipient-Oriented Communications: It’s not what you WANT to say, it’s what the recipient NEEDS to hear. If you are presenting to a group, focus more on the UDM (ultimate decision-maker) and CDMs, (conferring decision-makers).
Here’s an example. Let’s say your boss asked you to recommend the best method to serve water to guests when they come to the office. They asked for your recommendation in two weeks.
You determine the answer is a balance of cost, convenience, health and environmentalism.
You start your process by assessing how we currently serve water. You ask a sample of your guests about their preferences. You ask the CFO to determine the total cost of every option. And you ask the office manager about operational efficiencies.
You learn that your company has had six different solutions over the last 10 years, ranging from custom logo printed plastic water bottles to washable logo glass tumblers.
And, after all of that, your recommendation is simply to go to Costco and purchase individual bottled waters. (While this isn’t the best environmental option, you believe that the process of cleaning glasses was too challenging.)
Now it’s time to prepare your recommendation to your boss. How you architect your presentation is 100% based on the recipient: Do you tell your story according to CBA or ABC?
A = History. How did we do this before?
B = Process. How did you reach your conclusion?
C = Punchline. So therefore, I’m recommending that we _______.
If your recipient is a PTW, start your presentation with the C punchline. “I recommend we simply go to Costco and buy their disposables.” If they agree, you are done. If there’s a question, it’s almost always about your B process. “Our team did a full cost analysis and usage survey…” If they agree now, you are done. If not, the next question is usually about your A history. “In the last 10 years, we’ve had six different solutions, ranging from…”
However…
If the recipient is a PNTL, use a linear approach. A history. “I went back over the last 10 years to identify the six different solutions we’ve had…” B process. “Our team did a comprehensive cost, health analysis and user study...” C punchline. “Going forward, I recommend buying water bottles from Costco.”
The PTW will probably be bored by the time you get to C if you start with A. However, the PNTL’s head might explode if you start with the C punchline.
If your key recipients are both PTWs and PNTLs, start with CBA and then interject the ABC points right away.
Know your audience. Practice your CBAs and ABCs and it will increase your chances of hearing, “Yes, I agree with your recommendation. Let’s move forward. Nice job.”
Onward.