Don't make me think

Are you making the buying process hard for your buyer?

Potentially.

Why? Well, it's especially hard with complex consultative or high-ticket solutions.

It's easy to get lost in sophisticated strategies and clever sales tactics.

But sometimes, as sellers, we need to remember a foundational rule ...

Keep it simple for the buyer.

And the thing lots of us forget is that we, the sellers, need to be doing the heavy lifting in the relationship.

Too often, we assume buyers can, or are willing to, bridge the gap between their needs and our solutions.

Because when we rely on buyers to piece things together, we risk losing their attention, missing opportunities, and creating friction in the decision-making process.

In B2B sales, clarity and simplicity are golden. Instead of relying on buyers to interpret our offer or "connect the dots," we must present them with a clear path forward - a solution that feels so accessible, relevant, and easy to understand that they don't have to think twice.

Making buyers do the work.

One of the most common pitfalls in B2B sales is expecting the buyer to do too much. This often happens when we use the same approach for outbound and inbound prospects, expecting them to understand our offering at the same level.

But outbound prospects are at a very different stage in the buying journey. They likely haven't done extensive research, don't have a solid brief, and may not yet be aware of their full range of options.

Inbound leads, by contrast, usually arrive with a clearer understanding of what they're looking for; they've done their research and may have a shortlist in mind.

But with outbound prospects, the onus is on us to articulate how we fit into their landscape. If we fail to do this, we risk losing them to indecision or to a competitor who made the buying journey smoother.

Think about the outbound prospects we bring into the funnel. Are we expecting them to wade through a sea of information or decipher jargon to understand how we can address their needs?

Are we tossing out product features without relating them directly to the prospect's pain points? If we're not actively guiding them, we're likely losing them at the first or second touchpoint.

When we don't give the buyer something to buy

Another mistake commonly made is failing to give the buyer a tangible solution.

Yes, something specific they can buy. And this applies to any stage of the funnel.

We may be hunting for a "brief," asking them to identify their own needs, or providing an open-ended pitch that lacks structure. In these cases, we're asking the buyer to connect the dots and figure out where we might fit in, which introduces cognitive load and unnecessary complexity.

For example, let's say you pitch a new service without breaking down its benefits or showing how it directly addresses the buyer's key challenges.

You leave them with a vague understanding of how it might fit rather than a clear path to see it as the answer to their problems.

The result? They're left with unanswered questions, lots of potential objections, and no clear solution. There are just lots of conversations and reference points. But nothing tangible. And, in many cases, they walk away.

Clear, productised solutions that address buyer needs

The answer is to focus on delivering easy solutions for the buyer to understand and say "yes" to.

1. Tailored solutions to address specific problems

• Your pitch should always be tailored to the buyer's pain points and objectives.
• Clearly outline how your solution addresses their needs with specific features and benefits.
• This doesn't mean a generic list of product attributes; it's about framing each feature in terms of how it solves a particular problem the buyer has expressed or is likely to have.

2. Gateway products as early anchors

• Introduce "gateway products" early in the sales funnel.
• These are smaller, easy-to-understand offerings that help further qualify the prospect while giving them a preview of what working with you could look like.
• Gateway products serve as an entry point, making the process feel manageable and practical for the buyer.
• Gateways are a great way for the buyer to get comfortable with your offering without the risk or commitment of a larger contract.
• This also gives you valuable insights into their responsiveness and level of interest.

3. Productised solutions with clear "t-shirt sizing"

• Consider offering different versions or "t-shirt sizes"—small, medium, and large versions of your service for more substantial solutions.
• This allows prospects to see what's possible and aligns their specific needs with your offerings.
• Offering a spectrum of options makes it easier for the buyer to commit because they feel empowered to select a solution tailored to their scale and budget.

4. Anchor the buyer to a tangible offering

• An anchored offering helps prevent deals from stalling.
• When you anchor the buyer to a specific product or package, you move the conversation from "should we?" to "which one should we choose?"
• Shifting the focus to choosing a size or package creates momentum in the buying process.
• This prevents deals from stalling and avoids the risk of the buyer feeling overwhelmed or unsure about moving forward.

The power of a smooth, buyer-centered sales process

Ultimately, the goal of any sales effort should be to make the buying journey as smooth and easy as possible.

By focusing on tailored, clear solutions and removing the guesswork for the buyer, we create a frictionless experience.

We allow them to focus on the impact and value of the offering rather than getting bogged down in the details.

Remember, in B2B sales, clarity wins deals.

Let's wrap this up

In sales, one of the most powerful tactics is simply not making the buyer think.

And let's not forget who the important person is in the buyer/seller relationship. It's the buyer. Not the seller.

By presenting clear, productised solutions and using tools like gateway products or anchored options, you make it easier for buyers to envision the path forward.

When buyers don't have to work hard to connect the dots, they're more likely to make confident decisions.

So, take the heavy lifting out of your sales process, let the solutions speak for themselves and pave a clear path for buyers to say "yes."