People only buy from you for two reasons: they know you exist, and they trust you. Awareness is finite; once someone's attention is spent, it’s gone forever. As a result, people are becoming more selective about where they direct their attention. Historically, marketers have often wasted our attention, but moving forward, the successful ones will be those who value, nurture, and cherish it. The biggest mistake marketers repeatedly make is rooted in selfishness and narcissism - believing that just because something was hard to create, people owe them their attention. I think this mindset lacks humility, generosity, and connection. Marketers need to shift from behaving like toddlers throwing tantrums to patiently earning the attention of the people they seek to serve.
Pay attention
In this current climate, attention is not only a rare commodity and also a precious one. As humans we are getting better and better at staying focussed and keeping the attention on ourselves, as when I pay attention to you, I don’t have it anymore and in that moment is gone forever. We all have the capacity to improve our attention as it’s like building a muscle. The thing about awareness is that they are not making any more of it. If you choose to focus your awareness and energy on things and people that bring you pleasure and satisfaction, you have a very good chance of being happy in a world full of unhappiness, uncertainty, and fear.
Have you ever noticed that when you need something, you start seeing this item anywhere you go? For example, a friend who asked you to buy yellow roses for an event and all of the sudden yellow roses are everywhere- in the supermarket, gardens, etc. It is the same thing with goals. Your attention is a limited thing, you only notice what you need. So, the trick is to position your goals in your head like it is something you truly need. We must apply this knowledge as it’s too important not to.
We are very distracted
We are living in environments with all kinds of competing information and we often work and live-in places that are also overloaded with information. The ability to selectively focus on certain things and ignore other things is part of our capacity as humans. There are distractions everywhere and this is the first time in human history where almost every on the planet has a mobile device. These devices have all kinds of attractions, amusements, and diversions, so we are constantly being pulled away from that one thing we need to do, and I think mindfulness can help.
What is mindfulness?
Mindfulness is where you use your strength of concentration to become a witness to your own thoughts and feelings. I think mindfulness is a mental work out, every time you bring your mind back into focus you are strengthening your concentration. Instead of being fused by our experience, we can step back and still participate in the experience fully and have more control over our thoughts, feelings, and actions.
Your ability as a salesperson to fix your attention on what matters and ignore distractions is a valid predictor of positive financial outcomes. Mindfulness is a method of training your attention in bringing it where you want and keeping where you want it to be. Contact me via e-mail for 1:1 coaching cognitive control sessions.
Don't crave attention
There is a load of measurable, quantifiable coaching programs out there but I’m all about the human-to-human communication. I would like to draw your attention towards attention. There is a spectrum that goes from noticing the other person to tuning into the other person, I mean emphasising and understanding what’s going on with them. Are they in need? Is there something we can do to help them with compassion? These questions only arise in the first place when we go down that road as information consumes attention.
“A wealth of information creates a poverty of attention.”
In 2016, Daniel Goleman posted an interesting blog on Linkedin, in the blog Goleman quotes a landmark article by Robert Rosenthal and Linda Tickle-Degnan that described the three essential ingredients for rapport:
Mutual attention,
Shared positive feeling, and
Synchrony or coordination.
How can you improve your listening skills? While there are many strategies for developing better listening habits, a key step is to become aware that you aren’t listening well. Poor listening is often an unconscious habit and as such is governed by the part of brains that handles automatic tasks. Before we can change a habit, we need to become aware of it. That type of awareness can be developed through mindfulness, the secret ingredient in habit change. Once we’re aware in the moment, we can choose to step away from distractions and focus attention on another person. You can read Daniel Goleman’s blog here.
You need to care
Sales persons, I have very bad news for you! Buyers only buy from you for two reasons:
1. Awareness - they know you exist, and
2. Trust - they trust you.
The thing about awareness is that they are making anymore of it. Nowadays, we are getting more and more focused on keeping our attention to ourselves and not giving it to whatever shows up, for example, Senate election in Georgia (USA), the most recent pandemic lockdown restrictions in the UK, etc.
Marketeers have a history of just taking attention and just wasting it, going forward I hope that marketeers will begin to treasure, grow and nurture our attention. And these marketeers will perform better than those who just go around creating panic and emergencies. Marketing campaign: “I made this and it was really hard. Look at me and buy it, as you owe me your attention.” There is no humility, there is no generosity and there is no connection. I think that it would make more sense to patiently try to earn the attention of the people we seek to serve.
Trust is as scarce as attention
So, now I have you attention, how long will I be able to keep it and make you take an action that I suggest for you?
Human beings crave simple narratives. If you are a fan of the brand, Supreme, you know exactly when you should go to the store if you want the latest “drop”. If you take the train from to Hellerup, you know what people like us do when we commute. You know the conventions of behaviour, you know the rules, they are very clear!
Where did those rules come from?
Who gets to invent these rules?
You are either a victim of these rules, following these rules or you are the inventor of these rules.