Practical Sales Training™ > How People Work > Recomplicate

What is it?

Sometimes when you’re explaining something… you can make it sound too simple.

And this can be a problem as it makes your buyer feel like they could do it themselves… when that’s not strictly the case. For that reason, we need to “recomplicate” our explanation to ensure we are conveying the complexity of the work we do and problem we solve.

Why does it work?

It works because when you are too high level it can give an (incorrect) indication of simplicity which can be misleading and cause issues.

Being specific about the problem we solve and how we do it can convey the level of expertise and ability that makes buyers realise that DIY is simply not an option…

How can you use it?

There are 3 ways to do this:

Detail the problem you solve and name it.
Explain, visualise and name your methodology/approach
Talk about common pitfalls and problems that DIY can cause.

Hypothetical Example:

A marketing consultant tells a prospect:

“I help businesses get more leads online.”

This sounds simple and generic, leading the buyer to think, “I could just run a few Facebook ads myself.”

Instead, the consultant “recomplicates” by saying:

“I specialise in diagnosing lead-generation gaps using a 5-point Conversion Framework™. We analyse everything from audience targeting to ad sequencing and landing page psychology to ensure your cost-per-lead is sustainable. Many businesses try to DIY this, but without the right testing methodology, they waste money on ads that don’t convert.”

By naming their approach, explaining the process, and calling out common DIY pitfalls, the consultant reinforces that this is expert work, not something easily replicated.

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