So I'm listening to Rory Sutherland (Advertisement and Marketing Expert) on a podcast and he briefly mentions a book and shares an anecdote from the book which got my attention. Now, I'm the type of guy that when a person I admire recommends it,...enough said! So, I hopped on Amazon and orded it and consumed it in one sitting (only 42 pages in length). 

It wasn't the size of the book, but the size of the idea in the book that mattered!

In 1916, YES 1916, Robert Updegraff published a slim book called "Obvious Adams" that has quietly influence business thinking for more than a century! 

Cornerstone of the Book: The story follows a businessman who consistently outperforms his peers not through clever tactics or complex strategies, but by seeing obvious solutions that others miss entirely.

Then, nearly 40 years later, Updegraff added what he called "The Five Tests of Obviousness" - a framework that I've concluded will work remarkably well for sales professionals who want to cut through complexity and connect with prospects more effectively.

Power of Obvious

We live in an age of complicated sales methodologies, elaborate CRM systems, and don't get me started on A.I. tools! But here's what I've learned after years in sales: the most successful salespeople make buying feel obvious, not complicated.

Think about your best sales wins. I'll bet they weren't the result of a 100-slide presentation (Note: I've seen more) or a complex ROI calculation. They probably happened when a prospect said something like, "This just makes sense. Why haven't we done this already?"

That's the power of obvious. 

According to Updegraff, here are his 5 tests of 'obviousness'. I've added some sales example to drive home his points.

Test 1: Is Your Solution Simple?

The Test: "The problem when solved will be simple. The obvious is nearly always simple--so simple that sometimes a whole generation of men and women have looked at it without even seeing it."

Sales Reality Check: A software salesperson was struggling with 45-minute demos that showcased 20+ features. The obvious solution? Show only the 3 features that solve their biggest pain point. Result: 40% increase in closed deals.

Your Action: Can you explain your product's main benefit in one sentence? If not, your prospects can't either.

Test 2: Does It Feel Natural?

The Test: "If you feel comfortable explaining your idea to your mother, wife, relative, neighbors, your barber and anyone else you know, it's obvious."

Sales Reality Check: A car salesperson stopped pushing financing and started saying, "Most people prefer to keep their monthly payment under $X - does that sound reasonable?" This worked because it honored the natural human desire to feel in control, not sold to.

Your Action: Would you buy from yourself using your current approach? If your sales process makes YOU uncomfortable, imagine how your prospects feel.

Test 3: Can You Write It Simply?

The Test: "Write out your idea in words of one or two syllables, as though you were explaining it to a child. If you can't do this in two or three short paragraphs, it's probably not obvious."

Sales Reality Check: An insurance agent was losing prospects in policy complexity. She created a one-page summary: "This plan pays your family $500,000 if something happens to you. It costs $50 per month. Your family gets money when they need it most." Her closing rate doubled.  (IF YOU SELL INSURANCE, READ THIS ONE AGAIN :-)

Your Action: Write your value proposition so a 10-year-old could understand it. If you can't, neither can your prospects.

Test 4: Does It Create "Aha!" Moments?

The Test: "If people say 'Now why didn't we think of that before?' when you present your plan, you can feel encouraged."

Sales Reality Check: A B2B sales rep reframed expensive software this way: "This pays for itself if it saves each of your 50 employees just 30 minutes per week." Prospects immediately responded with, "Why didn't we calculate it that way?" The obvious math made the decision easy.

Your Action: Great sales insights make prospects say "That's so obvious!" not "That's complicated."

Test 5: Is the Timing Right?

The Test: "Many ideas are obvious in themselves, but just as obviously 'out of time.' Checking timelines is often just as important as checking the idea itself."

Sales Reality Check: A consultant pitched "remote work solutions" for years with little success. When 2020 hit, she simply reactivated old prospects: "Remember our conversation about remote work? Now might be the time." She closed more business in 6 months than in the previous 3 years.

Your Action: Sometimes the best sales strategy is patience - waiting for the right moment to re-approach prospects.

The Obvious Questions That Will Transform Your Sales

Before your next sales call, run through these five questions:

1. Simplicity: Can I explain this in one clear sentence?
2. Natural: Would I buy this the way I'm selling it?
3. Clarity: Could a child understand my value proposition?
4. Impact: Will this create an "aha!" moment?
5. Timing: Is this the right time for this prospect?

Why This Matters More Than Ever

In our information-overloaded world, obviousness is rare. Prospects are drowning in features, benefits, case studies, and competitive comparisons. The salesperson who can cut through the noise with simple, obvious solutions wins.

The irony? Making something obvious takes work. It requires deep understanding of your prospect's world, clear thinking about what really matters, and the discipline to leave out everything that doesn't.