B2Bridge

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According to Everett M. Rogers research on the diffusion of innovations, "the complexity of an innovation, as perceived by members of a social system, is negatively related to its rate of adoption". In my words, presenting a new offering in clear terms, increases the interest of the potential clients in your offering. Or, when potential clients understand what you are offering them, they are more willing to buy. At least that means we should nominate "clarity" as an important enabler of the sales process. But, does this mean the customer perceives clarity as part of the offering's value?

Yet, in the same time, a clear offer and brochure help the customer gain time with the mere understanding of the offering. It reduces the need for specialised advice and long meetings with technical experts. Reducing time and effort is perceived as value. So in this sense, I indeed consider "clarity" in an offering as part of the value of the offering as perceived by the potential customer.

And there is more. Clarity reduces the perception of risk associated with the decision of buying the offering. And that increases the likelihood of the purchase. Shouldn't we consider the reduction of the perceived risk as part of the value of the offering?