The Seductiveness of Simplicity

One of the consumer trends identified recently in a survey by the Harvard Business Review is a demand for simplicity. This is a challenge for salespeople who were taught the skill of 'muddying the waters' to make it harder for customers to make 'simplistic' A-B comparisons. This, inevitably, lead to unnecessary complications...differences just for the sake of differences.
Earlier this year, at the height of the Global Financial Crisis, a quote was made that "unnecessary complication is fraud!" (I apologise that I can't remember who said it).
Customers want the 'muddied waters' clear - so they can see the bottom (line). The one who will get the sale is the one who can make their choices clear...not complicated. Of course, it is possible to 'oversimplify' which will probably result in the customer choosing the lowest common denominator (generally, the cheapest); but allowing a customer to make clear comparisons of competitive strengths and weaknesses is what will win the business. This way, you are not so much selling as acting as a buying advisor. You are seen as an industry expert (because you know not just your own products but also your copmpetitors' well enough to create those clear comparisons). This will build credibility, trust and loyalty.