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Winning with Business. Shelley Symonds & Shari Simon ssymonds@pacbell.net 510.219.0721. If you want to win, and win fast…. We need business to win Business support will get you legislative support, public support and press support Get them on your side

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winning with business

Winning with Business

Shelley Symonds & Shari Simon

ssymonds@pacbell.net

510.219.0721

if you want to win and win fast
If you want to win, and win fast…
  • We need business to win
      • Business support will get you legislative support, public support and press support
      • Get them on your side
  • It’s easier than you think
  • It only takes a few, good business people

Symonds & Simon

three step process

READY

AIM

FIRE

Three step process
  • Ready
    • Find your coalition’s business leader(s)
    • Use them in creating the legislation
    • Create initial business messages
  • Aim
    • Find your business spokespeople
    • Finalize your messages and materials
  • Fire
    • Shape public opinion
    • Proactively set the terms of debate
    • Iterate, iterate, iterate

Symonds & Simon

why would business support a social program
Why would business support a social program?
  • When it helps them
    • Increase revenue
    • Decrease costs

Symonds & Simon

slide5

READY

Symonds & Simon

ready

READY

Ready
  • Find your business leader(s)
    • Executive level
    • Private sector track record
    • Good professional connections
    • Time to devote to this
  • Use same process to recruit them that they will use to recruit business spokespeople
    • Use your rolodexes
    • Use business associations

Symonds & Simon

make it work for business too

READY

Make it work for business, too
  • Make the legislation palatable to business
    • When drafting the legislation
      • Use business leaders to vet the legislation
        • Economically friendly legislation
        • Test: identify problem areas and positive areas
        • Create negotiating strategy
      • Associate with successful, well-perceived programs from businesses’ point of view

Symonds & Simon

make it attractive to business

READY

Make it attractive to business
  • When creating initial messaging
    • Business friendly language/messaging
    • Inclusive language for all important constituents
  • Make it make business sense
  • Make rational cost/benefit arguments
    • Emotional appeals will not work with business
    • Demonstrate return on investment (ROI)
      • Third party, credible sources
    • Track results
      • Build into the plan future studies to track actual experience
      • Goal is federal legislation – actual stats and facts are critical

Symonds & Simon

slide9

AIM

Symonds & Simon

who is business

AIM

Who is “Business”?
  • Many different segments
    • Small businesses
      • Surprisingly receptive
    • Medium businesses
      • Start at the top
    • Large corporations
      • Longest sales cycle is with large businesses
      • May be easier to work through organizations

Symonds & Simon

messaging

AIM

Messaging
  • Set the discussion – fact based
    • University of Chicago study, 2000 Department of Labor Survey on FMLA, EDD study, California Labor Survey (political support across parties)
  • Create materials for a common voice
  • Be consistent
    • Train team members to use the common voice
  • Language that worked
    • State Disability Insurance, Family Temporary Disability Insurance
  • Language that didn’t work
    • Workmen’s Comp, Paid Family Leave

Symonds & Simon

business messages that work

AIM

Business messages that work
  • Make a business argument
    • Increase profits or revenue
    • Decrease costs
  • Business vs. personal
    • Use third party, impartial sources
  • Increased employee retention
    • Of “good” employees
    • Did not impact ability to remove “bad” employees
  • Time vs. money
    • Time is mandated leave
    • Money is disability insurance
  • Legislation 100% employee funded
    • Does not create any new employee rights to leave (time off)

Symonds & Simon

business spokesperson profile

AIM

Business spokesperson profile
  • Executive level
  • Men and women
  • Well-prepared and coached
    • Accessible - ready to turn on a dime
    • Brief them as you would for any marketing campaign
      • Three points
      • Facts
      • Obvious conclusion
      • Stay on message
  • Personally credible and forceful

Symonds & Simon

slide14

FIRE

Symonds & Simon

how to reach businesses

FIRE

How to reach businesses
  • Use business associations
    • The usual suspects
      • NAWBO, NOW, BPW, Catalyst Women, Am. Assoc. of University Women, Cosmetic Executive Women
    • Not just “women’s” associations
      • Manufacturers, restaurants, hotels, merchants organizations, industry organizations (ASBA, Social Ventures Network), professional organizations (NCHRA)
    • See who is quoted in the press
  • Use everyone’s personal rolodexes
    • Authors of legislation
    • Great for small/medium business contacts
  • Tell a friend is very powerful

Symonds & Simon

electronic outreach

FIRE

Electronic outreach
  • Business runs electronically
  • Use list serves
    • Create your own or use existing ones
  • Have an informational website with actionable pop-ups
    • Business website
    • Concise and compelling messaging
    • Make it quick and easy to take action
    • Sample letters, emails, send-a-fax, tell-a-friend
      • For politicians
      • For press
      • For businesses
      • For personal contacts

Symonds & Simon

opposition unexpected

FIRE

Opposition – Unexpected
  • Women in business
    • Adverse reaction possible
    • Business women may view it as inhibiting career paths and/or compensation
      • Makes them less desirable as hires
      • Puts them on slow-track
      • Gives employer reason for lower pay
    • Counters:
      • Christopher Ruhm study and Gruber study

Symonds & Simon

opposition expected

FIRE

Opposition - Expected
  • Expect opposition from national or statewide organizations
    • Chamber of Commerce – well-organized
    • Business organizations – NFIB, Bay Area Council
    • What they will say
      • Grants rights to “paid leave” for less than 50-employee companies
      • Job killer
      • Enormous cost of program, budget deficit
      • Employers will bear additional costs
        • Temp or contract workers
        • Training and administration, lost productivity
        • Eventually will have to pay for legislation – new taxes
        • Abuse of system
        • Circumvents existing law – ERISA, FMLA
  • How to combat it
    • Neutralize their power with business support
    • Get the facts out there first
      • Use your business spokespeople
      • Not all members of these organizations agree with their positions
    • Companies with a track record
    • Use global experience

Symonds & Simon

lessons learned
What we learned:

Legislation was palatable to business

Message well received

Crafting effective message required due diligence

Business is not monolithic

It only takes a few, compelling spokespeople to make a difference

What we recommend:

Start early

Involve business in the coalition immediately

Proactive rather than reactive – set the agenda!

Make a consistent business argument

Use business organizations

Leverage the volume to set the discussion

Use everyone’s personal rolodexes

Have clear and concise calls to action

Use electronic outreach

Find a compelling business spokesperson

Then find two more

Lessons learned

Symonds & Simon

questions

READY

AIM

FIRE

Questions?

Symonds & Simon