The art and science of explanation of our product to the customers

Promoting Entrepreneuralism

Angono, Rizal   PHL   |  June 30, 2013

Effective Explanations by Lee Leefever from HBR | June 18, 2013

The post makes reference to the movie starring Alec Baldwin who utters the famous ABC "Always be Closing (Glengary Glen Ros).  Lee thinks it is not that simple.  It does not happen that way.

ABE would be more appropiate.  "Always be Explaining" Our explanations are often so tribal that we fail to look them and examine how to make them work better.   Lee calls it "Curse of Knowledge" from the book of  Chip and Dan Heath Made to Stick.  Businesses and sales person never explain well enough that prospects are lost/run away.

Some advice:

1.  Let the customer dazzle you not the other way around.  If you must dazzle them, dazzle them with clarity.

2.  Introduce the forest and then the trees;  explain the context/background on why the product is needed.

3.  Add details sparingly, so as not to confuse the prospect.   Agree on some key points and then provide info as their asked for.

4,  Your audience is human;  employ more stories

5.  Use less copy;  use more pictures/photos -  a picture is worth a thousand words.  In powerpoints presentation, use more pictures.

6.  Focus on the why.  For everything, there  is a reason.

7.  Your job is to inform smart people;  make them feel important avod talking down to them. Talk with them