When you engage in processing, you actively think about a message you’re receiving from someone else—not only the words but also the nonverbal cues. For example, suppose you’re a small-business owner who’s meeting with Jeff—a salesperson for eLogic, a business-software developer. You want to decide whether eLogic’s software for tracking and fulfilling orders is right for your business. As Jeff describes the product, you consider the implications of what he is saying, how using the software will affect your bottom line, and whether Jeff represents a reputable company. You observe his attitude and body language (confident and knowledgeable or nervous and inept?). You may jot down notes. You then mull over a series of questions: “Can my business afford this investment? Will I need to provide extensive training to help my workers learn the new software? Are there other programs that can deliver similar advantages but are easier and cheaper to use?” By weighing these matters—that is, by processing the information in your mind—you stand a better chance of making a smart decision for your business.
