The crux of the matter is the often stark difference between what one intends to communicate and what the listener is interested in or wishes to hear. This discrepancy can be quite significant.
Take, for instance, the scenario of a car salesman with an engineering background. He might be keen to delve into the sophisticated technology and powerful features of a car. However, this detailed explanation may fall flat with a buyer whose primary concern is fuel efficiency.
Similarly, there was a recent conversation with a factory manager who was brimming with pride over his facility’s state-of-the-art equipment and the efficiency of their production lines. He was eager to share these details. Yet, from a customer’s perspective, the inner workings of the manufacturing process are often of little interest compared to the product itself. Surprisingly, many still choose to focus on explaining their production capabilities.
This misalignment is a common challenge for business owners and salespeople, and it’s a pitfall that we might also be falling into at our company.
In these situations, it could be beneficial to seek a third-party perspective for candid feedback and guidance.
