Whether you’re talking to your client, colleague or child, when you lose their attention, you lose the connection.
Then you lose the sale, or the buy-in, or the mutual agreement.
⚠️ You lose.
The Jam Tasting Study
Yes, I know you haven’t been to a jam-tasting lately! While this study used jam (go with it), it’s been replicated with other items like wine and beer.
Premise:
- 100 people are asked to taste jams.
- There are 40 bottles of jam in one area and 6 bottles in another area.
The outcome: More people favor the table with more tasting opportunities.
BUT, which table had more sales?
- 40 jams to taste: 3% sales.
- 6 jams to sample: 30% sales!!
Bottom line:
- ⚠️ A confused listener tunes out.
- ⚠️ A confused buyer says no.
Confusion creates noise. Confusion causes mental fatigue. Confusion defaults to a “no”.
How does confusion negate your messaging?
- ⚠️ When you say too many things, your main value gets buried.
- ⚠️ Listeners refuse to burn extra energy trying to figure out what you’re talking about.
- ⚠️ The automatic response is rejection.
The antidote to confusion
- ✅ Stop giving us so many options.
- ✅ Be very clear on your brand and what you want.
- ✅ Less is more.
During this week of endless Zoom calls, I will try to:
✅ Give fewer options;
✅ Be very clear about my message and what I want; and
✅ Remember that less is more.
Enough said. Thank you, Karen, for this blog post!
Esther – You confuse, you lose! Give your clients 3 choices. That’s it. Or even fewer!
Thanks for your comments!