Clarity in the sales process IS the sale!
Make it confusing = customer ignores you or moves on to buy from someone else.
Selling really is this simple. But, we make it more complicated all the time. I understand that some products or services are complex. Honestly, that doesn't really matter.
If the seller is transparent (demonstrates trustworthiness) the buyer will pick up the cue. It is easy to be clear when you are trustworthy.
Is it somewhat scary for the seller to be vulnerable? Absolutely!
Is it necessary in order to be overwhelmingly successful in any type of sales. Yep.
Often, the scary part for sales people is they don't want to be transparent enough to allow clarity to happen, so they skirt issues, they mitigate their speech, or use industry jargon for cover. The adage goes - if you can't convince them, confuse them.
Customers, not wanting to be 'taken,' are on guard all the time. They'd love to be open, but experience has taught them not to say too much for fear of losing leverage.
If you've ever had the pleasure of a transparent sales person, you know the comfort that feeling provides. Start building an organization of transparent sales people today. Your customers and your bottom line will thank you for it.