Budgets are tight, and we’re all being asked to do more with less. At the same time, technology continues to advance, and customers are demanding more. So, how do you make the case for your organization to invest in new technology? Here are three pointers to help you get a “yes” for your major tech project.
1. Know Who Your Audience Is
Who are you trying to convince? Are you presenting to your immediate boss, another influencer, or directly to the C-suite? The final decision-maker—often the person “writing the check”—is the most critical audience.
Consider the following:
- Is the C-suite person technical or business-focused?
- What matters most to them?
- How many steps exist in the approval process?
Tip: Tailor your message to the decision-maker. Avoid preparing presentations based on your perspective—focus on what convinces them. Business benefits are often more persuasive than technical details.
2. Focus on Benefits, Not Just Features
Understanding the difference between features and benefits is crucial:
- Feature: Something the item has or does.
- Benefit: How the audience gains or uses that feature.
Best Practices:
- Don’t mix features and benefits.
- Don’t assume the audience understands the benefit just by listing features.
- Connect each benefit to your audience’s goals.
Example:
Real estate agents describe a house as “having a big backyard.” The feature is the backyard. The benefit is the experience it enables: “a big backyard where the grandchildren can play.”
This principle applies to technology as well. For example:
- Feature: Integration of warehouse operations with carriers.
- Benefit for C-suite: Faster deliveries leading to higher customer satisfaction and repeat sales.
Always highlight benefits that resonate with your decision-maker.
3. Don’t “Bury the Lead” – Include a Clear Call to Action
C-suite executives are busy. Long, complicated explanations often bury the key message.
- Lead with the most important outcome.
Example: “This technology can generate $10 million in new sales.” - Be concise and direct.
- Include a specific call to action.
Example: “Please approve this new integration software purchase by month’s end so we can start generating more repeat sales.”
Clear messaging with actionable steps increases the likelihood of approval.
Key Takeaways
- Know your audience.
- Emphasize benefits over features.
- Highlight critical information upfront.
- Always include a call to action.
Following these steps will help you successfully engage your C-suite and drive key business decisions.
About Prolifics
At Prolifics, the work we do with clients matters. From improving access to medical care to protecting supply chain integrity, innovation, AI, and automation are central to our approach.
While competitors may throw more bodies at a project, we apply AI and automation to manage costs, reduce errors, and deliver faster results.
We accelerate your transformation journeys across Data & AI, Integration & Applications, Business Automation, DevXOps, Test Automation, and Cybersecurity, treating digital deliverables like customized products using agile practices.
