I was recently working with a group of purchasing professionals around effective communication of change messages. Understandably, the focus was on influencing and persuading others to buy into the value that can be created by supply chain-focused initiatives.
We were discussing the example presented by one of the members of the group, who was attempting to centralize purchasing, moving away from the status quo decentralized (ad hoc?) purchasing. Playing a combination of devil’s advocate and helpful outsider, I probed for some objective evidence. The idea that centralized purchasing was “good” and decentralized purchasing was “bad” seemed to be the crux of the argument. How far would that fly outside this group?
No small part of presenting information is providing appropriate support, and this is where the difficulty arose. What may seem “common sense” to a group of purchasing professionals will likely need a bit more behind it to garner buy-in from those in, for example, a sales function. The conundrum that many of us face in supporting to external groups is this: “I can’t understand why you don’t understand this.” We are tempted to try “dumbing it down,” but it may also simply require being ready to answer the question, “Why on Earth would I want to do that?” This question will not likely come from those already on board.
In this article on corporate social responsibility (CSR; potentially requiring a softer sell than procurement rigour), Prof. John Peloza describes the dynamic whereby the camp of those who champion the CSR cause are often talking to each other about their importance, rather than to the finance side of the business where decisions are made. Part of the language of finance is numerical support in the form of return on investment, return on equity and return on assets. He claims that no one in the CSR camp bothers to learn this language in order to engage the finance group in discussion. (And, why bother? We’d rather talk amongst ourselves anyway…) The same may apply to those working in supply chain.
Back to the original example: in light of the current financial situation and a collective cry for more accountability, it may be getting easier to make the case for centralized versus decentralized purchasing. Nonetheless, that case will have to be made to some people who prefer having flexibility in the purchases they make. Having worked in sales, I completely understand the preference for decentralized… and how a sales person might not understand why you don’t see it their way.
Effectively putting the case forward to these “out groups” requires attaching support to what could be “common sense” arguments. It demands going beyond, “It’s just better, OK? Trust me.” Oh, and don’t forget: try to not come across as condescending.
Quick tip: If you find someone from an “out group” who has come to “get it,” ask them to tell you what brought them around. Chances are this support will be appropriate to others in that group.
This originally appeared in the October 2008 e-Newsletter for the Canadian Supply Chain Sector Council (www.supplychaincanada.org).
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