We are not a road-trip family — we fly — but last week we drove from Chicago to Niagara Falls and Toronto. Which meant more than 20 hours in the car round-trip and between destinations. With two 5-year-olds.
And so, they asked “why?” approximately 200,000 times. And we answered.
Kids don’t hesitate to clarify, dig deeper, and understand precisely. Adults do. We don’t ask “why” for reasons that boil down to self-limiting beliefs: we don’t want to impose, offend, or project that we do not understand. These are confidence and self-esteem issues, and they literally cost us revenue. These issues only develop as we get older. Young children don’t experience them.
Thing is, when you ask “why,” people answer. They don’t hesitate to answer, but we are trepidatious to ask. To grow revenue quickly, we must market well. To market well, we must clearly understand our emotional value to our market. To understand our value, we must ask our customers how they are improved by our product or service, why that is, and why they feel this way. Of course, the “why” question is incredibly important in sales conversations as well.
So make like a five-year-old, and ask “why?”
Here is a photo I took at the Falls:
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This piece ran in my Evangelist Marketing Minute short-form newsletter, which you can receive every Monday morning for free by signing up here.