{"id":32551,"date":"2023-11-22T16:36:40","date_gmt":"2023-11-22T16:36:40","guid":{"rendered":"https:\/\/www.franklincovey.de\/?p=32551"},"modified":"2023-11-23T10:08:34","modified_gmt":"2023-11-23T10:08:34","slug":"biggest-selling-mistake-overwhelming-the-buyer-heres-how-to-keep-it-simple","status":"publish","type":"post","link":"https:\/\/www.franklincovey.de\/en\/2023\/11\/22\/biggest-selling-mistake-overwhelming-the-buyer-heres-how-to-keep-it-simple\/","title":{"rendered":"Biggest Selling Mistake? Overwhelming The Buyer. Here\u2019s How To Keep It Simple."},"content":{"rendered":"\n\n
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We came to the dealership to buy a car. We left after an awkward lesson in one of the most common mistakes in selling \u2014 the failure to keep it simple.<\/p>\n<\/section>\n\n\n\n\n

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We came to the dealership to buy a car. We left after an awkward lesson in one of the most common mistakes in selling \u2014 the failure to keep it simple.<\/p>\n

My wife and I were excited to test drive a new family vehicle. On the dealer\u2019s lot, she sat in the driver\u2019s seat while I waited my turn in the back. It was a hot day, but the air conditioning was blasting. We were ready to hit the road.<\/p>\n

Then the salesperson launched his pitch. He went on. And on.\u00a0And on.<\/p>\n

The seller apparently wanted us to be impressed with his mastery of every detail of the car\u2019s automation system, and the million variables of climate control, and the track record for long-term reliability.<\/p>\n

We, however, just wanted to test drive the car.<\/p>\n

Make it easy to buy<\/strong><\/h3>\n

Too many sellers foolishly focus on their memorized pitch at the expense of the\u00a0buyer\u2019s specific wants.\u00a0They bombard their customers with extra stuff that isn\u2019t needed to make a decision. They make the sales process too long, too complex, and too overwhelming. The poor client becomes frozen in a blizzard of choices.<\/p>\n

Good sellers spend time learning the buyers\u2019 situation and needs, then help the buyers make good decisions in their own best interest.<\/p>\n

I understand the motivation for some sellers to make things complicated. They are experienced, they know their stuff, and they think it\u2019s important to show the client a depth of knowledge.<\/p>\n

But knowledge is less valuable than wisdom. If you have the expertise, then use it to trim and simplify the menu of options. No sane buyer wants to be information-rich, but decision-making poor. The seller should focus on the few specifics most important to the buyer \u2014 and screen out the rest.<\/p>\n

Tips for greater simplicity<\/strong><\/h3>\n

The first tip is to put your \u201cstuff\u201d aside. Don\u2019t think about your goods and services \u2014 the real priority is to figure what your customer is trying to accomplish. Knowing the customer\u2019s top goals will help you streamline the sales process.<\/p>\n

Second, determine the criteria that the customer will use to make the decision. How will the customer choose among alternatives? If the customer is all about the safety record of a vehicle, then don\u2019t waste time and confuse the issue with talk about 0-to-60 acceleration records.<\/p>\n

Third, dump the boilerplate. I\u2019ve seen too many proposals that have been developed with an eye toward efficiency while sacrificing relevance and value to the customer. It\u2019s too easy to type the client\u2019s name into a template and end up with a snazzy proposal that tells them all about your company but nothing about the client\u2019s.<\/p>\n

Let\u2019s be honest: Customers don\u2019t want to read about sellers. They want to read about themselves. Boilerplate proposals make everything sound alike. And if your product starts sounding the same as the alternatives, then the final choice inevitably will be determined by price \u2014 and the customer will often choose the cheapest.<\/p>\n

But if the customer can be shown that your proposal is a solution tailored to their specific needs and wants, then the customer is likely to choose you and may pay a premium.<\/p>\n

Important versus thorough<\/strong><\/h3>\n

Some sales may be too complex to be broken down for the customer into just one or two key decisions. Maybe you\u2019re selling a contract over time. That\u2019s when it\u2019s crucial for a seller to streamline the process by putting the key decisions in a specific order.<\/p>\n

Perhaps the wise seller, based on smarts and experience, knows there will be 10 or 12 key decisions over a certain period. What\u2019s important is to break down that process so you don\u2019t overwhelm or confuse the customer. Make it less intimidating. Instead of talking about 10 or 12 key decisions, make up a schedule to show the customer the decision-making journey over time.<\/p>\n

Just about every seller has been trained to be thorough. I think thorough is the enemy of a good seller. The friend of a good salesperson is importance, not thoroughness. You don\u2019t need to check off everything \u2013 just the things that are important to the client in front of you.<\/p>\n

Next Steps<\/strong><\/h3>\n

Explore our approach to developing sales teams who consistently stand out, sell more and deliver predictable results ><\/a><\/p>\n<\/section>\n\n\n\n\n

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Too many sellers foolishly focus on their memorized pitch at the expense of the buyer\u2019s specific wants. <\/p>\n","protected":false},"author":39,"featured_media":32563,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"tags":[77],"class_list":["post-32551","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-sales"],"acf":[],"yoast_head":"\nBiggest Selling Mistake? Overwhelming The Buyer. 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