When it comes to selling, the internet means that consumers are now more aware, than ever before, of the different options available. But while new information enhances the power to choose, it also increases the power to confuse.
Too much information and too much choice can lead to indecision, which can then lead to paralysis, making us unhappy, unproductive, and at worst, ineffective. In sales careers, or in any role for that matter, too much information and the subsequent indecision is a real killer.
Rather than throwing all the information we have about our product, service or business at our customer or client, we need to consider our key messages and target them towards our audiences as well as communicating our point of difference in the marketplace. At the same time, we need this information to be articulated in such a way that there is no room for confusion.
Not only will giving too much information to your customer or client lead to indecision on their behalf, it will also make the buying process time consuming and frustrating. You don’t want your clients having to wade through and wrap their heads around irrelevant information to finally navigate their way to the useful facts and details or give up before they even get there.
One of the crucial elements to successful selling is to make the decision process a simple and easy experience.
To be able to provide this trouble-free experience, we must first look at what we are trying to sell and ask ourselves the following questions:
- How do we verify what is fact and what is not?
- What should we be paying attention to?
- What is useful to us, our customers, our businesses and our communities?
- What is our point of difference?
Remember, even though you may have a clear framework for information required for your target market to make a sale, stay aware of all the elements, details and facts of what you’re selling. Ultimately, answering customer questions quickly and being able to adjust key information to suit your customer’s problem and provide a solution is going to help make the sale.
When information overload is reduced our customers will not only be happier as they can instantly see what appeals and what is of benefit to them, but as the sales person, you will be more productive as a result.
Sue Barrett is a sales expert, business speaker, adviser, sales facilitator and entrepreneur and founded Barrett Consulting to provide expert sales consulting, sales training, sales coaching and assessments. Visit www.barrett.com.au