Isn’t it obvious?
Isn’t it hard sometimes when customers and prospects just don’t get it?
You have a great product to sell, you feel like you are communicating clearly, so why aren’t more people knocking down your door to buy from you?
Let me tell you a true story which might give you some perspective….
Back in 1990, a psychology study was done on a group of people, divided into tappers and listeners*. The tappers were given a list of well cheap jerseys known songs (like Happy Birthday) and cheap jerseys were asked to tap out the songs rhythm on a table for the listeners. Over the course of the experiment, 120 songs were tapped out, of which listeners only guessed 3 – that’s 2.5%.
Here’s where do it gets interesting. The tappers were asked to predict how many listeners would guess – they said 50%. The tappers got their message across 1 time in 40, but they thought they were correctly getting it across 1 in 2.
So why was the prediction so way off?
The tappers a made their predictions already knowing what songs they were going to tap out. When they were tapping them, they could hear the songs in their head and thought wholesale nba jerseys “isn’t it obvious?” Of course, the listeners didn’t have the benefit of this knowledge and were listening to a series of disjointed taps.
The problem is that tappers have wholesale mlb jerseys been given the knowledge (the song title) and it’s hard to imagine to what it’s like to lack that knowledge. They can’t imagine what it’s like to hear a series of taps as they have the song playing in their head – hence the “isn’t it obvious” reaction.
This scenario plays out every day in the world of sales and marketing. The sales and marketing professionals have spent months or even years building their knowledge and expect prospects to come to the same conclusions with only cheap nfl jerseys a limited amount of information (by comparison). It’s really hard for a sales or marketing person to put themselves in the shoes of a prospect who doesn’t have this knowledge.
To put a bit of perspective on your prospecting, why don’t you try this “tappers and listeners” exercise at your next goal sales and marketing meeting? Once you understand the issues a listener faces, you can start to look at how you are selling and translate your messages and actions into something which will be more helpful and meaningful to your prospects.
* Tappers and Listeners was a study done in 1990 by Elizabeth Newton and was featured in ‘Made to stick’ by Heath and Heath.