One of the biggest mistakes in selling is not making easy for a customer to make a decision.

That’s some of the advice from Mahan Khalsa, vp of the Franklin Covey Sales Performance Group, in an interview in this month’s Sales & Marketing Management.

I found two points especially interesting.

1. The sales reps job is no longer getting information — or simply developing relationships; it’s about providing intelligence and insight to the prospect. (I’d add that most of marketing should be focused on this today.)

2. Most sales presentations don’t make it easy for the client to buy. We forget to address: what does the client need to believe, intellectually and emotionally, to comfortably and confidently make the decision?

Khalsa’s advice:

• Start with the end in mind. Within the first few slides the client should know what decision you want them to make.
• Identify the 3 -5 beliefs that the decision makers need to check off to make the decision, then organize what you say to address those beliefs.
• Gain a decision on each belief after address it vs. waiting until the end for Q&A. When the beliefs supporting the decision have been successfully addressed, the final decision is much easier.