SellingAccessibilityWebx - Karl Groves

thickbugSoftware and s/w Development

Oct 28, 2013 (3 years and 11 months ago)

80 views

Selling Accessibility

Karl Groves, Director of Training,
Deque

Systems

karl.groves@deque.com

Twitter: @
karlgroves

About Me


Karl Groves, Director of
Training,
Deque

Systems


First websites, 1998


ZCE PHP Developer


PHP, JSP, Java, Flash/Flex


8 years, Usability &
Accessibility

Also, a rock star

Background


Fundamentally, the prime reason why ICT is not accessible is
that it has not been institutionalized among those who design,
develop, and buy ICT products and services.


Accessibility advocates need to have new strategies for getting
buy
-
in so that accessibility can become institutionalized

Robert
Cialdini

“Influence: The Science of
Persuasion”


Researched the psychology
of compliance.


Found 6 types of tactics used
in compliance gaining


Robert
Cialdini


Reciprocity

-

People tend to return a favor.


Commitment and Consistency
-

Once people commit to what
they think is right, orally or in writing, they are more likely to
honor that commitment


Social Proof
-

People will do things that they see other people
are doing


Authority

-

People will tend to obey authority figures


Liking

-

People are easily persuaded by other people whom
they like


Scarcity

-

Perceived scarcity will generate demand

Guy Kawasaki


Enchantment: The Art of
Changing Hearts, Minds, and
Actions”


A practical application of
Robert
Cialdini’s

persuasion
research.


Converting cynics into
believers.

Guy Kawasaki

1.
Be likeable

2.
Be
trustworthy


3.
Have
a great cause



Also a lot of really obvious stuff about dressing right, firm
handshakes, being nice, etc.


Still good if you don’t want the heavy psychology orientation of
“Influence”

G. Richard Shell and Mario
Moussa

“The Art of Woo”


Names 4 steps in convincing
others


One step includes the need
to address potential barriers
to reception



G. Richard Shell and Mario
Moussa

1.
Survey
your
situation


Analyze your
situation, goals, and
challenges

2.
Confront
the five
barriers
-

relationships
, credibility,
communication mismatches, belief systems, and interest and
needs.

3.
Make
your
pitch
-

People
need a solid reason to justify a
decision, yet at the same time many decisions are made on
the basis of intuition. This step also deals with presentation
skills.

4.
Secure
your
commitments
-

In
order to safeguard the
longtime success of a persuasive decision, it is vital to deal
with politics at both the individual and organizational level.


Chris M. Law

“Responding to accessibility
issues in business”


Found common characteristics
among orgs which are
successful at implementing
accessibility


Also found common issues
among those which are
unsuccessful

Chris M. Law


Adopting the social model of
disability


Establishing
executive
-
level
backing


Establishing accessibility as a priority on the
agenda


Taking a planned, proactive
approach


Making accessibility a shared
task


Providing enabling
resources


Providing sources of accessibility expertise
.

Interviews


Matt Feldman


OpenFocusIT
, IRS, DHS


Robert Pearson


Accessible Media


Jim Tobias


Inclusive Technologies


Jay Mullen


College Board


Denis Boudreau


AccessibilitéWeb


Cher Travis Ellis


CSU Fresno


Neil Milliken


BBC


John
Foliot


Stanford U.


Monica Ackerman


AVTA/ Scotia Bank


Barry Johnson


Deque

Sys. Staffed at Dept.
of Ed


Elle Waters


Humana


Glenda Sims


Deque

Sys., Formerly UT
Austin


Rob
Yonaitis


Founder,
HiSoftware

Positive Factors

Internal Factors


Personality


Effective Communication


Pragmatism


Training


Collaboration &
Integration


External Factors


Executive Sponsorship


Working in litigious
industry


Existing policy,
regulation, or law


Vocal end users


Successes of peers

Negative Factors


Existing misconceptions


Hostility & FUD


Looking like a hurdle


Overstated importance


Overstating business value


Chasing perfection


NEGATIVE FACTORS

Let’s address our roadblocks first

Negative Factors

Existing misconceptions


People generally
misunderstand the 5
-
Ws of accessibility


This must be
addressed before you
can make progress


This needs to happen
across the entire org.


Negative Factors

Hostility & FUD


Hostility and
arguments are the
last resorts of those
with nothing to say


Avoid hostility and
arguments; avoid
those prone to
hostility &
argumentativeness

Any fool can criticize, condemn, and
complain
-

and most fools do.

-

Dale Carnegie

Negative Factors

Looking like a hurdle


Accessibility is
viewed as nebulous,
expensive, and
difficult


People have a strong
preference for
things that are easy,
quick, and cheap

Negative Factors

Overstating
Importance


Equivocating
accessibility with
security


Overstating risk


Negative Factors

Overstating Business
Value


Overblown claims of
ROI


i.e. Legal & General


Extrapolating global
PWD buying power
into potential ROI
for the business
from PWD

Honesty is the first chapter in the
book of wisdom.

-

Thomas Jefferson

Negative Factors

Chasing Perfection


Perfection is the
enemy of the good


Getting lost in
minutia may create
roadblocks in
cooperation

POSITIVE FACTORS
-

EXTERNAL

What may exist outside our control

Positive Factors
-

External

Executive Sponsorship


This is your prime goal


No effort is expended,
no money is spent
without an executive
calling for it to happen


Positive Factors
-

External

Working in litigious
industry


Finance & Insurance


Healthcare


E
-
Retail


Public Sector


Education

Positive Factors
-

External

Existing policy,
regulation, or law


Rehabilitation Act


ADA


IDEA


Equality Act/ DDA


CLF


State/ Province law
or policy



Positive Factors
-

External


Vocal end users


Public users/ users
outside your dept.
can help make what
you say more
“concrete”

Positive Factors
-

External

Successes of peers


Successful peers or
competitors can be
used as examples to
demonstrate value,
effectiveness


POSITIVE FACTORS
-

INTERNAL

What’s inside ourselves that we can control

Positive Factors
-

Internal

Personality


“Be a mensch”: John
Foliot
/ Guy Kawasaki


Positive Factors
-

Internal


Effective
Communication


Speak to people on
terms that reflects
their perspective.


Altruism has less
impact than real,
clear discussion of
things that are
concrete for
audience.

Positive Factors
-

Internal

Pragmatism


Understand that the
“ideal” is different
than reality


We must
understand the org.
has concerns other
than accessibility



Positive Factors
-

Internal

Training


Fundamentally, why
people “get it wrong”
is that they don’t
know what’s right

Positive Factors
-

Internal

Collaboration &
Integration


Seek efforts


always


to cooperate,
collaborate, and
integrate

PUTTING IT TOGETHER

Putting It Together

Do This Stuff


Goal #1: Executive
Sponsorship.


Goal #2: Get commitment
in the form of policy


Goal #3: Get a11y included
in process as shared
responsibility


Goal #4: Get people
trained


Goal #5: Track successes &
iterate

Do Not Do This Stuff


Making enemies


Forcefeeding