Is Your Sales Process Making It Harder For Customers To Buy?

Today I have an assignment for you that comes in two parts.

Part One: Chew on the phrase “cognitive strain” for a bit. Consider how complexity stresses out your customer and makes it more difficult for them to make a purchase decision.

Think of a customer you dealt with recently that was overly anxious and visibly frazzled; then think about how hard it was for that customer to make a decision.

Part Two: Think about your own sales presentation, and try to identify potential contributing factors to your customer’s mental strain. What is it about your pitch, your presentation or your process that causes angst for buyers?

Is it financing? Is it terms? Is it uncertainty? Brainstorm every possible pain point in your presentation.

I’m not even going to tell you Part Three. I think you’re smart enough to figure that out for yourself.

Just know that your customers have a mental shortcut that you want to know about. Your customer believes that Easy = Right. By contrast, complex feels wrong.

Make it easy for your customer to buy, and you’ll change their world.