More is more
More words, more convincing, more self-investment in the sale, more excitement, more proof, more references, more… noise. Just because you use more words and make things more complex, what really happens in the head of your customer is that they get overloaded with information. When they’re at this stage, all they have is “too much to figure it out”, and it automatically translates into “more risk”. When things feel risky —unless you’re an adrenaline junkie—you’ll default to the way things…