Now comes the hard part of convincing your team or clients to make the switch to CoSchedule. Whether you’re facing a boss that just doesn’t want to change the status quo or you have a client that is deadset on their old tool, there’s a way you can help change their mind, and it will save you from wanting to tear your hair out.
Instead of just getting advice, you can try this Marketing Tool Proposal template and fill it in as you read (click File and Make A Copy to make a version for yourself to edit). By the time you reach the end of this post, you’ll have a full proposal that’s ready to pitch to your boss or your client.
Before We Get Started, What's the Problem You Want to Solve?
What problem do you want your tool to solve? Marketing teams can face a variety of different problems like:
- Not having enough time to get stuff done.
- Inability to complete work manually.
- Missing deadlines.
- Not shipping projects fast enough.
It’s up to you to determine the biggest problem your team is facing and find the tool that will help solve it.
The next part of your reflection should be deciding what jobs need to be completed by your marketing team in order to be considered successful. These jobs should help meet marketing goals set by your team.
Take the jobs list that you created and figure out what types of features your team will need in order to complete those jobs. What jobs you need to do will help push your need for CoSchedule further.
For example, let’s say that your team needed to post 25 social media messages a day. Your team would want a tool that would be able to handle that many social posts and make it easy for your team to schedule them. (Psst. CoSchedule!)
Make a list of features, add-ons, and capabilities that CoSchedule must have in order for your team to use it successfully. Once you Start to schedule trials and demos for your teammates in CoSchedule.
After your pitch new you’re going to face objections. Remember people naturally don’t like change, and now you’re pitching a tool that’s going to change the entire system! As long as you prepare yourself and address objections head on, you’ll be able to calm their fears and move on to a tool that you love.
"The Price Is Too High"
This is probably going to be the first objection that you hear from your boss or your client. It’s normal because it can be scary to drop a bunch of money on a tool you’re unsure about. Remind your boss or client what you’ll lose if you don’t switch.
Here are three points you can raise:
- Reduced efficiency. Explain that not using the tool will result in your team working slower and less efficient.
- Lower quality work. Explain that without using this tool, the quality of work your team produces won’t live up to its potential.
- Lose your competitive edge. Explain to your team that you may not know exactly what tool your competitors are using but without this tool, your team will be unable to produce enough work to keep up with them.
ACTION ITEM: Prove that not using CoSchedule would reduce your team’s efficiency, try the following tactic:
- Create a list of every task that your team has to do in order to complete a project.
- Estimate how long it takes to complete each task and total it at the bottom of your list.
- Show them how the tool you’ve selected removes some of those tasks.
- Re-calculate the time it would take your team to complete a project with the removed tasks.
Finally, remind your team that there is a good chance that your competitors are already using similar tools. To make your point add the following to your presentation:
- Make a list of your top five competitors.
- Observe and record what types of marketing tactics they are using to attract their audience.
- Note what is resonating with their intended audience.
- Make a list of what your competitors are doing that your team doesn’t have the bandwidth to tackle.
- Explain how your tool can help your team take on the projects that you otherwise wouldn’t be able to execute.
“But We’re Used To Our Old Tool And Don’t Want To Change”
By sticking to what’s already being done you end up in a rut. You never want your marketing to end up stuck, especially since marketing processes are always evolving. So how do fight the “this is the way we’ve always done things” mentality?
Start by calling out the following points:
- Status quo marketing produces status quo results. Explain that if your team keeps producing the same work over and over again, you’ll never have the chance to grow.
- Fear is a bigger intimidation factor than it seems. Explain to your team that fear of change is natural (in fact, there’s a whole part of your brain dedicated to it) but that they have to be able to fight back.
Next, remind your boss or client of the status quo by adding the following into your presentation:
- Make a list what your current marketing tool does for your team.
- Then make another list of what you want your team to be doing.
- Compare the two lists and show your boss how the projects that you want your team to be doing are outside the scope of your current tool.
Next, explain that resistance to change is normal, but an impediment to positive change. The lizard brain is part of the human brain that is naturally resistant to change. Encourage your boss or your client to discuss the following by adding these talking points to your proposal.
- Ask them to explain why they are scared to move to a new tool? Is it cost, time or a little of both?
- Remind them that you started searching for a new tool because something in the current process is broken and in order to be the best you need to fix that process.
- Demonstrate how the new tool makes fixing that process easier. This will make it more difficult to defend doing things the old way.
“Why Do We Need to Be Doing [INSERT TASK] Anyway?”
You might have someone in your organization who doesn’t think the tasks your chosen tool helps with are necessary. Hopefully this isn’t the case, but someone might even be skeptical about your entire job function. That gives you an added challenge to getting the tool you want: proving that the work it helps you do has value, and that you’ve found the right tool to get it done.
This could be social media marketing, SEO, project management, or any other area of need.
ACTION ITEM: To prove your point, do the following:
- Make a list of high authority marketing publications. Hubspot, MarketingProfs and the CoSchedule blog are a good place to start.
- Search their blogs, e-books and other content for pieces of research that back up why your team should be taking on a task.
- Gather the data that is going to pack a punch and help solidify your argument.
- Explain why the sources that you pulled your data from are a high authority, i.e. put some of their credentials out there like they have over 2 million subscribers or they backed up this data with 14 different studies.
The next step is to show your team how the tool you are interested in will simplify whatever task you’re hoping to perform.