I’m sure you’ve heard of The K.I.S.S. Principle. K.I.S.S. is an acronym for “Keep It Simple Stupid”.
Here’s how it works. Take a minute and work out the following math problem in your head (and don’t cheat by writing it down. Just use your head).
17 X 36 =
I’ll bet you gave up and continued to read this letter. Be honest.
Now…work the following problem in your head.
600 + 12 =
Did you come up with the answer 612? Of course you did.
Actually, the answer is the same for both problems, but they are arrived at differently. And this is a clear example of why some people make selling so hard.
The first problem required you to use your conscious mind in order to solve it. That takes work and your brain is lazy. It doesn’t like to work. In many cases, it will simply choose another route or even shut down and move on rather than have to work (just like yours did).
The second math problem was easy. Your subconscious mind solved it automatically without having to work.
So…how does this apply to selling?
It should be obvious. You must present your product/service in such a simple, clear, concise and easy-to-understand way that it allows your prospect to make a simple, quick and easy decision. And, if it can’t be done at the subconscious level, there is a good chance it will never be done at all.
The death knell of a sale is when the presentation requires the prospect’s brain to have to think about it.
Sales people are notorious for presenting complicated sales presentations which require far too much thought and work on the part of the prospect’s brain to figure out.
You’re thinking, “Once they spend time looking this over and adding it all up and thinking about it, they will see that it is a really good deal.”
But the problem is…they won’t!
I hope so.
Bottom line: K.I.S.S.
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