Research suggests the average buyer in a sales call will only remember one thing a week after the meeting. That’s because the world is cluttered with information, schedules, packed with more meetings and work than a person can handle. Buyers, the same as 9-year-olds, need context and explanations in a language that they understand. Ask yourself the following questions about your own business: What do you do, why do people decide to hire you, why don’t they do it themselves? In a world where more decisions are made with less information and context, you have a responsibility to get as clear and memorable an answer as possible for all of the buyers to understand.