You’re watching the Super Bowl when one of those unforgettable commercials comes on. You grab your sides with laughter. How do they come up with these things?
The next day everybody at work is talking about that great ad for…for…
What the heck WAS the product?
We’ve all seen those ads—so much wall-to-wall cleverness and funny characters that there’s no room in your head to notice and remember what should be the one thing that three million bucks was supposed to achieve: the name of the product.
The same thing applies to the sales process. Who hasn’t seen a salesperson, fresh from a seminar on cross-selling, suddenly spread a dozen different account options like a Japanese fan in front of the poor customer, whose expression falls into a blank and frightened stare?
Why shouldn’t it? She can’t process all of the variables at once, and she doesn’t want to make a decision she’ll regret, so she goes into defensive mode to keep from making a mistake. People want to spend their money wisely, and it’s harder to think clearly about one option when it’s in a forest of others. So she stammers something about needing […]