Has this ever happened to you? You present to a prospect and you know you did a great job because you covered everything. But in subsequent meetings you realize that your prospect didn’t really retain what you said.
Are you like your prospects? Test your own retention. Watch this video and then read the rest.
Don’t worry, you’re completely normal. There’s even evidence* to suggest that you’re more efficient if you didn’t notice the obvious. When you “keep your eye on the ball” you filter out irrelevant information. Your brain’s capacity depends not on the amount of storage but on how efficiently that space is used, therefore filtering out distracting information. The better the filter, the more efficient you can be at assigned tasks. Your memory’s temporary storage is limited to about three or four items.
What does this mean when it comes to selling?
Imagine how much information you give in any one of your presentations. What do you think your buyer is filtering out? It’s anyone’s guess. If you want the buyer to remember the most important things, you need to keep the presentation focused on 3-4 key messages. A discussion focused on highly relevant areas of the value ensures engagement and retention.
Three ways to get your message through the mind’s spam filter:
- Set your agenda in your buyer’s world with 3-4 things they need that only you can provide.
- Contrast their life without your solution versus their life with your solution.
- Ask for feedback, early and often.