Rules For Cool Vendors

Rules For Cool Vendors,
by H. Bernard Wechsler and Jackie A. Guiliano, Ph.D

There are four answers folks want when they read or listen to your proposal or
brilliant White Paper. If you remember them, you will influence and convince -
verses making the reader yawn with an open mouth, and then mutter a curse at you.

1. What-the-deal? Contrary to Jack Kennedy’s inauguration speech,
tell me what you can do for me and mine. The clock is ticking and I
aint your Moma.

2. How much? Don’t flim-flam me, and I am not wading through to the final page of War And Peace to discover your price is ridiculous – tell me now, how much. It wouldn’t hurt if you showed me the prices of your competitors and justified your overblown cost schedule.

3. W.I.I.F.M? (What’s in it for me?) Show me and explain our benefits, not just the features of your product or service. Got a 10-year guarantee or a free service contract or is it all helium?

4. Why should I believe you – you’re working on a commission - so your
credibility is right between Richard Nixon and Bush’s press secretary.

Wanna convince me? Give me names of half-dozen companies you do business with, their operations director and his/her cell phone. How long
is their experience with your team. And one of them better not be your
brother-in-law Alvin.

Unlike what GEICO thinks, I don’t hold conversations with Australian Geckos.

How Homo Sapiens Learn

There are four ways the folks at the top of the food chain discover and absorb information. If you remember them, folks will nominate you for CEO.

1. Auditory:
By listening to the golden lyrics of an expert, the knowledge of a boring
professor, or hearing something new and useful from folks hanging around the water fountain.

If you learn best by hearing, carry a pen to memorialize it or
information naturally flows into your left-ear and immediately floats out your right.

Do you know that what we hear (auditory cortex) lasts five-seconds without aid, while what we see (visual cortex) disappears within one-second?

2. Observation:
When you decide to learn a new skill and use your powers of observation,
you learn 80% more compared to listening to examples and how-to details alone.

Donald Trump was right, an apprenticeship is a superior form of learning
because it involves your Mirror Neurons. Google: mirror neurons.
It is not enough to watch the master in action – guess what else is required?

3. Trial-And-Error

The single most powerful learning system is your left-brain teaching your right-
hemisphere through personal discovery. That’s how you learned to ride your first bike, drive a car, and to use your Word Processor.

Were you born hardwired to surf the Internet and email? It’s trial-and-error.
Ph.Ds call it auto-didactic, meaning self-taught. Core learning of anything practical and pragmatic is always auto-didactic. Do you remember any teacher
pouring knowledge into your left ear through a funnel? It is always auto-didactic.

Failure, the error part, is enormously important to learning and memory. Most of us freak out at even hearing the word failure because it threatens our self- esteem and self-efficacy (your belief in your own competency and ability to hack it).

What is the core of trial-and-error?

Feedback is learning what does not work. Edison said before he succeeded, he know over one thousand ways how not to make a light bulb.
When you make a dreaded error, your hippocampus files it away in long-term memory so the next time you try (trial), you will not repeat the same old mistake.

That’s is the scientific meaning of Feedback, and this guy Feedback is your best friend, a tool and your learning partner.

4. The Whole Enchilada

Who said you have to use only one of the big three of learning?

Brilliant folks like you and me opt to use 1-2-3 together to learn faster
and remember permanently. Independent research indicates combining listening
how-to, being an apprentice and observing how-to, and finally being auto-
didactic – teaching ourselves through trial-and-error, is up to 250 percent more
effective than just listening to a lecture, watching a video or even going it alone.

Did you learn to drive a car by listening to your old-man yadda-yadda
at you for a week? Did he throw you the keys to his beloved Buick, and say,

“Here Charlie-boy, take my cherished chariot and figure out how to drive.
Oh yeah, if you wreck it, and maybe get paralyzed in a highway accident,
we’ll chalk it up to a learning experience and me and Mom won’t get mad.”

Endwords

OK, now you know what people want from a vendor and how to learn.
The last step is how to triple your reading speed permanently, and double
your long-term memory.

Here’s the deal: it is easy but not simple. You sit for our 12-hour SpeedLearning100 workshop and practice (like homework) 15 minutes daily for 21 days to put your
new skills on auto-pilot. After that you permanently own these life-long-skills.

You get a special handheld tool – a laser pacer to make learning easy and swift,
and later you will just use an ordinary pen.

What’s in it for you is the natural ability to read-and-remember three (3) books,
articles and reports in the time your competitors can hardly finish even one.

Did you know that the average U.S. college graduate reads at an 8th grade level?
No hype, it has held at that statistic for the past 50 years. Ask Reader’s Digest
with 10 million subscribers (#1 in the U.S.) who demand from their writers the use
of no higher than a 7th grade vocabulary.

We’ll see you at the next SpeedLearning100 workshop.

By the way, did I mentioned my original business partner was Evelyn Wood
and we graduated 2 million including the White House staffs of four U.S. Presidents.

Barron’s published our book, Speed Reading For Professionals, the standard in the
field. And I have been interviewed by The Wall Street Journal and Fortune Magazine for major articles on speed reading.

See ya,

copyright 2007 H. Bernard Wechsler www.speedlearning.org hbw@.speedlearning.org 1-877-567-2500
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