Why Explaining Kills Sales
There is a fundamental difference between the learning moment and the decision moment, and most business owners collapse them without awareness. In a learning moment, additional context can help. You are building understanding, exploring options, gathering perspective. The goal is comprehension. But in a decision moment, extra context creates friction. The goal is not to understand more. The goal is to choose. When you introduce more variables at the decision point, you are not clarifying. You are asking the prospect’s brain to do more work.