Stop Teaching Calculus to Canaries:
Simplify Your Sales Message to Sell More
Why Over-Explaining Kills Sales, and How to Craft Messaging That Closes Deals
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Why Over-Explaining is Costing You Sales: How to Simplify Your Message and Win More Deals
The Canary Test: Are You Talking Yourself Out of Sales?
Imagine standing in front of a canary and explaining calculus. You go on about derivatives and integers, while the bird tilts its head and chirps. It’s not that it doesn’t appreciate your effort; it simply doesn’t understand or care.
That’s exactly what happens when you over-explain your brand, offer, or value proposition. Your audience tunes out, nods politely, and mentally flies away. The moment you start justifying, rationalizing, or breaking things down in excruciating detail, you lose them. They might be listening, but they’re no longer hearing.
Or buying.
But first, a story:
Why Over-Explaining Leads to Lost Sales
Years ago, I was invited to pitch a major branding campaign to a Fortune 500 company. My team had put together an elegant, powerful presentation. The visuals were strong, the messaging was tight, and we knew we had something special.
The CEO was engaged, nodding along as we presented. But then, one of their senior executives leaned forward and asked about a tiny detail, something insignificant in the grand scheme of things.
Eager to impress, we answered. And answered some more. And we kept answering. What started as a simple response turned into a detailed explanation, a breakdown of our process, and a deep dive into the logic behind our creative decisions.
By the time we finished, the CEO had stopped nodding. The energy in the room had shifted. The executive who asked the question looked satisfied, but the rest of the team looked exhausted.
The CEO had been ready to say yes. But the moment we over-explained, we made him hesitate. We turned confidence into confusion, and the deal slipped away just like that.
Later, one of their marketing directors confided in me, “The CEO was ready to sign. But when you started explaining so much, he doubted himself. He figured if it was that complicated, maybe it wasn’t the right fit.”
Simplicity Sells, Complexity Repels
We didn’t lose because our work wasn’t great. We lost because we over-explained it. Instead of letting the power of our idea stand on its own, we started teaching calculus to canaries. And the moment evaporated.
Your audience wants clarity, not complexity. They want to understand your value quickly without feeling like they need a Ph.D. to get it. When you over-explain, you shift the conversation from persuasion to justification. Instead of building confidence, you plant seeds of doubt.
The Science Behind Simplicity in Sales
As Seth Godin reminds us, “simplicity isn’t easy—it’s deliberate.”
Research from Harvard Business Review shows that the more complex a pitch, the harder it is for buyers to commit. When information feels overwhelming, decision-makers default to inaction. This is exactly what happened in our pitch meeting—the CEO went from certainty to hesitation simply because we made the decision feel too complicated.
How to Fix Your Messaging Strategy
The best brands, salespeople, and leaders know how to distill their message into something simple, compelling, and easy to grasp. They know how to paint a picture that connects emotionally, not just intellectually.
So the next time you’re tempted to explain every detail, stop. Ask yourself,
“Am I making this clearer or just making it longer?”
If your answer is the latter, take a breath, step back, and trust that your message is strong enough to stand alone.
Or, as my friend, the great humorist Tim Gard, says about the jokes he writes,
“If it doesn’t add, it takes away.”
Need Help Clarifying Your Message?
I help companies sharpen their messaging and turn complex ideas into powerful, persuasive brands. If you’re planning a conference and want your audience to walk away with a clear, actionable strategy, let’s talk. My 2025 and 2026 calendars are almost full, so let’s make it happen quickly.
Don’t overthink it. Reach out today.
Thank you for this thought provoking commentary, Bruce. I am a scientist who makes presentations to both lay and scientific audiences. I think your points have applicability beyond sales and extend to most communications to audiences who are not already experts in the field.
Thank you, Michael. I appreciate your kind words, and I hope that I get to hear you one day somewhere out there on the speaking circuit!
I agree with simplicity, but the big question is: How do you handle the SVP’s question: blow it off?
geo
That’s a great question, George.
It’s what I learned when I was on TV and what most politicians, celebrities, and entrepreneurs need to learn if they’re going to survive incisive interviews: React, Respond, and Redirect.
Welcome the question, give a quick, decisive answer, and move the conversation to an area you want to discuss and focus on.