If you’re like most Floridians, you think Casey Anthony got away with murder, and you can’t understand how that could happen. Well, I think I know how it happened, and I think there’s a lesson in it for all of us. I believe that the reason Casey was found “Not Guilty” was because the state failed to prove their case. Remember that members of the general public (you and I) were privy to loads of information that the jury wasn’t allowed to hear. And they jury had to make their decision based solely on the evidence they were shown. They may have believed she was guilty, but did the evidence presented by the state prove that she did it? That’s the question they had to decide. And apparently they decided the state failed to do that.
So what is the life lesson (i.e., the business lesson) that we can learn from this apparent misstep of the justice system? It is this:
Don’t assume that people get it. Quite often they don’t.
When you approach a potential client, or a total stranger at a networking event, don’t assume they know that they need your services. Before you start selling them on how much better you are than your competition, or how much money you can save them, or how great you are at what you do, stop for a moment to see if they really understand what you do.
Relate your products or services in such a way that the potential customer feels a personal need to buy it. Don’t assume they want it. Make certain they want it. Make certain they can afford it. Make certain that now is the best time for them to buy. Once you’re certain they want it, need it and can afford it, you can sell them on getting it from you.
The Prosecutors tried to make certain the jury got it, but legal issues created obstacles for them. What obstacles are standing between you and your customers? Clear them away before you go for the sale.
Can you think of other lessons we can learn from the Casey Anthony trial? I’m looking for a silver lining here.