Keep it simple

I just finished Wray Herbert's "On Second Thought", which discusses heuristics. Heuristics is the psychological term for the shortcuts hard wired into our brains. The momentum heuristic permits us to catch a ball without thinking. Heuristics affects our attitudes, beliefs and behaviors. The "fluency heuristic" is the source of the human tendency to seek out simplicity. In his book Herbert described a study where a group of students were given a recipe for egg rolls. One was written in a simple block print and the other in a decorative oriental script. When asked about how difficult making the recipe would be. the students with the simple print rated the recipe as easy to prepare, the ones given the fancy type version said it would be very hard to make. Keep this in mind when presenting to a customer. Use analogies to simple things that the customer is already familiar with, use simple words, and simple graphics to get your point across. Keep your recommendations simple. Research has proven what sales people have known for a long time--the simpler you make things, the more you will sell.

Keep Smiling, Keep Selling!

Thanks Jim Busch