We Are Living in a “Desert of Indifference"

The Merriam Webster’s dictionary I have on my desk proclaims itself to be, The Voice of Authority. Right there on it’s red, white and blue cover are those printed words. Therefore, I am confident this dictionary is the last word in defining words. When I looked up the word, "indifferent", I discovered that as an adjective it means an “action marked by a lack of interest, enthusiasm, or concern for something or someone; apathetic. “

At some time most of us have experienced the indifference or lack of concern and insensitivity on another’s part. The waitress, who finally gets around to taking your order and eventually brings the meal to your table but never refills your coffee cup. Meanwhile, she is in the corner talking and joking with the other waitresses and waiters. The airline ticket agent who at last announces your plane will be 45 minutes late but offers no reason. The fast food order taker who asks, “What do you want?” and then announces the total is $4.67. You give him a five dollar bill and he slaps the change in your hand and without even looking at you says, “Next”?

Try this experiment and you will see how pervasive indifference is today. The next time you pass a coworker in the hall instead of saying, “Good morning” or “How are you” say, “I’m not doing well.” Don’t be surprised that he or she will answer with, “Good morning” or “Fine” or “Yes, it is a good day.”

There is an abundance of evidence that we are living in a “desert of indifference.” All around are apathetic, uncaring, inattentive and otiose people—some of them professing to be salespeople who need our business but are indifferent to solving our problems.

A key to being a successful salesperson is to be a fertile, green oasis of caring in the vast desert of indifference. Showing genuine concern, interest and enthusiasm for your customer is like offering them a cool drink of water in this arid desert of indifference.

HOG THOUGHT: Be an oasis of caring. Show your customers and prospects that you appreciate them, the time they give you and that you truly want to solve their problems. Make a difference by eliminating indifference.