What is Show Simple Solutions?
Quick Answer
Step 4 of the DM Sequence. Explain how you help in clear, straightforward terms. Reducing cognitive load prevents the brain's default 'no' response.
Understanding Show Simple Solutions
Step 4 is where you introduce your value—but simplicity is neurologically critical. The brain can hold approximately 4 items in working memory at once. If your solution explanation exceeds this capacity, cognitive overload triggers the default 'no' response as a protective mechanism. Shannon Smith teaches a specific formula for Step 4 messages: - Role-Problem-Method-Result: 'I help [Role] solve [Problem] using [Method]. Most see [Result].' - Social proof variant: 'I worked with a [Client Type] who had a similar issue. After [Approach], they improved [Outcome]. You think this could work for you too?' The ending question—'You think this could work for you too?'—is deliberate. It invites the prospect to mentally try on the solution, activating the brain's simulation networks. This is far more effective than stating benefits and hoping they connect the dots. Critical rules for Step 4: - One solution, not a menu of options (reduces decision fatigue) - Concrete results, not vague promises (the prefrontal cortex needs specifics) - Frame as relevant to THEIR situation (based on what you learned in Steps 1-3) - Keep it under 3 sentences (brevity signals confidence and reduces load)
Key Takeaways
- 1Working memory holds ~4 items—exceed this and the brain defaults to "no"
- 2Use the Role-Problem-Method-Result formula for clarity
- 3End with a question that invites mental simulation of the solution
- 4One solution, concrete results, under 3 sentences
How to Apply Show Simple Solutions in Sales
Craft 3-5 versions of your Step 4 message tailored to different client types. Use the formula: "I help [Role] solve [Problem] using [Method]. Most see [Result]." Always connect back to what they shared in Steps 2-3. Keep it to 2-3 sentences maximum.
Related Concepts
Put Show Simple Solutions to Work
Understanding the science is step one. Learn how to systematically apply these concepts across your entire sales process.