Right FIT Selling Ideas #280 – This week: Learning, Learning, Emerging

Sales and marketing Newsletter

Quick notes to help you grow your business in less time with less effort. . . sometime next week.

In this issue:

– Techniques for FIT
– Being Human
– Random Stuff

Techniques for FIT

  • At the moment a crisis occurs you need as much data as possible. Knowing this, view data collection opportunities as a preventative measure to answer the question, “What will I wish I knew two weeks from now?”
  • The decisions made in the moment won’t always stand the test of time. When analyzing your people’s decisions, have them put themselves back in time before outcomes are known. It’s not hard to do, and it reveals a lot. 
  • You tell your people mistakes are okay because they teach lessons, but don’t make the same one twice. This is useful, but more useful is reminding them the best lessons are learned from others, especially if the mistake is avoided.
  • One-to-one, face-to-face communication is powerful, even if it isn’t always profitable. Long before our ancestors made pictures on walls or created the written word, they looked each other in the eye. It’s imprinted in our genes.

Being Human – The Prospect’s Learning Curve

“. . .the miscalibration of the incompetent stems from an error about the self, whereas the miscalibration of the highly competent stems from an error about others.”
– Kruger, Justin; Dunning, David


We don’t know what we don’t know.

In the last few years I’ve heard a lot about the Dunning-Krueger effect. Most often as a way to explain the behavior of someone expressing supreme confidence in a subject they don’t know enough about. “Classic Dunning-Krueger,” is the insult used to dismiss them and move on.

The interesting thing about Dunning-Krueger is it applies to all of us. We don’t know what we don’t know, and when we get exposed to an idea the first time, we’re confident we understand it.

The learner’s curve goes something like, “Wait, what’s this?” then “Oh, I get it,” then “Ooh, this is trickier than it looks,” then as we learn more, “Ugh, this is way more than it seemed, I’ll never get this,” before emerging into conscious competence.

When you are enlightening your prospects about the benefits of your product or service they go through this same process. A quick flash of recognition followed by a sinking feeling as they learn there will be a period of ambiguity before results come in.

Don’t get too confident when prospects get that flash of recognition in their eyes about the value you provide. Stick with them as they bottom out when they think through implementation. And remember we all have DK moments. Stay humble.

Random stuff



I am excited to emerge from pandemic life. This week I read Michael Lewis’ latest story, “The Premonition, A Pandemic Story,” and it didn’t disappoint. He finds these great characters and writes these amazing anecdotes to describe them. The man can tell a story. Highly recommended.

As he moves through the pandemic’s timeline, I try to remember what I knew and was thinking at the time these experts were mobilizing. Between my memory and my calendar/inbox archive I can almost get there, but it feels like a lifetime ago.

Such a strange time.

We just finished the last of our summer of 2020 canned tomato harvest. We used them on some homemade pizza. (Italian 00 flour makes a perfect dough) We ate on the porch and saw the first hummingbird of the year. Baby sparrows are nesting in our pergola. The carpenter bees are back. My backyard neighbor is still incredibly fit.

The wheel in the sky keeps on turnin’, as Steve Perry says. I hope you are well and I can’t wait to see you in person!

Good stuff.


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