After you’ve put the hard work into developing a business case for a new product or initiative, don’t make the mistake of presenting it cold. It’s better to share it beforehand with a few people who will be evaluating it. You’ll want allies in the room when tough questions come up.
Give individuals on the review committee a preview and ask about their concerns. Get feedback from as many people as you can — you want to know where they stand, especially on new projects that are out of the ordinary for your company. Of course, you’ll need to adjust your content in response to what you hear. You may drop some features, for example, or tweak a few numbers. But then let your stakeholders know you’ve made changes to allay their concerns so they can give the project their support at the review meeting.
Adapted from the HBR Guide to Building Your Business Case eBook + Tools.