In an interview recently on Channel 9 with conservationist David Suzuki, the interviewer observed that with his world-wide schedule, e-mail and the Net must be useful tools. Suzuki responded that he used neither. The interviewer questioned the wisdom with the information age upon us and Suzuki’s need to be in touch.
Suzuki’s reply was fascinating. He said that he didn’t have a shortage of information and certainly didn’t need more. He said that the majority of the extra information available was certainly interesting, but not vital. I could really relate. Can you?
Recently I observed an example of this oversupply of information. I watched a comprehensive sales pitch being made using charts, graphics, illustrations and creativity. All questions were comprehensively answered. The prospect said that he was very impressed – but didn’t buy. When I later asked why, he said he was overwhelmed with all the information and options presented. In short he was confused.
When a sales presentation is loaded with information that is interesting but not vital to the prospect, what is created is confusion – not opportunity. Be brief, not abrupt. Salespeople cannot know too much but they can talk too much.
A New Lesson? No. The great writer of Genesis told the story of the creation of the world in 442 words – about seventy five percent of the words in this article.
A colleague of mine named Denis was at a family function recently and was talking to his nephew Damien about how his communications degree was progressing at the University of Queensland. Damien got very excited and animated about the latest material he was studying. He enthused about how relevant, useful and pertinent it was to his understanding of the marketplace today. He quoted examples of how he had personally applied these leading edge, interpersonal skills.
Knowing that Denis was in the communications business, Damien made a point of recommending the book and its author. He asked if Denis had ever heard of “How To Win Friends and Influence People” by Dale Carnegie. To some of us, this book has long been a classic – as useful as the day it was written, over 40 years ago.