How to Deal with the Executive Catchphrase: 'In a Word, What Is It!?'
Do you remember the old Kincho liquid mosquito coil commercial featuring Hideji Otaki and Ittoku Kishibe?
Do you remember it?
【Hideji Otaki's Famous Line】
“Boring! Your story is boring!”
【Excerpt from Kincho's TV Commercial on YouTube】
When I saw that, I remember nodding involuntarily and my palms getting sweaty.
The reason is that when I was active in the workforce, I often had opportunities to explain things to executives, and I was frequently told things like this.
“I don't get it! I don't understand a word you're saying!”
“That's enough! Next!”
It still gives me trauma. (bitter smile)
1. Why don't executives listen to people?
This experience gave me a major turning point in my later life.
That is because when explaining something to someone, I made sure to start by throwing out a word that would convey the image in “one word”.
Executives are generally short-tempered.
“My remaining term is short! I don't have time to listen to people slowly!”
It is as if they are saying that.
*Now that I am 65... I have come to understand this feeling... (bitter smile)
But if you have the explanation skills to handle this impatience, you should be able to become an invincible presenter.
2. How to capture the other person's heart in one word
While writing this blog, I suddenly remembered something.
It was when I was in my 20s and went to an auto shop to buy a turbo engine additive.
There was a salesman from the additive manufacturer on the sales floor, so I asked him this.
Me: “Excuse me. If I put this additive in, how much will the turbo engine's power increase?”
This salesman taught me everything in just one word in response to my question.
He said this.
Salesman: While moving his index finger from right to left
Salesman: “Whoosh!”
Then he just gave a thumbs up with his right hand and that was it.
I have been in sales for many years, but I still don't have a sales pitch that rivals this salesman's “Whoosh!”
This “one word” must have been born from his accumulation of experience and achievements, and it is not a word that was easily invented.
That is why I think this one word has remained in my memory even after decades.
3. How to create a persuasive “one word”
Actually, I was able to reunite with this salesperson in a different place.
When I attended a product briefing hosted by an automotive parts distributor, this very salesperson was there as the lecturer.
Of course, the "whoosh" sound appeared in his seminar as well, and the attendees who heard it smiled wryly and hummed the "whoosh" along with him.
It is incredibly persuasive!
I believe he came up with the
"whoosh"
after
standing in the field, thinking thoroughly about how to convey things to customers, putting ideas into practice, and carefully considering what to do next.
Treating impatient executives as customers and training yourself to think of a phrase that captivates the other party in just one word is useful not only for negotiations with customers but also for activities aimed at your second act in life.
It will definitely become your weapon, so you should do it willingly even if it is troublesome.
There will surely come a time when it proves useful.