What's Next?

The ability to get others to accept our ideas, suggestions or proposals -- or, said another way, the ability to close the sale -- is a talent many people say they would truly like to master.

In his book The Anatomy of Persuasion, author Norbert Aubuchon writes about the importance of persuasion and communication skills in today's business world, and goes on to suggest that improvements in these areas could have a significant and positive effect on innovation.

Based on a recent article posted on 24/7WallStreet.com, it would seem Mr. Aubuchon is right on the money!

However, Aubuchon also points out that if "would-be-persuaders" are not able to properly identify the needs of their audiences, then they are better-off postponing their efforts to "close the sale" because, without proper need assessment, they will most likely fail.

Of course understanding the needs, interests and priorities of others -- whether they be customers, prospects, colleagues or managers requires effort and skill. Probing skills are at the root of success, as asking the best questions will usually enable us to uncover or discover the best information. Second comes the ability to listen... this is difficult for many of us. Listening involves focus, practice and interest; other pre-requisites are also involved, the first of which is to stop talking. This too is difficult for many of us...

But if we can control the urge to present our great idea, proposal or suggestion too soon..., and instead wait until we have properly assessed our audience's interests, needs and priorities, then we stand a much better chance of success; for one simple reason -- we will be able to position our presentation in a way that meshes with the audience's needs.

It's that simple...

There is a story about baseball great Ted Williams, a Boston Red Sox legend who most people rank among the best hitters to have ever played the game. In the story, a newspaper reporter said to Ted, "Gee Mr. Williams, you're the best hitter in baseball... the best ever... you must be a great student of batting."

To which Williams replied, "No, son. I'm a great student of pitching!"