Why Simplicity Sells and Complexity Kills
Have you ever played the game called 'telephone?' The game starts with 1 person whispering a phrase into the ear of a person next to them, and that person whispers the phrase into the next persons ear in the circle of people. The message changes, most often because it is too long or complex each time it is shared in the game. By the end of the game, most often, the message is not the same as the initial message shared by the first person, as it makes the round back to the first player.
This scenario reminds me of the concept that 'simplicity sells and complexity kills' when it comes to sales and business development. Taking an approach simplicity not only creates an approachable environment for your clients but also streamlines your processes, creating a successful journey from introduction to sale. Most often, less is better, especially in todays world, where distractions from others, social media, the news, our smart phone, and even our own thoughts, are more common now than ever.
Why Simplicity?
There are many reasons that simplicity sells and why less is often better:
1. Ease of Business: Make it straightforward for others to do business with you. Reducing unnecessary steps or jargon in your process encourages prospects to engage without hesitation. Create simple and easy to follow and implement steps and processes that lead to success.
2. Clear Communication: Describe your products and services in simple, relatable terms. This clarity ensures that potential clients quickly understand what you offer and how it benefits them. Describe features and benefits succinctly. Differentiate yourself from the competition by being easy to follow and understand.
3. Concise Introductions: Have a simple elevator pitch ready. This brief yet impactful statement should capture your value and set the stage for deeper conversations. If your description of yourself, what you sell and what you do to help others is long, too detailed, and worst yet, boring - no one will be able to sell you to others.
4. Straightforward and Simple: Clearly outline how your product or service can be utilized. Simple, actionable steps empower and excite prospects to begin using what you offer immediately. Speak at a good pace - speaking to fast makes it difficult for others to follow you and and you lose attention fast when you do.
5. Speak Less, Listen More: Remember, the more you talk, the more likely it is you will lose your customer, client, or prospects attention. Ask questions, check for understanding, and remember, silence is golden.
Pitfalls of Complexity
Complexity, on the other hand, detracts from your goal by bogging interactions down with lengthy explanations and convoluted processes. It can leave others confused, and skeptical about you, your product, and service. It often manifests as:
- Long-winded pitches
- Hard-to-navigate business processes.
- Overly technical jargon that alienates your audience
- Confusing and poorly planned presentations
Tips to Simplify Your Sales Approach:
- Active Listening: Spend more time understanding customer needs rather than overwhelming them with information.
- Streamline Processes: Regularly review and cut out redundant steps in your sales funnel to make interactions efficient.
- Feedback Loop: Use client feedback to identify and eliminate friction points within their buying journey.
- Less is Better: Give your client, customer, or prospect a reason for a follow up meeting or discussion instead of covering everything in 1 meeting or presentation.
Simplicity not only attracts customers but also enhances their experience, leading to higher satisfaction and loyalty. By eliminating complexity, you create a path of least resistance for potential clients, encouraging them to choose you time and again.
