Six million. That's all the church needs. Just six million dollars to build the new school. It will be state of the art, with open spaces, natural light and soaring ceilings. Quite an improvement over the current cramped classrooms with drop ceilings and wires running everywhere. Research proves the new building will provide a better learning environment. The classrooms won't feel like the basement, or worse yet a convention hall.
Convention halls are some of the most dismal places on Earth. They are normally in the basement of the hotel--you know, that bottom, bottom floor where the AC ducts and sewer pipes run along the ceiling? Yep, that one! The world could end and as long as the back up generator worked, attendees would never know. This is just one of the reasons why my company won't be on the convention floor as outlined in my blog entry "Mexican Markets and Tradeshows."
But there are many more reasons why convention halls are horrible environments from which to sell. Beyond the fact that your company paid thousands of dollars to be crammed in a basement, there's the fact that such an environment is only conducive to one thing: wearing people out mentally and physically.
It's called cognitive failure. "Cognitive Failure" basically means that the more your senses are bombarded or have to work "over-time", like in a loud, stuffy, poorly lit, convention area, the quicker your brain says, "Screw this, I'm outta here!"
This is precisely why new hospitals have "healing environments" with soothing sounds, natural light and fantastic circulation. Because when the brain can relax people heal quicker. New schools like the one our church is hammering us to fund, utilize natural light, clean air and clutter free designs. Why? Because science has proven that kids learn 20% more in such environments.
Heck, even the new north terminal at the Detroit Wayne County Airport is bathed in natural light, with a lovely fountain as its center piece. This is an enormous departure from the L.C. Smith and Barry terminals it replaced, both of which resembled lower Manhattan subway stations. The new terminal is so nice, you actually don't mind hanging out there. Cognitive failure is kept at bay. Ahhh.
Compare that to your average inhospitable trade show. It's no wonder all you want to do is curl up in the fetal position on the hotel comforter after a day on the floor. How do think your prospects feel after trudging through the same environment with vendors barking pitches? Think they want to learn anything about you? Heck, no! They want to beat feet to somewhere quiet.
So what shall you do? Break out of the convention hall once and for all. In "Mexican Markets and Trade Shows" I talked about owning recess. How about owning mind rejuvenation? How about creating an oasis where prospects can escape Cognitive Failure and relax? Cool, quiet, flowers and relaxing...brought to them by you. It just might be as nice as Detroit Airport. And you will get more sales.
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