The Edge of Simplicity

Q. How can you tell if you don’t really understand something?

A. Try explaining it to a four or five-year-old.

If you can’t explain it so that they can grasp it easily, you don’t know your subject well enough.

You may be on the edge of simplicity, but you need more practice or more study or both.

If you have to get involved in a long, complicated dissertation on what you’re selling to get the idea across, you don’t know your material well enough.

And even worse, you’re losing sales.

If customers are left with the idea that you may know what you’re talking about, but it’s too complicated for them to understand, they won’t be able to come to a decision.

If clients can easily grasp the simple basics of your message and easily see how the benefit for them, you’re on the right path.

It’s a self-evident principle: To decide, they must first understand.

A confused prospect cannot decide – and you won’t make the sale. And when they only ask what time it is, they don’t want to know how to build a watch, so keep your explanations brief, clear and understandable. If the explanation is too difficult, they’ll walk away.

Sometimes we focus too much on the features, advantages, and benefits and too little about the basics of what we’re selling. Strip it back to the fundamentals and practice saying it in a way that is easily understandable. Then the whole process is easier on them and on you.

You are the one responsible for communicating your message in a way that can be understood. If they don’t understand, you’re to blame. Remember the basic axiom: They can’t decide if they don’t understand.

All truths are basically simple . . . including this one.

daniel w. jacobs
(c) 2009-2030, all rights reserved


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