Why Buyers Say ‘I’ll Think About It’: Sara Simmonds on Category of One

In a recent LinkedIn post, Sara Simmonds discusses a common yet critical moment in the sales process: the buyer’s hesitant “I’ll think about it.” As a former head buyer with over a decade of experience, Simmonds argues that this response often signals a decision has already been made, driven by a lack of clarity from the seller, rather than a flaw in the product itself.

Simmonds highlights the frustration of encountering brilliant innovations that fail to secure a sale due to poor communication. She states:

“Founders with brilliant innovations, BUT I couldn’t choose them. Not because their product wasn’t good enough. Because their innovation was too complicated, unclear or too generic to see why they were the only choice.”

This experience, Simmonds explains, was the catalyst for developing her framework, Impact Innovator, aimed at helping mission-driven founders simplify their message to establish a unique market position. She emphasizes that achieving a “Category of One” is not merely a positioning tactic but an integrated approach that permeates all aspects of a business.

The Pillars of a ‘Category of One’

According to Sara Simmonds, establishing a distinct market presence requires a holistic strategy. She outlines a comprehensive “Category of One Scorecard Checklist” that encompasses several key business functions. Simmonds argues that neglecting any of these elements can lead to lost sales, even for groundbreaking products.

The checklist, as detailed in her post, includes:

• Positioning
• Offer
• Thought Leadership
• Marketing
• Sales
• Mindset
• Wealth Creation
• Legacy

Simmonds stresses the interconnectedness of these components, noting that a weakness in one area can undermine the strengths in others. She elaborates on the importance of clarity and differentiation:

“It also became the backbone of Impact Innovator, to help mission-driven founders simplify their business to category of one.”

Simmonds asserts that buyers, after a decade in the “buying room,” develop an intuitive sense for clarity and unique value propositions. If a founder’s innovation is perceived as too complex, ambiguous, or similar to competitors, the buyer’s decision is often made within seconds.

Simplicity as a Strategic Advantage

Sara Simmonds advocates for simplicity as a core business strategy, linking it directly to scalability and impact. She quotes:

“Simplicity is the ultimate sophistication, and the ultimate scale.”

This philosophy underscores her approach to helping founders refine their message and operations. By simplifying their business, founders can more effectively communicate their unique value, thereby overcoming the common hurdle of the “I’ll think about it” response. Simmonds believes that this clarity is essential for transforming the world, a sentiment she echoes in her closing remarks:

“Together we transform our world.”

Simmonds encourages founders to engage with her Buyer Psychology Masterclass for a deeper dive into the complete system for achieving a Category of One, suggesting that mastering these principles is crucial for converting prospects into loyal customers.