Sure-Fire Way #1: Too Much Data

How many times have you been ready to make a purchase and when shopping find yourself totally overwhelmed with too many choices? You leave the store empty handed because you became confused and distracted by too much information and too many alternatives.

Most sellers think the more compelling evidence, statistics, research, and comprehensive findings they can cram into a sales presentation, the better. In reality, that type of information can actually do more harm than good. Every person has a saturation point for new information and it varies from person to person. Any new information requires a certain amount of focus to comprehend and is taxing on the brain. Once a person’s ability to focus, listen intently, apply and retain new information reaches a certain limit, their brain shuts down for a while to rest.

Don’t kid yourself; during that time most people will be nodding their head as if in agreement, but not really listening at all. Not until something compelling sparks their interest will their brain re-engage and focus again on what the presenter is saying. Some sellers use too much data to cover up the fact that the product or service they are selling really lacks substance. They think they can mask it with so much data that the data alone will sell their product. Savvy buyers are sensitive to this practice and become wary when a seller tries to overwhelm them with data and research instead of focusing on the prospect’s critical business issues and how to solve them.

Best Practice on Data:

• Less is more…leave them wanting and asking for more information
• Relevant data to a specific client’s needs is best…it’s not about YOU and what you think is great…it about the customer. How does the data help THEM?
• One size does NOT fit all. Stop sharing the same busy slides full of data in every presentation. Yes, it’s easy to reuse the same presentation on every buyer, but every encounter with a new prospect or buyer provides a unique opportunity to create something special just for them. They will see that you are addressing their unique situation and this will be a big differentiator for you

Sure-Fire Way #2… tune in tomorrrow!