Culture Change and the Bottom Line — How to Sell Your Culture Shaping Services

corporate culture

Corporate Culture change helps the workforce and supports business transformation throughout an organization. That’s why HR departments around the world are exploring how they can motivate employees, engage with teams, and create better collaboration throughout the workplace. Culture change works, too — businesses like Google, Salesforce, or Edward Jones place a huge emphasis on a positive, motivated culture, and have the results to prove it works.

Surely selling culture change services should be easy, right? Unfortunately not. If you provide culture shaping services, you’ll know how difficult it is to convince large corporates they need to hire you. Fear not, we’ve got the tips and tricks to help you get your foot in the door and make the sale.

Why Corporations and Enterprises Need Culture Change Culture shaping services are designed to help employees:

● Reduce stress in their working environments and individual roles.
● Create better collaboration with other employees and teams.
● Have a greater sense of connection with the business and its goals.
● Be more motivated and productive in their day-to-day work.
● Meet and exceed their objectives.
● Drive up performance.
● Treat customers in a more effective way.

Corporations don’t invest in culture change for purely altruistic reasons, instead, they’re interested in how culture shaping benefits the bottom line. Payroll is often the biggest expense for any business, and organizations can increase their return on investment in the workforce by driving up performance and productivity. Culture change is an effective way of achieving that:

● Less stress means lower turnover, less absence, and more engaged employees.
● Closer collaboration means less wasted time communicating and more time driving projects
forward.
● Connecting with business goals means individuals and teams are aligned on supporting the
business vision and direction.
● Motivated employees means they work harder, more effectively, and for longer.
● Exceeding objectives and driving up performance means putting extra work in to outperform in
their role.
● Treating customers better means building loyalty in the audience so they become repeat
buyers and advocates.

This all helps to reduce costs, streamline operations, get more work out of each employee, and drives
up revenue and profit. That’s the golden rule when you’re selling any kind of service to a corporation:

Show how the service you provide will impact their bottom line.

Convince the Influencers — Find the Right Person to Talk To

You need to pitch to the right people in your target corporations, this is where LinkedIn comes in handy. Identify the key HR stakeholders who influence culture change and employee motivation. Follow them on LinkedIn and explore their profile for their main areas of interest. Read the articles they share and use profile data to help you refine your pitch. Make sure you target their specific areas of interest, and locate hard data and statistics that ties those interests back to business success and the bottom line.

Show Thought Leadership — Cite Relevant Papers and Articles

Before you show exactly how your business can improve the bottom line, it can be useful to set context through sharing authoritative papers. Search out the articles in your target’s area of interest that contain hard data on business improvements. Cite and quote those studies in your pitch. We’ve found that the following articles are great places to start:

● Corporate Culture: Evidence from the Field​ .
● Corporate Culture: The Interview Evidence​ .
● Digesting the Statistics of Workplace Stress​ .
● Gallup’s State of the American Workplace Report​ .
● Effects of Positive Practices on Organizational Effectiveness​ .
● Compassion at Work​ .
● Elevation at work: The Effects of Leaders’ Moral Excellence​ .
● Psychological Safety, Trust, and Learning in Organizations​ .

Demonstrate Your Expertise — Use Case Studies and Hard Data 

Once you’ve used these wider studies to set context, it’s time to dive into how your business services and consulting can specifically benefit your potential client. Go through your past successes and case studies and use metrics and results to tie your initiatives back to measurable improvements. Tweak your case studies so they focus on the areas your target is most interested in improving. Where possible, get testimonials from named people in senior positions to demonstrate how your approach saves the business money or improved the bottom line.

Use a Defined Approach — Get the Right Definitions, Metrics, and Analysis in Place

When you’re creating a proposal, make sure you keep a strong focus on a narrow scope. Share your thinking about how you’re going to define improvement, both in terms of initiatives and business impact. State the metrics you will use to demonstrate this improvement, together with the analysis that will let you refine your approach.

Propose a Niche Pilot Study — Make Improvements to a Small Area to Prove Expertise and Benefits

Don’t try to do too much, too quickly. Propose a narrow pilot study that will demonstrate the culture changes you want to make, and the measures you’ll use to prove the outcome. You might want to limit your initiative to a particular area, department or team. Use the results from a pilot study to justify selling more services.

Together, these tips will help you create a convincing proposal and pitch. Know why organizations seek culture change, target the right people, and use hard data and statistics to create compelling context. Then, dig into the specific services you provide and tie them back to clearly-defined measures and improvements. Propose a pilot study to prove the value you add, and take things from there.

Here at Unstoppable Global Consultants, we know how to help businesses like yours. Get in touch today and learn how we’ll transform your lead generation, work pipeline, marketing and branding.

Together, we’ll be unstoppable!