Do You Think “I Knew That?”

Published: Tue, 04/14/26

Updated: Tue, 04/14/26

Over my 30+ year career, I’ve presented hundreds, maybe even thousands of seminars, and interacted with tens of thousands of salespeople. I’ve learned some things. One is this: That there are certain common beliefs that prevent a person from getting the full value out of a seminar or training program and ultimately hinder his/her performance. These beliefs prevent a person’s development and lock him/her into habits that limit their potential.

One of the most destructive beliefs is often verbalized by the whispered comment from one participant to another, “I knew that.” This typically follows the description of a best practice that is proven to improve a salesperson’s performance.

What the comment typically means is that the person has heard about the practice somewhere and affirms that he recognizes it as a good idea. And, since that idea resonates, and since the person making the statement has some knowledge of it, it then excuses him/her of any deeper dive into the practice.

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If you have said that you “knew it,” the truth is that you may have recognized the value of the practice mentioned – you’ve heard that before. But your knowledge is almost always superficial and lacking in some of the powerful components of the practice. You probably, for example, haven’t fully appreciated the impact of this practice.

Here’s an example: One of the most powerful practices that I teach is “ask better sales questions.” It is the subject to one of my books (See Question Your Way to Sales Success where ever books are sold) You may recognize that you have heard that before. Therefore, you “knew that.”

But you probably didn’t know the incredible impact that better sales questions can have on your performance. You probably didn’t know that it is the number one most effective sales skill, mastered by the best salespeople regardless of product, industry or selling situation.

You probably didn’t know the details of how better sales questions impact the sales call, nor are you aware of the specific places in the sales process where they are most effective.

You probably didn’t know what constitutes a better sales question and you probably haven’t developed some criteria to use to edit and improve your questions.

You probably haven’t mastered a specific step-by-step... CLICK HERE TO READ FULL ARTICLE

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