Many years ago, I learned and adopted a maxim: people do not change because of what is said to them, they do not change because of the rational side, but they are more open to change when they are shown the consequences of what is wrong with the present situation. So, I recommend you gather and show to people evidences of organizational pain that can be removed or reduced with ISO 9001 implementation. Put yourself in their shoes: What do they know about ISO 9001? What can they gain from ISO 9001 implementation? How can ISO 9001 help them in their daily work?