We business owners love to over-complicate things.

We think that more is always better.   We love to give people options, second-guess people’s likely choices.

That’s a mistake.

People who are looking for help like to be guided, they like to be helped to decide with the right information and an optimal number of choices that isn’t overwhelming.   This is especially true when they are buying expertise that they don’t have.

Your expertise is why they are considering you.    Use it to honestly guide the people you serve to the right solution for them.