Issue Selling in Organization.

This article focuses on the issue selling in the organization. In this age of rapid change, organizations must relentlessly improve their structures, processes and systems if they hope to out perform their competitors. The best companies know which ingredients go into a successful change effort and how to mix and match them to achieve the most potent blend. The picture of issue selling that emerges from the research contains both expected and unexpected elements. For instance, it's not surprising that successful issue sellers present their issues as strategically important, legitimate and relevant to the organization overall or that they lend to break complex issues into manageable bits and present them incrementally to decision makers. However, packaging moves appear more complex than the authors expected. Specifically, issue sellers must do much more than provide compelling facts to support their claims. They have to know how to present those facts--something that comes only with normative and strategic knowledge. Equally interesting, the data suggest that successful issue sellers are conservative, that is, they tone down potentially radical ideas, warm up their listeners by introducing issues to them slowly and tailor their presentations to the organization's culture and overall strategy.