“Can You Hear Me Now? Making Your Voice Heard on the Hill and at Home” National Community Pharmacists Association Legislative Conference May 12, 2015
National Journal Congressional “Insiders” Poll Republicans Democrats • NFIB • NRA • NRA • AARP • U.S. Chamber • AIPAC • AARP • PhRMA • AIPAC • AFl-CIO • ATLA • U.S. Chamber • CUNA • Heritage Foundation - National Journal March 5, 2005
National Journal “Insiders” Poll • “Don’t pull punches” • “Enemies fear them, allies respect them” • “Foot power and financial firepower” • “Constituents from home are head and shoulders above other interest groups”
Pre-Meeting Checklist 1. Flick off authority traps
Pre-Meeting Checklist 2. Conduct customer research -The customer - The context
The Six Things You Must Know About You Legislator Before Your Meeting • Personal history • Professional history and accomplishments • Current committee assignments • Legislative history and accomplishments • Points of similarity • Legislative priorities
Know the Legislative Context Before Your Meeting 1. List of co-sponsors from your state 2. List of other key organizations who support your legislation
3. Organizations Who Oppose Your Legislation
Bust Your Bias: One Sided v. Two-Sided Messages Two sided messages are significantly effective “even when one way mass media usage has been conducted. “ The two sided argument is more effective with: • Higher intelligence groups • Groups initially opposed to the point of view presented in the communication • Groups subsequently exposed to propaganda -Faison
Know the Legislative Context Before Your Meeting 4. The district impact of your bill
The Three Things You Must Memorize Before Your Meeting
1. What’s Your Purpose? “Have a purpose – there is no such thing as a ‘courtesy’ meeting on the Hill. There is always an impression made and thus always an outcome.” -John Richards Legislative Director Former U.S. Senator Mark Begich
2. What’s Your Anchor Phrase?
3. What’s Your Story?
Amyism #47 Grassroots and PAC Persuasion: “As influence agents, we must learn to think in story, talk in story, and present our arguments in a narrative form. Because story can persuade and inspire where reason and logic and argument fall flat.“ -- Kelton Rhoads, Ph.D.
“The most positive experience is one in which a relationship of trust and understanding has been attained through many years of advocacy. A lesson I have learned is that politics can be personal. State your case in a a manner in which it humanizes the issue. Be grateful for small victories and don’t ask for too much.” - Brad Arthur
“How often do you experience the following behaviors in constituent meetings?” CMF, 2014 • Constituents don’t go to the dark side-95% • They don’t include data on district impact – 90% • They don’t know the legislator’s history on the issue-87% • No specific “ask” – 81% • Unaware of lawmaker’s committee assignments- 78% • No personal story-55% • Not being nice-23%
Prepare for Parity Influence “Powerful people respect peer communicators. No matter the position or title of your grassroots volunteer, whether a physician, CEO, or non-profit executive, he or she is the underdog when communicating with a lawmaker. Grassroots influencers need to be nimble and ready to engage in peer level communications by asserting themselves when a legislator is trying to influence them. So watch carefully for signs of skillful counter-influence in your direction, and if you detect it, politely but firmly continue to press your case. It’s not over till it’s over.” -Kelton Rhoads, PhD
Know the Code • “I vote with your organization most of the time.” • “Your organization sure sent the right person to talk to me.” • “You make some good points.” • “This is a great idea, but the time isn’t right.” • “You certainly know your stuff, I’ve learned a lot.” • “I’ll vote for you if my vote is the only vote you need to pass it.”
Engage in PEER Communications “Son, don’t act like you’ve never been there before.” -Paul Brown
Being Heard at Home
Not All Constiuents are Equal • Street Cred • Eyes Up • Vivid • Be Nice • Courtship Before Marriage • Build Your Pack • Grit
Amyism #73 “A recognized, manipulative influence tactic is a failed influence tactic.” — Kelton Rhoads, PhD
Being Heard at Home – The Relationship Rationale 1. Be Vivid
“Congress turns over---it is a whole new crew, and establishing relationships doesn’t always carry forward. A Congressman that I campaigned for, supported financially, and fund-raised for, had to resign in disgrace. So we had to start all over. We need to continually develop those relationships. If you want to have a true ally, help them financially, get your colleagues to do the same, and invite them to your pharmacy to show them what you do.” -Steve Giroux
Proximity Power
Why is FTF the gold standard for persuasion? 1. Easier to capture the target's attention . Easier to monitor target's comprehension . 2. 3. Easier to counter negative feedback. 4. Easier to 'read' nonverbal behaviors. 5. Establishes a personal relationship . 6. Demonstrates you're willing to. make the effort . Courtesy Dr. Kelton Rhoads
2. Ask About Something Before Asking For Something “Legislators can see if your approach isn’t authentic. You have to have fun. I am more concerned about the viability of the long-term relationship than the outcome of each and every conversation.” -Brad Neet Former President, St. Michaels Hospital, Steven’s Point, WI
3. Be Nice: It’s Not About “Please” and “Thank You”
The Myth of the Passionista
Passion (only) works when you give them. . . . • Hero status • New friends
Be Nice “If you are mean, you better hope your argument is so meritorious that it’s unassailable. Nice people are given the benefit of the doubt, because many decisions are highly subjective.” -Rick Shelby, Executive Vice President American Gas Association
Carry Good News
Live to Tell: Grit Bob Benham – 120 meetings (and counting) and “ countless ” phone calls • • Bob Bonifas – 100 meetings in Washington, D.C. • John Boyd – 26 years • Patrice Dell – 2 years • Kim Delevett – 4 years and 18 meetings • Kate Hanni – 4 years and over 300 meetings • Amy Kremer – 53 tea parties • Vince Larsen – 3 years • Cathy Pickett – 4 years • Dr. Gary Smith – 6 years • Bob Stone – 2 years and 2 months • Joel Ulland – 2 years • Dona Wells – 16 meetings • Brad Neet – 1 year
Live to Tell: Grit Grit vs. smarts
Live to Tell: Grit Don ’ t ruminate, activate!
Live to Tell: Grit Optimize
Live to Tell: Grit Industrial strength grit
“Without being involved, I would be pessimistic about our issues. Involvement releases frustration and by contributing, I am trying to be a part of the solution. DON’T BE A WHINER! It’s hard to build sympathy for the ‘unfair” treatment, when it is well known that Pharmacists make good money and there are pharmacies on every corner. Showing examples of our work helps----don’t be cynical!” -Steve Giroux
www.showaltergroup.com About the Presenter What do International Paper, Buffalo Wild Wings, NFIB, Pfizer, and the NCPA have in common? They have all turned to Amy Showalter for her expertise and motivation to revitalize their grassroots advocacy and PAC programs. Amy is a grassroots and PAC productivity expert who founded The Showalter Group to help associations and corporations increase their grassroots and PAC effectiveness. In fact, over 85% of her long term consulting clients have experienced an increase in budget, staff, and senior management recognition after collaborating with Amy. Amy has galvanized thousands of grassroots evangelists and staff for her clients who want to advance their cause politically. For nine years she directed the efforts of the highly acclaimed Nationwide Insurance Civic Action Program (CAP). During her tenure, over 2,000 public affairs professionals across the country ranked Nationwide ’ s program as one of the top two corporate grassroots programs in the country. (Ed Grefe and Martin Linsky, The New Corporate Activism ) Amy’s blog “Politicking the Bottom Line” has appeared on Forbes.com, and she also blogs for the K St Café.com. She is the author of “ The Art and Science of the BFF: How to Build Relationships on the Hill, at the State House and at City Hall,” which has sold over 17,000 copies, and “ The Underdog Edge: How Ordinary People Change the Minds of the Powerful. . .and Live to Tell About It ” (2011, Morgan-James). Over 500 media outlets have featured her insights on grassroots and PAC best practices, including The Wall Street Journal, Politico, CNNMoney.com, Foxnews.com, CNBC.com, The Washington Times, The Hill and Roll Call, to name just a few.
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