Do you know what the most listened-to radio station in the entire world is?

WII FM.

What station is that?

What’s In it For Me?

This question is a primal one—subconscious, yet powerful.

Unlike Jerry Maguire’s “Show me the money!”, the currency here isn’t always monetary. What about time, effort, personal safety, respect, ideals, interest, amusement, fulfillment, integrity, ethics or worthwhileness?

This subliminal question permeates nearly every human decision and must be adequately answered before any true, wholehearted buy-in or conversion.

And not just in areas of sales and marketing, but also in highly relevant situations like patient compliance or clinical team throughput.

Every objection or resistance can be traced back to this very question.

So the next time you find yourself dealing with a skeptical patient, a hesitant surrogate decision-maker, an obstinate child (your own?), a doubting staff member, a confrontational colleague, or even a difficult superior, maybe it’s time to ask yourself this critical question on their behalf about their favourite radio station: WII FM.