How to sell an idea 

by Geoffrey James

 Got an idea that could kick your career into overdrive? You'll need support to make it happen-from your own boss, a financial backer, or even a decision-maker at another company. Here's how to sell your idea to the people who can turn it into reality.

 Step 1: Confirm That You and Your Idea Are a Credible Match

GOAL: Make sure an appropriate messenger will deliver your message.

Selling ideas is not like selling products. With a product, customers can see what they're buying. With an idea, there's nothing to see except you, so unless you're a plausible source, nobody's going to buy. A CEO won't take corporate strategy tips from mailroom clerks, no matter how brilliant their ideas might be. On the other hand, a top-performing district manager will likely get a fair hearing, even if he's not part of the upper-management team.

You have three basic choices if your idea requires higher-level buy-in to get traction. You can:

1) Entrust your idea to somebody farther up the food chain. The danger, of course, is that once it leaves your hands, it's no longer your idea. Don't be too surprised if you boss neglects to mention that the inspiration came from an underling.

2) Come up with an idea that better matches your credibility level. For example, if you're a mailroom clerk, devise a better way to sort the mail. Leave corporate strategy to the bigwigs, and make plans to climb the career ladder one step at a time.

3) Shut up and get back to work.

Hot Tip:

Three Questions Idea-Buyers Ask Themselves

• Is this person competent, based upon past performance?
• Is this person speaking with candor or handing me some BS?
• Does this person care more about the idea than about me and my issues?

Source: Neil Rackham, author of "Spin Selling"