I get seriously concerned when I hear people talk about how confusing and complicated it is to sell. The truth is, people who claim that sales is this mysterious, convoluted process are usually either confused themselves or—let’s be honest—using that complexity as a smokescreen to hide behind their poor results. They make it sound like you need some kind of advanced degree to succeed in sales. But that’s not true, all right? Sales is simple.
Now, I’m not saying sales doesn’t have its challenges—of course, it does. You’ve got to prospect, build relationships, and close deals. But none of those things are rocket science. It’s about talking to the right people, understanding their needs, and showing them how you can solve their problems. Pretty straightforward, right? So why do so many salespeople make it harder than it needs to be?
The Trap of Over-Complication
Let me tell you what I’ve seen time and again: salespeople often overcomplicate things when they feel like they’re not performing well. They’ll spend hours tweaking their CRM, refining their pitch to the point where they’ve forgotten what they’re even trying to say, or drowning in research without ever making a call. They convince themselves that they need to know every little detail before they can pick up the phone or send an email.
But let’s be real—none of that matters if you’re not putting in the effort to connect with potential clients. A perfect script or a beautifully crafted email template won’t do a thing if it never actually reaches a prospect. Complexity becomes an excuse, a way to avoid the real work. The best salespeople know that success doesn’t come from creating the perfect plan—it comes from taking action, even if that action isn’t perfect.
Keep It Simple: The Basics of Sales
Here’s what sales comes down to, plain and simple: Find the right people, have a real conversation, and offer a solution to their problem. That’s it. It’s not about knowing every feature of your product or crafting the most intricate pitch. It’s about listening and solving problems.
Think about it like this: If you’re talking to a prospect and you’re busy reciting every feature of your service like a robot, you’re missing the point. Your prospect doesn’t care about all those details—they care about how you’re going to make their life easier. So instead of overloading them with information, ask them questions. Figure out what they need, and then show them how you can meet that need. Keep it simple, and you’ll be surprised at how much easier the conversation flows.
Simplicity Isn’t Easy—It Takes Discipline
Now, I’m not saying simplicity means taking shortcuts. In fact, it can be harder to keep things simple because it requires focus. It means cutting through the noise and zeroing in on what really matters—building relationships and understanding your customer’s pain points.
Let’s get practical. You don’t need a 20-page sales script or a pitch deck that’s more complicated than a NASA launch plan. You need a clear value proposition, a basic understanding of who your ideal customer is, and the willingness to reach out and have a conversation. Focus on those fundamentals, and you’ll find that the rest falls into place.
Why People Complicate Things
So, why do so many people make sales harder than it needs to be? Part of it is fear—fear of rejection, fear of failure, fear of not being good enough. When you’re worried about hearing “no” all day, it’s easier to convince yourself that you’re not ready yet, that you just need to polish your pitch one more time. It’s a way to avoid the discomfort of reaching out to strangers and risking rejection.
Another reason is that complexity can feel like progress. It’s easier to get caught up in the process of refining your approach than it is to face the reality that you haven’t closed a new deal in weeks. But here’s the truth: busywork is not the same as productivity. It might feel good to tinker with your CRM settings or spend hours on market research, but if you’re not actually talking to prospects, you’re not selling.
How to Break Free from Complexity
If you find yourself getting caught up in the details, here’s a simple challenge: Stop, take a breath, and ask yourself, “What’s the next action I can take to move this deal forward?” Not the next perfect action—just the next one. Maybe it’s picking up the phone and making a call, or sending a quick follow-up email. Focus on doing the basics well, and you’ll see that you don’t need a complicated strategy to start closing deals.
And if you catch yourself overthinking, remember this: Sales is a game of conversations, not calculations. The more people you talk to, the more chances you have to close a deal. And when you focus on those core activities—reaching out, following up, asking questions—you’ll start seeing results.
Simplicity Wins Every Time
At the end of the day, sales success comes down to mastering the basics. If you can select the right targets, make genuine connections, and offer real solutions, you’ll be ahead of the game. Sure, there are tools and techniques that can help you along the way, but they’re just that—tools. They’re not a substitute for the real work.
So, the next time you catch yourself getting lost in the details, remember: sales is simple. It’s about taking action, having conversations, and helping people solve their problems. Keep it simple, focus on what matters, and leave the over-complication to your competitors. While they’re busy perfecting their process, you’ll be busy closing deals. And that’s what it’s all about, isn’t it?
