"Always enter the conversation already taking place in the customer's mind."
Now personally, I give this piece of advice a LOT of thought, and I've read the "Robert Collier Letter Book" which that quote is from many, many times.
I apply it to my work constantly, and I think it's been of great benefit to my own business and that of my clients.
But there's another quote that I've come to like:
"The problem with communication ... is the illusion that it has been accomplished." - George Bernard Shaw (by way of Andy Jenkins)
So what I'm wondering is, what do YOU think Collier MEANS with this quote and how would YOU go about applying it?
The reason I ask is because recently, I've been talking to people I know about Collier's famous rule, and I was surprised to find that there is a huge amount of room for interpretation there.
I mean, any time you talk to someone about the inside of their own head, they will immediately think they know what you mean - but since the inside of everyone's head is unique, how do you know what you thought I meant is what I really meant?
Kind of strange, I know. But still valuable. Here's why:
Several of the answers I've gotten have drastically altered my understanding of what Collier meant and why he phrased his lesson this way. I'll share some of those interpretations later, if this thread gets some response - for now, I don't want to color your opinion before you share your interpretation.
So please share, what do YOU think Collier meant? Thanks in advance!