If you cannot explain it simply enough: you do not understand it enough.


Define success
If you cannot explain it simply enough: you do not understand it enough.

October 8th a picture of this statement was located in my feed section of LinkedIn. I looked at it and smiled immediately. My thought is how true this statement is and how it cuts right into the problem that most sales people have with their products, service and most importantly mission statement. The simple yet effective statement is: and I quote “If you cannot explain it simply enough, you do not understand it well enough”. I wish I knew who to give credit to for the statement, the person that posted it never gave credit.

A core belief that I share with sales people in the construction trade service communication is at the center of all misunderstandings. These misunderstandings look like debates, us against them, indifferent, a duh look, argumentative, wrong, walking in a wrong door, or just get out of here. It can mean the customer believes you do not understand their issue.

Frequently the service provider has this mentality that the customer is about to rip them off, or trick them into lowering their price. It may appear that the customer is questioning their intelligence or ability to perform the work. There are a number of ways a customer can make the service provider feel as if they lower than the customer or not as smart.

It can be as simple as using I think this should take care of the issue you are experiencing. The customer looks at the service provider thinking if they only think that can take care of the problem and I am spending 500 dollars why would I want to take that risk. So the customer tells you that you are insane and that is too much money. You become defensive and tell them they are a goof ball. There is a statement in Cool Hand Luke that states there is a failure to communicate. This is exactly what the problem is between buyer and seller no one is asking the questions that are floating in each other’s mind and I must point out aimlessly or without purpose.

If you cannot explain it simply enough, you do not understand it enough. When we break down this simple deal breaker sentence you should understand exactly what your responsibility is as a seller to the buyer.
If you cannot explain it simply enough =
You must be able to break this down where the customer and any other person listening can understand exactly why you do what you do, what you do, and finally how you will be doing it. Defining this in simple terminology you must use terminology that the customer and those who are listening understands and there is no ambiguity in your words. There is no doubt your solution is the right solution and is the customer’s best choice. You have taken the time to explain in terminology the customer understands why the product broke down. Then you will explain exactly how to prevent it from happening in the future.

You do not understand it well enough =
This does not mean you as a service provider does not know or understand the solution. Frequently service providers believe the customer is questioning them on the solution provided. The reason they are thinking in those terms is due to the customer asking or stating statements that are often out there in space somewhere and has nothing to do with the real question. What you are misunderstanding is the customer and their thought process.

Due to the service provider getting defensive and thinking the customer is second guessing them, the next step is a step of not wanting to help the consumer. Discover why a customer makes the statements they make and you will discover a conversation did not take place that was easily understood.

Decide today to start holding a conversation with a customer. Start asking questions that have a purpose and will give you answers covering or unearthing the customers wants needs, what has happened in the past and what they would like to get accomplished today. We waste the customer’s time by asking questions without a purpose and questions that bring us no closer to finding out more about them or how they use a certain product. They are what I call time killer questions.

Decided today to find a way to ascertain the customers life style and what they would like from their products by detecting the way they use the product and then give them a product that will serve them so much better than the one existing.

Once you understand why a customer is acting and reacting a certain way you can now control the situation and circumstance with answers that make sense to the consumer. There are numerous ways to explain choices the customer has and help them make the right choice.

Decide today to explain it simply well enough due to understanding it enough.

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Practice Better Business

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About practicebetterbusiness

Author of Outside the Business Box: All about Sales Build a better you and increase your earning potential

Posted on October 8, 2014, in How to sell HVAC, How to sell plumbing, HVAC sales, practicebetterbusiness.com and tagged , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , . Bookmark the permalink. Leave a comment.

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