More Options and Undecided Customers

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undecided customers

More Options and Undecided Customers

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One concept is that people aren’t buying because they lack the option that they need or want. Whether it is buying an idea, a product, or picking the best apple from the bushel. Counting options can create undecided customers.

It is an easy trap and one that businesses often fall into. If people are not buying, what we are selling it must mean we aren’t selling the right stuff. Of course, that could be the case, but what should you do?

More Options

Many businesses and marketers will expand the menu. They are convinced that what they are already offering is important, valid, and desired, otherwise it wouldn’t be on the menu, so their solution is add more options.

To the novice marketer lots of options seems like the right path. If we don’t have it, we’ll create it, or offer it as an option. Options cost, but it feels better than losing the sale.

However, more options often doesn’t close the sale. It makes the buying decision even harder. In some cases, it makes it so much more challenging that the customer walks away, still thinking, but cannot decide.

Most consumers pride themselves on making good choices. Given more options, the safest choice is sometimes no choice right now. They will wait, studying the options, they will think about it more.

Undecided Customers

Choosing our Netflix movie, hiring the right candidate, or picking the wonton soup from the Chinese menu all occurs after we’ve filtered. More options doesn’t make the choice easier, it makes it harder. It is the greatest way to delay a choice, make the customer work harder, or just not buy at all.

Having something for everyone seems appealing, until no one can decide.


Dennis E. Gilbert is a business consultant, speaker (CSPTM), and corporate trainer that specializes in helping businesses and individuals accelerate their leadership, their team, and their success. He is a five-time author and some of his work includes, #CustServ The Customer Service Culture, and Forgotten Respect, Navigating A Multigenerational Workforce. Reach him through his website at or by calling +1 646.546.5553.

Dennis Gilbert on Google+

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