What Did He Say?

Early in my professional life, while working as a stockbroker, I was approached at my Evanston, Illinois office by two young professors from Northwestern University, which was located just across the street. They asked if there was anyone within my firm who would be interested in teaching a non-credit course on the subject of securities and investing at their newly opened Norris Center.

The idea had instant appeal to me, especially, since I knew that the New York Stock Exchange had a course syllabus on the very subject. I also saw this as an opportunity for me to connect with this august university as well as a chance to present practical material to students, at a very formative time in their lives, which could be extremely valuable in their future years.

I, readily, accepted their offer and the course was scheduled, open to any student, or faculty member, interested in attending. The course description was written by one of the faculty members who had contacted me and it was titled, “Learn All about Securities and Investing from a Real Pro.” To my surprise and delight, the course filled to capacity, at around thirty students. We met one evening a week at a conference/class room in the brand new student center.

The students were an eclectic group, drawn from all parts of the campus, from freshmen through graduate school, all studying diverse disciplines. What impressed me, the most, about this group is what they all shared in common. They were bright as hell; they all paid attention; no one missed a single session; they asked intelligent, probing questions and when I said something inane, or stupid, they didn’t hesitate to challenge it.

And the Teacher is Schooled!

One evening, in about week six, I made a declarative statement. Before I was able to take another breath, the entire class had me pinned up against the blackboard, four feet off the ground, citing verbatim a statement that I had made in week one that was the exact opposite of what I had just said. They caught me, dead to rights, and I knew it.

I can’t tell you what was that statement, nor how it fit into the course material, but, believe it or not, I was elated…and terrified. They really were paying attention and they were learning the material. What quick, responsive minds! They wouldn’t let me down from that blackboard, until I fully explained the differences in my two contradicting statements. I, instantly, knew that a tap dance around a baloney explanation wouldn’t work and that I had better be truthful and forthright with facts, if I was ever going to regain their trust. This experience was seminal in my professional life. I discovered just how powerful is the spoken word and how indelible words can be to an audience.

The Truth and Nothing, But the Truth

The substance within this lesson has surfaced hundreds, and hundreds, of times in my business experiences. Employers, managers, and supervisors have too often said one thing one day, then another thing, the next day. Sales people have pitched clients one set of features and benefits about their product, or service, and then, in order to appease an objection, changed the facts of their presentation. Conflicting statements create mistrust, confusion, indecision and inefficiency.

Most people probably won’t be as vociferous as the college class, cited above, when they spot an obvious discrepancy, or flat out contradiction, but they will lose faith in your message, very quickly. People spot discrepancies and hyperbole, instantly. Expecting people to ignore, or overlook them, is pure absurdity.

Consistent Messaging is Required at all Levels in Sales

Employees may be reluctant to challenge a superior for fear of possible retribution, or falling out of favor, but the mixed message creates an invisible restraint on employees when the stated policies are blurred by contradictions. How can someone give his best effort to a waffling cause?

Clients may buy your product, or service, but at the first sign that it is not doing exactly what they expect it to be doing, even if it is working as designed, they will rear up, bringing up their original objections.

Words matter and they have consequences. Choose them wisely and you will profit: choose them carelessly and you will pay dearly.