How do you handle ignorant customers?  How many times have you been on that sales call where it is obvious the customer is completely misinformed about your company, your product, or even your industry.  Or, they justify their lack of interest based on a preconceived understanding that is mostly incorrect, or lacking a depth of knowledge or understanding.  According to Wikipedia, Ignorance is “the state in which one lacks knowledge, is unaware of something or chooses to subjectively ignore information.”

When encountering  situations like this, the best approach is to go into learn mode.  (Of course, I believe you must always need to be in learn and listen mode.)  The keys here are to understand why they feel the way they do, what is the source of their perceptions, where is the best place to start to help them understand new or different perspectives.

It is that simple.  The biggest challenge is addressing your desire to address these perceptions or ideas head-on by advocating an alternative view.  This approach only puts the customer on the defensive. Then, there is no opportunity to educate or enlighten them.  Also, by taking the confrontational approach, chances are you are not really listening to the source of their “ignorance” or the foundation for their views.  Hence, you are protecting your ignorance or lack of knowledge regarding their perspectives.

To deal with client ignorance or, their ” lack of knowledge”, you need to create an environment where the people you are trying to educate, enlighten, and communicate with are receptive to your insights.  Doing this requires your willingness to first understand the source of their perspectives and the commitment to those beliefs.  Merely advocating  your “correct view”, is a complete non-starter.

A great example of what happens when ignorance collides with unenlightened advocating is being actively demonstrated in our Congress today.  No one is listening.  No one is learning.  No one is effectively communicating.  Therefore, no one is successfully selling anything or building relationships to solve problems or fulfill needs.  If you want to be like Congress and confront “ignorant” customers with your expertise and the correctness of your view, you will be like Congress and get nowhere. Or, you can work your conversational magic to listen and learn and build an effective communication channel so your clients will trust you enough to listen to your enlightening perspectives.  Help educate your customers and yourself–listen and learn and understand first.