The Power of Unlearning

In the rapid pace of an evolving print industry, embracing change is key to success. A continuous learning mindset is crucial with technology constantly advancing and trends shifting. While staying informed about the latest trends and printing techniques is vital, an often overlooked aspect of sales skill development is the concept of strategic unlearning. The unexpected truth is, too much information can lead to "the curse of knowledge.

The phenomenon known as "the curse of knowledge" is forgetting what it's like not to know something. It encapsulates the ironey of becoming so intrenched in what we think we know that it hinders progress. This is particularly true when trying to help customers make a purchasing decision. It can lead us to become complacent in our approach, thinking we know enough about a buyer or an organization to make a recommendation. This often leads to skipping over details that are important to our buyers. Even worse, the curse of knowledge can put us so far ahead of the opportunity that stands in front of us because we're eager to make a recommendation and skip the opportunity to clearly understand the driver behind the buyers' needs.

Unlearning allows us to shed outdated practices and perspectives, allowing fresh ideas and innovation. Sometimes, it requires us to step out of our comfort zone erase what we know and look at things through the eyes of our customers. Adopting a mindset of unlearning may seem counterintuitive in a world of constant change. So think of it this way: a little spring cleaning and decluttering inevitably improves productivity, boosts creativity, and allows us to show up as the best advocates for our customers. Experiencing the world through a beginner's eyes affords us the empathy to present ideas and solutions our clients may not even realize are within reach. Maintaining this beginner's mindset is not only beneficial for those we serve but also vital for our personal and professional growth.

The pursuit of knowledge never ceases, and the aspirations for growth both in ourselves and in service to our valued customers remain unending. Rather than turning your ear because you're comfortable in your own knowledge take a look at the following topics to see where unlearning might benefit you and your customers.

Sales Outreach: Unlearn What's Out and Start Doing What's In.

Marketing Your Brand: Unlearn Self Promotion and Learn How to Deliver Brand Value.

Value Propositions: Ditch the Generic and Vague Statements about Products or Services and Learn how to Connect with Your Audience.

Customer Value: Unlearn Transactional Relationships and Increase Emotional Connections

Differentiating: Unlearn Competing with Rivals on Price and Learn What Really Makes a Difference to Your Customers.

I urge you to take inventory of what you need to unlearn so you can be kindled by curiosity. The pursuit of improvement is your launch pad into worlds of untapped potential.