Keep It Simple

Selling does not need to be complicated to be good.

I have to remind myself of this more often than I'd like to admit.

It's easy to lose sight of simplicity when you're constantly surrounded by people trying to convince you they're smarter than you are. There's always a new framework, a new methodology, a new tool that promises to unlock the secret to selling better.

That’s what social media is these days.

And look, some of it is good. Some of it is genuinely helpful. But a lot of it is noise dressed up as insight.

I had a discovery meeting this week that didn't go as well as it could have, and it was entirely my fault. I overcomplicated it in my own head.

I was trying to sound smart and make a strong impression, and in the process, I missed some of the basic tenets that would have gotten the job done.

I know better. I teach this stuff, and I still got in my own way.

It's humbling, but it's also a good reminder. The fundamentals aren't beneath you.

The moment you think you've graduated past them is the moment they'll remind you that you haven't.

Don't worry about being cute. Worry about getting the job done.

Something James Clear said in his Masterclass stuck with me when I watched it this week.

"Most people are looking for motivation when they really need clarity."

Clarity is knowing what needs to happen next.

When you're clear (pun not intended) on the next step, it’s easier to get motivated.

When you're not, you spin. You overcomplicate.

Then you mistake confusion for complexity and assume the problem must be harder than it is.

Complexity sounds sexy in theory, but more often than not, clarity works.

Most sales are not that complicated. There just aren't that many motions you need to be concerned about.

You need to understand someone’s motive to buy. You need to understand what's influencing their decision: the pressures, the timing, the politics, the risk. You need to figure out the most straightforward path to help them get there.

That's about it.

Look, if you’re trying to coordinate 19 decision-makers across three departments with different budget cycles, then yes, “simple” doesn’t quite describe your situation.

But frankly, that’s not how most of us sell, and the ego trip of making things more complex than they need to be is tripping up more of these sales than it should.

This last call didn't go as well as it could, but I took some real lessons away from it, and there will be another one.

There's always another one.

Cheers,
JB

PS- My friend Gina Trimarco just launched her book this week called The New Choice Effect. It’s based on an improv game she’s been playing/teaching for years, and she’s woven the concept through personal stories and experiences throughout her life.

It’s about making fast decisions and not overcomplicating things- very on-brand for this week’s piece. The Kindle version is $.99 through Thursday.