For sales professionals, everywhere
Let’s start with a basic assumption: our job as a salesperson is to make it easy for our customers/clients to buy. With that as a starting point, let’s look to see where anything that doesn’t forward that result is located and can be eliminated.
I had a great coaching call today with Cindy at The Amish Connection in Albuquerque. She said that she was struggling to close people who were ‘getting confused’ by too many things to consider and unable to make a decision. In another post (Fishing for Minnows), I identified the actions that will have buyers focus on less important elements at the expense of more important ones. When that happens, confusion reigns and the opportunity to close diminishes.
The role of the salesperson is to encourage the buyer’s decision making ability by guiding their actions so they get the result that they want. Talking too much about too many disparate factors and issues, as 
well as incorporating too many elements, cultivates confusion and the sale disappears.
Ask yourself: am I the obstacle or the vehicle to the sale? Am I adding confusion that didn’t exist earlier by making this process too complicated?
Keep it simple. Keep silent when they are thinking. Keep them focused on the goal and what is most important to them.
Now, go sell something.
oxo,
Jody
