If you’re trying to pay attention to multiple things, you’re not going to be as good at it versus if it were one at a time. It’s not just being slowed down . . . it might affect what you’re perceiving in the moment.”
We are constantly inundated with push notices, texts, flashing signs, banners or the next tab. All this distraction may come at a massive cost. It’s not only to our sanity, but to our view of the world and reality, according to new research published in the Journal of Experimental Psychology: Human Perception and Performance.
Source: Fast Company, September 13, 2019. Link. If you want somebody processing a vital piece of information, you should eliminate the extraneous, and try to focus their attention on one space alone. (Even flipping your eyes around a page can be distracting.)
INSIGHTS: This is great information for all animal health pros. To act on it, return to basics we were taught in our presentation skills. Keep the detailer or information in your hand and use a pen to point out key information. Ask for understanding and probe for any points needing clarification. Use a highlighter. Then let the customer have the information . . . after they order of course!
Also see: Emotional whitespace matters, Marketing to Farmers, September 4, 2019. Link.
. . . decisions are 90 percent emotional and 10 percent rational.”