I had heard a story about the great Albert Einstein from one of his teaching assistants that paralleled a similar concept in selling. After distributing an exam to his class, Einstein’s assistant noticed that the exam was the same one that was given out the previous year. Upon asking if such was true, Einstein acknowledged that it was in fact the same exam. The assistant asked, “Why would you want to give the exact same exam to this class for two years in a row?” “Because”, he replied, “the answers have changed!”
Too often in selling we get comfortable with one size fits all solutions for our clients.
By doing this we assume the challenges they face are the same and subsequently cease to ask the fundamental questions that can help us further understand their business and what they’re trying to accomplish. As Einstein was implying, and as the Greek Philosopher, Heraclitus has taught us, the only thing constant is change and all things are in a state of flux. This is especially true for our clients as the pace of technology and innovation continue to redefine social and economic landscapes. What worked last year, or even yesterday for that matter, may not be what works today.