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Selling Accessibility Karl Groves, Director of Training, Deque Systems

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Presentation on theme: "Selling Accessibility Karl Groves, Director of Training, Deque Systems"— Presentation transcript:

1 Selling Accessibility Karl Groves, Director of Training, Deque Systems

2 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

3 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

4 Robert Cialdini Influence: The Science of Persuasion Researched the psychology of compliance. Found 6 types of tactics used in compliance gaining

5 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

6 Guy Kawasaki Enchantment: The Art of Changing Hearts, Minds, and Actions A practical application of Robert Cialdinis persuasion research. Converting cynics into believers.

7 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 dont want the heavy psychology orientation of Influence

8 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

9 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.

10 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

11 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.

12 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

13 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

14 Negative Factors Existing misconceptions Hostility & FUD Looking like a hurdle Overstated importance Overstating business value Chasing perfection

15 NEGATIVE FACTORS Lets address our roadblocks first

16 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.

17 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

18 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

19 Negative Factors Overstating Importance Equivocating accessibility with security Overstating risk

20 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

21 Negative Factors Chasing Perfection Perfection is the enemy of the good Getting lost in minutia may create roadblocks in cooperation

22 POSITIVE FACTORS - EXTERNAL What may exist outside our control

23 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

24 Positive Factors - External Working in litigious industry Finance & Insurance Healthcare E-Retail Public Sector Education

25 Positive Factors - External Existing policy, regulation, or law Rehabilitation Act ADA IDEA Equality Act/ DDA CLF State/ Province law or policy

26 Positive Factors - External Vocal end users Public users/ users outside your dept. can help make what you say more concrete

27 Positive Factors - External Successes of peers Successful peers or competitors can be used as examples to demonstrate value, effectiveness

28 POSITIVE FACTORS - INTERNAL Whats inside ourselves that we can control

29 Positive Factors - Internal Personality Be a mensch: John Foliot/ Guy Kawasaki

30 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.

31 Positive Factors - Internal Pragmatism Understand that the ideal is different than reality We must understand the org. has concerns other than accessibility

32 Positive Factors - Internal Training Fundamentally, why people get it wrong is that they dont know whats right

33 Positive Factors - Internal Collaboration & Integration Seek efforts – always – to cooperate, collaborate, and integrate


35 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

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