I once worked with a company run by a dynamic individual. She felt she could convince anyone of anything. Mostly, she was right; but her major downfall was that she tried to sell more than one idea at a time. She was mixing messages!
We see examples of this all the time with business names like, “Oil Change and Tanning Booth (while you wait)” or “Landscaping Services and Dental Cleaning.” or “High-Tech Marketing Services and Burial Insurance”
These are obviously a gag. But mixing messages can get pretty bad, leaving people scratching their heads as to what you’re selling.
People have a limited digestion for too many ideas or messages at the same time. They can absorb only one idea at a time. If your presentation allows them to grasp one idea after another in logical fashion, they’ll follow you to your conclusion. Otherwise, you’ll lose them and they’ll do nothing.
Here is a certain recipe for failure is to give your presentation on a product or service and ALSO include a pitch for the client to donate to your favorite charity. You’re mixing messages.
People can digest only one idea at a time. If you give them two many at once, they’ll drift off and you’ll lose their attention and interest. You’ll also lose the sale.
Consistent focus is the watchword. You have to watch for this in every customer interaction. It is very easy to drift away from your target chasing red herrings. It it, in fact, one of the most common mistakes salespeople make.
Remember:
Don’t confuse the customer. A confused prospect can’t decide, and if they can’t decide, they won’t buy.
Don’t mix messages!
Got it?
daniel w. jacobs
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