Have you ever changed your mind? Not necessarily about something trivial like what you want for dinner, but truly changed your mind about a long-standing opinion of a person, company or issue due to a new experience, discussion or interaction? If you have, you are one of the few. However; as marketers, we ask our target audience to change deep-seated opinions with our marketing and PR efforts.
Why is it so hard to change an entrenched opinion or perception? It isn’t so much about influencing that one person, but more about how much you can influence everyone around them.
The Difficulty of Breaking Convention
A well-known saying can help us illustrate this thought process. “You don’t get fired by hiring IBM.” Substitute “IBM” with any long-standing, high profile vendor in the marketplace. Because the vendor is well-known and established, it benefits from the collective power of the group and the psychological barriers that prevent individuals from stepping out on their own if they disagree. Think about how bold and confident a person needs to be to speak up and present a counter view to an entire group! Even if the argument is well-reasoned and fact-supported, it can be an uphill battle based on the historical assumptions the group maintains (whether justified or not!).
It’s easier to go the conventional path; the risk is spread among everyone in the group.
This sometimes happens when we sit across the table from clients or prospects. The first thing they tell us is they want to influence a specific person in an agency. They assume this ONE PERSON is the key to change, away from the conventional wisdom. They ask us to only interview a specific level of person (often c-suite) and get their opinion. They often forget the environment in which this individual works. Even the most empowered executive faces great organizational inertia to stick with the status quo, or the most well-known solution.
A Better Approach
Wouldn’t it be easier for the executive if opinions were more varied across the organization? Wouldn’t it be better if you knew that when an executive asked for the group’s feedback on a vendor or proposal, there was greater familiarity and awareness of new vendors across all staff, from procurement to technical staff to the program team lead? To change the opinion of your customer, you can’t focus on only the final decision-maker; you need to explore the differences in opinion among all influencers within an organization. We regularly discuss this approach with our clients to help them move the needle.
The influence of the collective is further seen historically across Market Connections’ research. The Federal Media &Marketing Study revealed when making a decision, over half (51%) of federal respondents cite peers and colleagues as the most trusted source of information. What this tells us is public sector decision-makers are just like us. Their decision-making is not just influenced by their own thinking, but the thinking of those they surround themselves with every day.
As you plan your next efforts to understand and influence a specific agency or decision-maker, make sure you understand the thoughts and opinions of the whole ecosystem, and market accordingly.
Learn more about key services Market Connections offers to help you understand how you are perceived in the marketplace and throughout your customer base with brand awareness, customer satisfaction & contract evaluation, new pursuit and capture, and brand, product or message testing.