Is This the Wheel Reinvented? Recycling in the Information Age

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.

Inspired Improvement?

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.

This story shows that improvement is a relative measure (pun intended!).

There is a potential trap in seeking to improve any area of business.

When we try to improve anything, for example the sales process or technique used, the risk is that if the supposed improvement is not, in fact, an improvement at all, it is not the original version which is reverted to but the revamped version, which is reworked yet again. Result? Some of the fundamentally good practices already in existence are lost and the replacements are no better, and sometimes worse.

Have you noticed how many new ideas and practices are appearing today? Have you recently shifted a paradigm, re-engineered a process, benchmarked a business practice, shifted an internal mindset, given 360 degree feedback, checked your Renaissance scorecard, managed a matrix, downsized, rightsized or negatively recruited?

As this shows, today what is being witnessed is a propensity to “ride the latest wave”, often by merely renaming existing practices. We are inspired by newness. This is encapsulated in “Fadsurfing in the Boardroom” by Eileen Shapiro. Sales training is looked at as “A process of relabelling the fundamentals of good selling as the fundamentals of inspirational salesmanship, in the hope that such relabelling will make those techniques readily absorbed.” (This was edited a little).

“Plus ca change, plus ca la meme chose.” This is a French saying that translated means “The more things change, the more they stay the same.”

With all the technology and “change” happening today it is timely to remember that at the core of our business and at the heart of selling is people. Whilst constantly striving to improve, success is about our customers and how our new skills and processes – improved or proven – enhance our relationships.