Confused People

I read this statement in a business book not long ago and it has stuck with me ever since.

Confused people don’t make decisions.

If you know where this quote came from, please let me know in the comments.

This is a statement I reflect on often when conversing with clients, or reading sales pitches. When what you are offering or saying is unclear, your prospect is not going to make the decision you want them to.

This is part of why I love the concept of sales funnels so much as a marketer. Not because we “control” the consumer but because it’s super crystal clear from the sales end what the intention and objective is at each step. What are their needs at this point and how can we meet them with an offer/idea/freebie/email/etc.

When someone responds with confusion, I consider that an opportunity to improve the funnel or improve my personal processes. I use several saved email templates for quick reference when managing customer support emails so I am not typing out the same thing over and over again.

At The Floyd Wickman Team, we call those CFUs (Client Follow-ups) and it has prompted me to create processes for each client I work with.

Asking clarifying questions is a great way to take a step back and make sure you have the information you need to help your prospect make a decision.

Seth Godin says “Everything is marketing.”

Every point of contact you have with someone in your funnel is marketing. Either positively or negatively contributing to their experience with your brand. Make it count and use “confused customers” to improve your pipeline.

Thanks for reading.

-A