Last week I met up with an old friend of mine at one of the local cigar retailers. The store was having a little get together for their customers, which basically means they had one of the manufacturers reps there, and they featured a discount on that brand of cigars, for anyone making a purchase that particular evening. I hadn't seen this guy in a long time -- we used to do a lot of business together years ago -- and even though he's a lawyer, it was still nice to get together with him again. Anyway, when I walked into the store, I was immediately given a ticket for the evening's drawing, and then straight away into the sales pitch. It went something like this: "If you buy La Gloria Cubana cigars, you get one free, and then you'll get another ticket for the drawing... But if you buy a box, you get 10% off, and then you'll also get a discount on your next purchase, plus you'll get 8 or 9 coupons extra, depending on what box you buy... The free cigar isn't available here, you get it from the girl behind the counter over there when you pay... now if you buy one of these 3 boxes over here, you get 9 coupons and a..." Ay..yai..yai! At this point, I told the guy he needed to make things simpler for me, that he was giving me an information overload. And see, sometimes, that's exactly what happens when you give your prospects too many choices to choose from, instead of, for example, offering them "This" or "That". Period. Because when your prospects become overloaded with more information than they need, you know what happens? Exactly -- they get put off and then wind up doing nothing. So whenever your closing, remember to make it short... And sweet. Now go sell something, Craig Garber
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