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    , they tell me that it's years. That's obvious, isn't it?.

    Now I've got them set up like that, I hit them with my bomb. 'Ok if ability in sales and marketing is critical, and if you've taken years to learn the

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    I've spent one third of my working life presenting sales training courses to engineering and scientific companies. 600 times so far.

    It has surprised me to find that the highly intelligent, well-qualified people that come to my events are ignorant about something which has a direct bearing on how well their organization does.

    I ask a set of questions to make the point, 'How important do you consider ability in sales and marketing to the success of your company?"

    The usual responses are, 'Essential / critical / vital etc '. So then I inquire, 'How long did it take you to have the technical knowledge which is necessary to do your job?'.

    And they reply, 'We're still learning'. But if I press the point and ask, 'How long was the formal education in your science subjects?', 'What unit of time would you measure it in; days, weeks, years?', they tell me that it's years. That's obvious, isn't it?.

    Now I've got them set up like that, I hit them with my bomb. 'Ok if ability in sales and marketing is critical, and if you've taken years to learn the t

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    that come to my events are ignorant about something which has a direct bearing on how well their organization does.

    I ask a set of questions to make the point, 'How important do you consider ability in sales and marketing to the success of your company?"

    The usual responses are, 'Essential / critical / vital etc '. So then I inquire, 'How long did it take you to have the technical knowledge which is necessary to do your job?'.

    And they reply, 'We're still learning'. But if I press the point and ask, 'How long was the formal education in your science subjects?', 'What unit of time would you measure it in; days, weeks, years?', they tell me that it's years. That's obvious, isn't it?.

    Now I've got them set up like that, I hit them with my bomb. 'Ok if ability in sales and marketing is critical, and if you've taken years to learn the

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    d marketing to the success of your company?"

    The usual responses are, 'Essential / critical / vital etc '. So then I inquire, 'How long did it take you to have the technical knowledge which is necessary to do your job?'.

    And they reply, 'We're still learning'. But if I press the point and ask, 'How long was the formal education in your science subjects?', 'What unit of time would you measure it in; days, weeks, years?', they tell me that it's years. That's obvious, isn't it?.

    Now I've got them set up like that, I hit them with my bomb. 'Ok if ability in sales and marketing is critical, and if you've taken years to learn the

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    r job?'.

    And they reply, 'We're still learning'. But if I press the point and ask, 'How long was the formal education in your science subjects?', 'What unit of time would you measure it in; days, weeks, years?', they tell me that it's years. That's obvious, isn't it?.

    Now I've got them set up like that, I hit them with my bomb. 'Ok if ability in sales and marketing is critical, and if you've taken years to learn the

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    , they tell me that it's years. That's obvious, isn't it?.

    Now I've got them set up like that, I hit them with my bomb. 'Ok if ability in sales and marketing is critical, and if you've taken years to learn the technical know-how to do your jobs, then tell me how much time you have put into learning something about selling.

    There's a room full of blank faces as the realization dawns. 'Duh, nothing, no time at all, nada, a big fat O'. Then someone usually says, 'The ten minutes we've been on your course so far'.

    It's a bit of a paradox; conscious awareness that sales ability is desirable yet a frank admission that they have done nothing at all to acquire it.

    By the way, this characteristic of 'techie' companies has been the same in the 9 countries I've presented the 'Selling for Engineers' course in so far.

    So can I ask you again, 'Do you know that you don't know?'

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