Are you having a hard time making a big decision?

Maybe you're trying to work your way through a thorny business problem. Maybe you can't make up your mind about what to do with a promising employee. Maybe it's that you're caught between two choices in a personal or relationship matter. Good news: There's a simple question you can ask yourself (grounded in neuroscience) that can guide you through indecision, overcome analysis paralysis, and ultimately help you make better, bolder choices.

Most people have a never-ending mountain of work to get through and would likely feel immense relief if their workload were in some way lessened. Yet so many of us don’t actually ask for help, which is one way we can make our workload more manageable and feel less overwhelmed. After all, we are only human. We can’t do everything ourselves or be as successful as we aspire to be if we don’t ask for the support we need.

The amount of product and service information available to B2B customers—reports, blogs, display ads, email marketing, and more—has become overwhelming, leading to indecision and a sharply reduced likelihood of making a substantive purchase.

The best reps have turned this conundrum into a prime selling opportunity. Above all else, they help buyers make sense of the information they’ve encountered. Their approach is a form of sensemaking, and it encompasses three broad activities.