Consumers, whether individuals or businesses, are overwhelmed with a barrage of information and choices. As a result, they often shut down and avoid the buying process altogether.

Use these questions to apply the information Russell provides to fit your organization:

1. Do we need to pare down our product and service offerings to a more manageable level so we can offer more complete, better-informed suggestions to our potential customers? How do we do that?

2. Once we have reached the decision-making stage, how do we simplify that process so that we don’t sabotage our sale by offering too many options or too much information?

3. How can we distill out marketing message down to the most important thought we want to communicate?