When someone suggests that you can pick anything you want, what will you pick? Nobody likes making bad choices. Most people really don’t want to be wrong. Do more choices help?
Marketing is a funny thing. Some marketers believe that more choices are better. More options mean that people get exactly what they want.
What is easier, pick one of three items, or pick one of thirty-three items?
Netflix is popular. Is it easy to pick something to watch? Not usually, not unless someone has told you about something great that they watched. In that case, the recommendation closes the sale.
The next time you go to a restaurant watch how friends or family explore the menu. It is common that people will quickly glance through the menu only to want to know more about the special. It is a helping hand for the decision.
Chances are good your customers are the same. More choices, more options, it causes a stall or the inability to decide. No one wants to make a bad choice. More choices require more consideration.
It seems almost counterintuitive, but it is no secret to the best sales and marketing professionals.
No Choice at All
We are all selling something. Can you use this to improve your future offerings?
How does this logic affect the next conversation with your boss? Will it make a difference in how you manage future projects? Does it matter for your resume?
Remember, no one wants to make bad choices, with too many options the only choice they may make is no choice at all.
Dennis E. Gilbert is a business consultant, speaker (CSPTM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.