- Overwhelm the client when they are trying to listen to you and keep up with the visual presentation.
- Completely turn the client off to any possibility of buying your product.
The University of Iowa had some eye-opening findings of how people become overwhelmed. First, there were two groups of students; one group got a short (2) list of numbers, and one got a long (7) list. Each group had to remember their numbers and then took a brief lunch break. At lunch, they are all offered either fruit salad OR chocolate cake. The first group that was required to remember two digits mostly chose the fruit salad (good). The long digit group, the majority chose the cake (bad decision).
So, what does this have to do with selling? When we overwhelm a client with too much information, and ‘datadump’ them with figures and fact, we give them too much to think about. When the mental burden is high, clients make a bad decision or no decision at all.
When the mental burden is low, they can make a more informed decision. You’re less likely to get a client who makes your life harder because they made a rash decision or an “I’ll think about it”. What the client really wants is an easy decision, and your job is to simplify the message. We want to give them the 2 digit list, not the 7 digit list.
Use these guidelines to deliver your message without overwhelming your client:
- Whatever your presentation style is, find a way to clarify and condense your message
- Always emphasize three key points - anything beyond three and you’ll lose them or they’ll forget your most important points.
- If you have a clear message, tie it their situation. How can your product tie into reducing costs, expanding market share, or increasing revenue?