Tailor for Stakeholders
One story doesn’t fit everyone
The same message rarely works for every decision-maker.
Value sounds different depending on who is listening.
Tailoring means adjusting your message based on the role, priorities, and risks of each stakeholder. Doctors care about outcomes, procurement about cost predictability, and nurses about ease of use. One solution, multiple value stories.
The Mental Model
-
Identify the Stakeholder
Clinical, financial, or operational. -
Map Their Priority
Outcome, cost, effort, or risk. -
Adapt Your Language
Use terms that resonate with them. -
Confirm Relevance
Check if the message landed.
A Worked Example
Rohit discusses outcomes with the doctor, budget stability with procurement, and administration ease with nursing staff. All stakeholders align.
When to Apply
- Multiple influencers are involved
- Decisions are delayed
- Consensus is missing
When Not to Apply
- There is only one decision-maker
- You don’t know stakeholder priorities
- Time is extremely limited
Try This Once
Before your next call, write one benefit per stakeholder—not per product.