Using Knowledge Correctly
August 15th, 2007 | Michael Q. Pink
“The tongue of the wise uses knowledge aright: but the mouth of fools pours out foolishness.” (Pro 15:2) It takes wisdom to know when and what to speak. Consider the sales profession. Sales people are most often criticized for talking too much and deservedly so in many cases.Many times we want to tell what we know, get our point across, make our position, benefits, advantages known. A wise man knows how to do that but a fool just pours it out. They may disperse the same knowledge but the one seems foolish and the other wise. This has to do with timing among other things.
A good sales presentation involves a good sense of timing. You certainly don’t want to reveal everything you know in one verbal dump. In sales you need only present benefits that address known needs of your customer. Present these benefits in descending priority beginning with the most significant and working your way down. Don’t present any benefit until needs have been fully disclosed and you understand why those needs matter.
If there’s an objection you hear all the time, bring it up first. Pre-empt the concern and deal with it up front. If it is frivolous, delay the answer till later unless you can clear it up with a very short reply. A lot of people wonder when the best timing for closing a sale is… Have you ever asked someone to marry you? You probably got a “yes”. Use that same sense of timing.
Over the past few e-mails, you’ve been hearing some powerful insights from my good friend Eric Beck. He and I will be conducting some “virtual” meetings next week with business owners, and I’d like your participation. (Even you Kern 
). The response has been strong and the time slots are filling up - especially the first one. If you have a preference, don’t hesitate to claim your spot now.
Blessings,
Michael
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