Consumers love simple and salespeople hate it. Why? Customers do not like the feeling of being overwhelmed when they make a purchase. They usually only have 2 to 3 main concerns that they want to address and everything else is just noise to them. Just keep it simple so they can focus on what motivates their purchase. Salespeople, on the other hand, see the concept of simple as limited potential. They’re afraid that they will encounter that one-off customer who has a unique request and so the salesperson will do whatever it takes to get the sale. When all else is equal, simple sells every time. When was the last time you decided to make a purchase and you said, “Oh, and I would like it to be complicated”. You don’t, and neither do your customers. So why are you making this complicated for them?
Don’t get me wrong. I get it that there are a lot of complexities with your range of services and product features, but your customers don’t care and they certainly aren’t impressed. They don’t even have the time or mental capacity to even understand what you’re talking about, and the more you push your features and benefits, the more distance you put between yourself and the deal. It’s time to simplify and here are 5 easy steps to make things easier for yourself and your customers.
- Focus on 3 features – This is the hardest thing you will have to do. Narrow it down. What 3 features set your product or service apart from other options your customers may consider. What are the primary reasons for customers to even have an interest in what you sell? If you can simplify to just 3 things, you will keep your customers’ attention and keep them wanting more.
- Focus on 3 benefits – Same concept as the features. What experience and results will your products and services uniquely deliver that matters to your customers? Keep your customer focused on no more than 3 benefits and they will stay focused on giving you the sale.
- Add ‘Simple’ to your lingo – Just hearing the word ‘simple’ can make us feel better. No wonder they made a simple button, right? Using this word will put your customers at ease and reassure them that you have their best interests in mind.
- Demonstrate the simplicity – Don’t just say it; show it. Even if what you sell isn’t simple, like insurance, for example, keep them focused on the aspects that are. If they have questions about the details or complexities, walk them through it in the way you would explain it to a child. Don’t worry if you haven’t covered every little detail; you’ll get the chance after you made the sale.
- Talk less, listen more – The more you talk, the more complicated you sound. To a salesperson, this means you think that you sound knowledgeable, important, and captivating. To customers, it shows that you are more interested in yourself and what you are selling than what they really need. Let your customers do the talking and offer simple responses to their concerns. There is a fine line between educating customers and inundating them.