“If you can’t explain it simply, you don’t understand it well enough.” Albert Einstein A lot of people feel the phrase “dumb it down” gives the impression that an audience is slow or not smart enough and so they avoid using it. But the truth is dumbing it down or explaining something in a way that the audience in question will understand is the most reasonable thing to do and it’s something that we have come to appreciate and use a lot. Communication only occurs when the person or people you are talking to understand what you’re saying so speaking in a language that they don’t understand obviously defeats that purpose. As a matter of fact, a lot of people are now grateful for the fact that we make things easier to comprehend. If you run a business but you just can’t sell or perhaps you can sell but you can’t sell as much as u think you ought to, then this dumb it down book is definitely for you. Selling is something that a lot of people talk about but very few understand what it is and even fewer people have been successful at practicing it. This isn’t because these people are dumb or slow, it’s, in most cases, because they haven’t been taught how to sell in a language that they understand. Humans generally are creatures of habit. A study once revealed that families usually purchase the same products again and again which makes up the vast majority of their everyday necessities. The ability to successfully sell your services or products to those who may not even need it at the point of purchasing it from you is crucial and I mean very crucial when running your own business. If you are not adept at selling or you feel uncomfortable selling, you will most likely fail. Take a good look around you and you’ll see that all the successful business owners are good salespeople and they are good sales people largely because they understand the nuances of what they do. So in this series, we’re going to help you understand it too. If you’re like most business owners out there and selling sounds like rocket science to you, we’re going to dumb it down and make it easy to sell anything to anyone even though the market place is crowded.