Since it was Halloween last night, I thought it would be a good idea to watch a scary movie. The problemo is the wife doesn’t like ’em at all.

So I hunt through my DVD collection for something I’m sure she would like…

Texas Chainsaw -nope.

Evil Dead – not a good idea.

Inside – an absolute “no way, Jose.”

And then I found it.

The Others starring Nicole Kidman. That is a classic ghost story, void of all violence that is beautifully shot and has a wicked twist of an ending.

I love this movie, and I’m convinced that she will love it too. Why do I think this? Because I love it. It’s one of my favorite all-time horror flicks.

She really doesn’t want to watch it, but I convince her to do so.

After the movie ends, I ask her with enthusiasm, “Wasn’t that great?! Did you like it?!”

As you probably guessed, she didn’t like it – at all. Why? Because my wife doesn’t like horror movies.

I made the classic sales mistake of projecting what I like and what I think is fantastic onto her instead of seeing things from her perspective and listening and understanding her wants, needs, and desires.

We do this a lot in selling. We are so intent on selling our product and so enthusiastic about it that we forget to listen to what our prospect wants. We jump to the prescription before we have made a thorough diagnosis.

And sometimes, through the sheer force of will, we make the sale – just like I “sold” my wife on watching the movie. More often or not, though, we either lose the client, or there is buyer’s remorse. (I’m hoping for my wife it’s just the latter, not the former!)

They say you teach what you most need to learn. I guess they’re right. Just ask my wife.

Dave “Should’ve Known Better” Dee

P.S. I’m scheduling speaking engagements in 2019. If you’re having an event, and are interested in having me speak, please check out our new speaker page.

https://davedee.com/speaking/