The dummy curve

In sales, there is a concept called the dummy curve. It suggests the most effective sales professionals learn to act dumb with clients. Here’s how it works.

Everyone starts out as a sales newbie. Without product know-how, the newbie must ask questions and listen to the client. In doing so, the newbie accidentally uncovers the client’s hidden problems and needs. The client feels heard, understood, and is ready for their problem to be solved. He trusts the newbie to help solve his problem. The newbie stumbles into a sale.

After gaining experience and completing training, the newbie grows into an amateur. But as the amateur becomes an expert on her product, her sales performance plummets. With newfound product expertise, the amateur knows-it-all. Spewing features and blabbering benefits, the amateur talks much and listens little. She never gives her client a chance to share his problems and needs. The client doesn’t trust the amateur. The amateur sabotages a sale.

At some point, the amateur reflects on her time as a newbie: “why was I so successful when I first started?” Eventually, the amateur comes to an important conclusion: “I listened.” From then on, the professional intentionally acts dumb. She does not sell until the client shares their problems and needs. She does not sell until the client trusts her to help solve his problem. The professional facilitates a sale.

That’s the dummy curve. And it has wide applications. 

When we’re an expert on something we believe can help someone, we often want to share it. But often, the person we’re trying to help isn’t ready to hear us spew features and blabber benefits. Instead, they want us to listen and take the time to understand their problem; even if we already do.

Want to help someone? Try acting like a dummy.