Suppose that a farmer deals with big mastitis issues and he should really change his way of working to get a healthier herd. How would you convince him to change his current workflow? Change requires more than 10 tips, but here are 10 key factors to keep in mind when planning, announcing, implementing, and communicating a change initiative:
1. There is not a single "perfect way" to communicate change.
Change is uncomfortable, and adapting to change is messy.
2. Know what results you have in mind, ideally, from both the change initiative and the communication programme or tactic.
What's the call to action for the communication programme? What's the call to action for the specific communication tactic? What system or operations changes are underway that provide the framework for the desired results and behaviours?
3. Provide clients/farmers with information as soon as possible.
Providing sufficient information will help people adapt to change, and it helps them to understand why change is necessary.
4. Keep in mind that quantity is fine, but quality and consistency are crucial.
It’s more important to have a consistent message based on solid arguments rather than repeating the same message over and over.
5. Change takes time
It takes more time to get used to a new situation and to adapt to new ways of working. Assist clients in this process and accept that their habits can not change within two weeks. Focus on the achievements rather than on the failures!
6. Use multiple communication pathways and vehicles.
It's not enough to merely tell a farmer to change his housing management to fight diseases in a one-to-one situation. Rather, provide him with additional information from your e-mail newsletter (link to page email newsletter), for example.
7. Make use of peers
Peers that have experienced the same change and have a successful story to tell can be great advocates of your vision. They are trustworthy and that will have a great effect on the mindset of your client.
8. Make use of good data and facts
Good data will support your message and help in convincing a farmer! Show statistics and best practices from peers.
Give people multiple opportunities to share concerns, ask questions and offer ideas, and make following up with answers and updates a priority.
The more people involved in the process, the fewer you'll have walking out the door, or worse, staying and acting as internal saboteurs.
Source: www.inc.com
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