by Jody Euloth
T hese days, we have so many options to choose from and too many decisions to make. Don’t you sometimes wish decisions were made for you? There’s nothing better when decisions are made easy. It is satisfying and refreshing when there is no doubt or hesitation because you just know it’s right. I have a close friend who is great at planning things. Though she has a successful career in insurance, I swear she was an event planner in another life. When it’s time for a girls’ weekend away, we collectively brainstorm all the destinations of interest. Once we’ve narrowed it down to our top five, we leave it up to our friend to do all the research and report back with the best options. She typically gives us one, maybe two options. She knows us well enough that if we have a choice between Paris, New York, Toronto, Atlanta or Las Vegas, we would never decide. Or it will, most definitely, take a lot longer to agree. To avoid delay and confusion, she presents the best possible option and makes a great case for it. She presents why it’s a great opportunity to go, the dates that offer the best pricing on flights and accommodations, events that are happening in the city during that time, and a restaurant with a vibe she knows we will enjoy. She always presents a strong case and then, kindly offers to book the trip for us. And all we have to do is show up at the airport. How easy is that? It’s a done deal and the trips always exceed our expectations. The same strategy goes when presenting solutions to your prospect. After completing the proper discovery sessions with your client, you should know the best solution and offer it. And as the expert, you must confidently and convincingly present the benefits and differentiators of choosing this option. Failure to clearly communicate and demonstrate this can lead to consumer confusion, in turn, having a negative impact on the sales cycle.
Consumer confusion stems from information overload and leaves room for your prospects to make imperfect purchasing decisions. It leads to reduced sales, reduced satisfaction with purchase and insecure decision making. With too many options, it can be very overwhelming making it difficult for your client to comfortably say yes. This confusion steers them in the wrong direction and makes it easy for them to opt out of deciding. It will stall the sales cycle and you will potentially lose the sale completely. When it comes time to present your proposal, deliver one strong option with confidence and make sure it’s the best option for your client. You can offer a few options, especially regarding price points, but make sure you vocalize the option you think is best and why. Information overload triggers insecure decision making, which can lead to buyer’s remorse. If anything happens after the purchase that does not meet or exceed your client’s expectations, it will have them thinking they made the wrong decision and should have chosen one of those other options. Let’s make it easy for one another, shall we? It’s our duty to help one another in offering solutions to problems and in articulating this in a persuasive way. I know I appreciate it when someone makes my decisions easy, and your clients will to. Now, time for me to get after the girls for another trip to explore a new destination. Enjoy your solution selling and stay dynamic. •
AVOIDING SOLUTION OVERLOADING YOUR CUSTOMER
Jody Euloth is the CEO of The Mesh Media Network and Founder of The Dynamic Soul of Selling . She helps entrepreneurs, business and sales professionals and creative visionaries get over their fear of selling so they can generate more revenue and make a bigger impact in business.
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SPOTLIGHT ON BUSINESS MAGAZINE • AUGUST 2019 JULY 2019
15 AUGUST 2019 • SPOTLIGHT ON BUSINESS MAGAZINE
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