December 13, 2009David Meerman Scott recommends questions to overcome resistance to change
David Meerman Scott opened his keynote speech at the Business Marketing Association 2009 national “Unlearn” conference by asking the audience to answer a few questions.
- In the last 1 -2 months, how many answered a direct mail ad? 3% raised their hands.
- In the last 1-2 months, how many of you used mainstream media to research a product you wanted to buy? 22% raised their hands.
- In the last 1-2 months, how many of you used print yellow pages to decide where to buy something? 3 % raised their hands.
- In the last 1-2 months, how many of you used Google or some other search engine to research a product you wanted to buy? 100% raised their hands.
- How many of you used your peer to peer network for input via electronic media – facebook, twitter etc, and the answer you receive was a URL? 80% raised their hands.
Later in the presentation, someone asked how to overcome resistance from company executives. Scott replied that the same questions he asked his own audiences can be effective with management.
Why?
Because there is nothing like our own experience to convince us something is true. And there is nothing that can connect someone to their our own experience like questions.
Scott’s blog is here.
3 Comments »
RSS feed for comments on this post.
| TrackBack URI
You can also bookmark
this on del.icio.us or check the cosmos
Thanks for pointing to my “questions” Meryl. I’ve used this series of Qs all over the world and the answers are similar no matter where I ask. Here is a short video I did that shows that:
http://www.youtube.com/watch?v=6SyBWSFUrfM
It is even more remarkable to ask these Qs in a boardroom full of skeptics. It works!!
David
Comment by David Meerman Scott — December 14, 2009 @ 3:05 am
David, seeing is believing. Great video. It not only reinforces the idea of your new rules, it reinforces the power of questions. I will be using more to let my readers and audiences make my points themselves.
It also shows how you travel to places I haven’t heard of yet. Guess I need to get with the program there too..
Comment by merylrunion — December 14, 2009 @ 3:00 pm
This info is very important to me. Most of my clients own small businesses and I am constantly pushing them to publish a website for their company. The majority are very skeptical that the cost of creating and maintaining a website will increase their bottom line. The answers to these questions – bring this issue into proper perspective.
Thanks for publishing this info in your newsletter Meryl.
Wishing Meryl and all her readers a wonderful holiday season!!
Chris
Comment by Chris Tracy — December 16, 2009 @ 5:53 pm