Communications 101 Communication considerations that can make a difference. Rob Robinson Information Governance Engagement Area

How does one change and maintain change in customer behavior ?* * Dr. Ashtook Jain and W.R. Robinson, Houston, TX, 1995. Change And Maintain Behavior Curve Emotions Logic Change Maintain Motivation Behavior Over Time Emotional Impetus Stimulates Consideration Of Behavior Change Logic Translates Emotional Stimulus Into Actual Decision For Change In Behavior Logic Continues To Provide Basis For Continued Change In Behavior Additional Emotional Stimulus Can Prevent Change In Behavior If Logic No Longer Sufficient Decision To Change Made (Example: Make A Purchase)

How many contacts are required to close a deal?* Calls To Close Sales * Levinson, Jay Conrad. Guerilla Marketing. Boston, Houghton Mifflin, 1989. 2% 1 st Call 3% 2 nd Call 4% 3 rd Call 10% 4 th Call 81% 5 th Call Or Later

How do customers best receive information?* Reception Of Information – Total Reception By Sense (In Percent) * Phase I Learning Systems – Selling Skills, New York, NY: Pfizer, Inc. 1993. 82% Eyes 12% Ears 6% Other (Tactile)

How do customers best retain information?* Retention Of Information Over Time (% Information Retained) * Phase I Learning Systems – Selling Skills, New York, NY: Pfizer, Inc. 1993. 70% 72% Hear Only 85% See Only Hear And See After 3 Hours 65% 10% 20% Hear Only See Only Hear And See After 3 Days

How important is providing “proof points”?* A Subjective Overview Of The Importance Of Proof Four Possible Responses From Groups Receiving Information With And Without Proof Sources** * Phase I Learning Systems – Selling Skills, New York, NY: Pfizer, Inc. 1993. ** Example: White Papers, Industry Reports, Analyst Overviews. 10% 75% No Proof Source Proof Source Very Important 20% 20% No Proof Source Proof Source Somewhat Important 40% 2.5% No Proof Source Proof Source Of Little Importance 30% 2.5% No Proof Source Proof Source No Importance

How do our minds work?* Mental Activity Overview (% Of Mental Activity) * Murphy, Joseph; The Power Of Your Subconscious Mind, 1963; Prentice Hall, Inc.; Englewood, NJ. 10% Conscious 90% Subconscious

How does order of entry effect market share?* * Adrian Slywotsky, Value Migration ; Harvard Business School Press, Boston, MA; 1996. Market Share Percentage By Order Of Entry 37% 17% #1 #2 14% 6% #3 #4 2% 4% #5 #6

Where are potential customers on the innovation adoption curve?* Rogers Adoption / Innovation Curve * Rogers Adoption/Innovation Curve, Everett Rogers, 1995. 2.5% Innovators 13.5% Early Adopters 34% Early Majority 34% Late Majority 16% Laggards

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