Radio Sales Café

by Pat Bryson

No matter how great our presentations skills are, no matter how good we are at taking care of our clients, they forget us very quickly! Or, at least they forget what we've told them.  The "Curve of Forgetting Meaningful Material" shows us these frightening statistics:

Now, these percentages are for meaningful material. What about meaningless material? (Sorry, but much of what we talk about is considered meaningless material to our prospects.)   

• After 33 seconds, only 58% of what is learned is remembered
• After one day, only 34% is remembered
• After six days, only 25% is remembered
• After thirty-one days, only 21% is remembered

And, one more alarming set of facts:even if your presentation is taken into a planning conference, it might not influence the buying decision.  The results of an experiment by the Cambridge Psychological Society in which they wrote down all they could remember of a meeting held two weeks earlier tell us:

• Less than 10% of the specific points discussed were remembered by the average individual
• 42% of what was remembered about these points was substantially incorrect

These disturbing statistics show us why we must never stop selling our clients.  Every time we are in front of them, we must tell and re-tell our story.  We can't expect them to remember all the reasons why they are investing their marketing dollars with us without constant repetition.  Their needs + our solutions = growth in their business. The same thing we tell our clients about their marketing holds true for how often we need to talk with our clients: Frequency sells!

"Educational Psychology" E.L. Thorndyke

"Uber das Gedachtnes"      Ebbinhaus