I always say that people don’t know what they want until you tell them. And now I have proof. And that proof comes in the form of Prego’s Extra Chunky Garden tomato sauce, according to Malcolm Gladwell’s Ted Talk on “Choice, happiness, and spaghetti sauce.”
Howard Moskowitz, a psychophysicist, discovered that Americans say they want “authentic” spaghetti sauce (thin and blended), but what they really want (or at least about a third of them) is extra chunky. Until then, people running the focus groups asked what participants wanted. But nobody knew to ask for extra chunky garden until Howard Moskowitz gave them the option. Before this discovery, Prego was struggling. But after the discovery, Prego is a leading spaghetti saucer.
Don’t ask prospects what they want. Dig deeper. Ask the questions that get to the real answers.
Contributed by Jason Forrest
One of Training magazine’s Top Young Trainers of 2012, Jason Forrest is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning to increase sales, implement cultural accountability, and transform companies into sales organizations. Forrest is a sales trainer, management coach, regularly featured speaker at national conferences and professional association events, member of the National Speakers Association’s Million Dollar Speakers Group, and a published author. His newest book, Leadership Sales Coaching, will be available later this year. Learn about our new home sales training programs at http://www.forrestperformancegroup.com