Careful what you say!

Out and about recently I saw people wearing masks.

Later when I returned home I was greeted with the news that several schools in Michigan were going to remain closed for the week while they are cleaned.

Drug stores are having a difficult time keeping masks or hand sanitizer in stock.

Casualty Departments are packed with tanned, healthy people.

How does this all relate to selling?

The Media and Health Agencies have reported on an outbreak of H1N1a Flu in Mexico. Hundreds of people are ill and some have perished. A couple of hundred people returning from Mexican vacations have surfaced with flu symptoms and there has been one death in the US.

Now we need to look more closely.

First the death. It is unfortunate for the survivors but the truth needs to be shared. An infant was visiting relatives in Texas from Mexico. She became ill and was transferred to Houston for treatment where she succumbed. First, it was not an American death. Second, as with EVERY flu, the very young and very old suffer the most with mortality. Third, the full story was not initially reported.

You can never un-ring a bell. The first thing heard/read is the only thing remembered. The best efforts to correct or more completely inform will fall short of the target. You need to get your message out the first time; clearly and with full comprehension.

The selective reporting of a possible pandemic has created many problems.

Initially referring to it as Swine Flu has created protectionist responses from countries banning imports of pork from the US and Canada. Belatedly, Public Health officials of all kinds have stated that you CANNOT contract this flu from eating pork. Eventually the WHO declared that it is not Swine Flu but H1N1a Flu. Too little, too late for an entire industry who will suffer for months. It was never a problem from pork.

Now it is reported that a swine barn in Alberta has been affected by this flu. Physiologically, pigs are very close to humans with very similar immune systems. This barn will suffer loss but the vast percentage will recover to no lasting effect. The media storm surrounding this has now put an entire industry in disarray. Confusion, misinformation and outright lies have done this.

The schools in Michigan have NO reported cases of H1N1a Flu but they are closed for cleaning. Why? Possibly a well meaning Board member or Official felt it would be prudent? Maybe a parent or two heard what they wanted to hear and threatened to create problems? We will never know for certain. What is known is that there are NO reported cases; none.

The masks you can buy at a Drug Store have a serious flaw. After approximately 5 minutes of wearing the material becomes saturated with the wearer's breath and effectively cease to work. False safety to be sure. Even if you were willing to pay the cost of an N95+ rated mask there is still the problem of wearing it properly. During the SARS epidemic the Media actually showed several photos of N95 wearing health professionals; the problem was they were all wearing them upside down! The manufacturers state that the mask is only effective when worn as directed for the maximum time listed.

People returning from more than Mexico are scared and going to local Hospitals even though they have no symptoms further burdening the system with needless expense. The US Government has released millions of treatments from its Strategic Stockpile of anti-viral which they are also replacing. Pandemic plans are being put into action and industry is telling people with symptoms to stay home.

Selling is much the same. Unintended consequences result from incomplete or inaccurate communication.

This H1N1a Flu is costing millions of people their lives and millions of dollars. The numbers in Canada and the US? Fewer than 400 with almost 100% having nothing more than mild symptoms and no imminent death. Now the WHO and local Health Officials are saying that it may not be as much of a problem as first feared.

Is it over reaction? Absolutely. Is the WHO and other Health Organizations attempting to un-ring the bell? Yes they are. Is it too late? Yes it is.

As a salesman it is our responsibility to provide the most complete and accurate information we can; every time. By doing so we can minimize cost and expense and poor results. Ego often prevents us from saying, "I don't know." Why? Truth and accuracy are our best weapons. Use them every day.

Thank you.