If you don't know, you are not fully prepared to market and sell in the 21st century. I tell this story, ask the question, and make that bold statement to illustrate that technology, information, and communication advances are massively changing the way we need to think about and do our work. Two important changes have profoundly changed our marketing and selling environment and that is why we need to be prepared to tell our story in one minute. Telephones and Television have changed our business. Caller ID and Voice Mail have allowed people to screen, ignore, and return only the telephone calls that they want to.
Every television sold today has a remote control.
But its influence is far greater than convenience. It has become a message selector for the viewer. Our buying habits have been powerfully conditioned by the television commercial and the remote. Today everything from Ex Lax to a Lexus is marketed and sold in 30 - 60 second commercials. Today people feel overwhelmed by the time demands upon them.