"I had nothing to offer anybody except my own confusion." -Jack Kerouac
Have you ever asked a sales person a question, and their answer left you more confused? Why does this happen? The answer lies in the way people "package" their answer.
Some people will deliver a brain dump to answer a question; they respond with a pile of information that may indeed contain the information needed to answer the question, but the information is presented as a large pile of raw data; too much information to comprehend in a single answer. As a result, the customer feels more confused than confident. What causes this?
Markman takes this a step further, by saying we should "respect the Role of 3" when designing a presentation, by organizing the information you'll be presenting into 3 Key Ideas.
Here's the point: Every time we engage with our customer, we're presenting. It may not be a formal presentation with a slide deck and a projector, but we're still providing information. The key is to provide that information in a way that will make it easy for the customer to understand while you're sharing it, recall it later, and to accurately pass on to someone else after that. The most effective way to do that is to organize the information using The Role of 3.
Let's look at an example:
Say you're trying sell a friend on the idea of exercising regularly, and he asks you why he should bother . You could do what many sales people do, and launch into a data dump by reciting the top 25 benefits of regular exercise.
Or, you could apply The Role of 3 by organizing many of those reasons into 3 clear, compelling (and memorable) topics:
1. Controls Weight
Exercising can help with weight gain or loss depending on your individual needs; the more intense the activity, the more calories you will burn.
2. Prevents Certain Health Conditions
Regular physical activity can help prevent or manage many health conditions including high blood pressure, depression, diabetes, and obesity.
3. Improves Mood and Energy Level
Physical activity stimulates your brain to help you relax, while your heart and lungs work harder during a workout to give you more energy and endurance!
Communication is a big part of the customer experience. And communication often involves sharing a lot of information at once. By organizing that information in a way that makes it easy for the customer to ingest, digest and remember, we're delivering a better experience. Respecting the Role of 3 will help us get there.
Where can you apply the Role of 3 in your sales process?