Simple Wins the Sale
“A confused mind always says no.” – Tim Scholze
One of the toughest things a sales professional faces each day is not to overcomplicate a sales conversation. We want to know everything we can about our products, company, and competition so we can handle any objection or concern that could occur in a sales call or presentation. That is what any TRUE sales professional would do; however, this is when the top sale staller can creep into the relationship…CONFUSION!
Confusion happens when we talk over our customer’s heads to impress them and demonstrate our expertise in our product and service. It is very important to always know your audience. Your primary goal is to talk to them and not through them. Below are two examples describing this.
Example 1 – Speaking through the customer: The sales rep meets with an auto repair shop to sell them a website. The rep begins to use technical jargon. The customer looks at them like the sales rep is speaking Latin. The customer may think that the rep is smart, but they are over complicating the process. The client decides not buy because he is confused and lost. In hindsight, he just wanted to see an example, try it and then buy. He does not have a need for technical jargon.
Example 2 – Speaking to the customer: The sale rep meets with a gift shop owner that created their own website, but they need a new one. This customer is better educated wants more details. The rep asks if they want to learn more about title tags and how it relates to their website. The customer has some knowledge and decides to test the rep. The customer is confident with the reply, the salesperson, and the solution. They buy on the spot.
The difference between example one and two is the communication from the salesperson to the client. People tend to shut down and say no when they feel overwhelmed, confused or less superior in a conversation. That is when you want to follow these three steps to help you avoid the sales stall.
Three Important Tips to Avoid Confusion:
1. Simplify the Buying Process: People hire professionals that know what they’re doing so that they don’t have to know the details. Would you hire your doctor to repair your Audi? No! Customers will ask questions to test your expertise. If they feel confident with you and your products or solutions, they’ll do business.
2. Get to the Point: There is a saying I love, “Don’t tell me about the labor pains. Just show me the baby.” Unless I gave birth to a baby which would be an act of God, I can’t relate to the labor pains. A mother may want to know because she can relate to the experience.
Don’t deep dive into the minutia…labor pains. This is where customers can lose you because you overwhelm them with details that are trivial to their buying decision. Everyone likes to feel like the authority on their company and products, but if you over-engineer the process it will cloud the mind of the customer. Then the customer says, “Let me think about it.” What they are actually saying many times is, “I don’t know what I am buying. I am confused. I only see is the price.” They don’t want to feel stupid so many times they take the easy out and say no or let me think about it.
3. Speak Customer Talk: Customers love the expert that can keep it simple. I am reminded of a plastic surgeon that loved to advertise. In fact, he advertised in a prestigious magazine. e had a full page ad that focused on people looking for liposuction. The ad performed poorly. The reason was the surgeon’s advertisement was full of technical jargon which connected more to plastic surgeons and not his ideal customers.
The surgeon’s advertising consultant suggested changing the message from liposuction to tummy tuck. When the magazine came out the next month, the response was tremendous. The reason for the success was the surgeon let the advertising consultant design an ad the worked and produces results because it spoke to the surgeon’s ideal clients.
Bottom Line: You can avoid confusion which will lead to more success and sales if you need to know your audience and speak their language to them…not over them.