Have you ever been paralyzed by too many information as a customer? People that work in marketing assume that by giving too many choices to their customers they can get better and bigger sales but in practice, this is not exactly like this. Every day, we are bombarded with so many information that we feel the anxiety in not knowing what to choose. Is the “Too much information” helping us to create better sales, or is the Simplicity of sales the right path to go?
“Simplicity boils down to two things: Identify the essential; Eliminate the rest.”
How do people choose?
This paradox is well explained in the Schwarz’s book, where he says that if we as customers have 50 choices instead of 3, it is most likely we are missing “the right choice”. He also explains the 5 steps of decision making:
- Figure out your goals
- Evaluate the importance of each goal
- Array the options according to how well they meet each goal
- Evaluate how likely each of the options is to meet your goals
- Pick the winning option
The variety of options we give to the customers are all milk and honey until we increase their number of choices. That is why the quote “Less is more” is crucial for every marketer.
Too many options – a curse or a blessing?
Let’s just all agree on this one and circle curse as a correct answer. Behind this, there are two main reasons why too many options can be bad for every business – anxiety and disappointment.
“The existence of multiple alternatives makes it easy for us to imagine alternatives that don’t exist — alternatives that combine the attractive features of the ones that do exist. And to the extent that we engage our imaginations in this way, we will be even less satisfied with the alternative we end up choosing. So, once again, a greater variety of choices makes us feel worse.”
How to lower customer's choice?
If you want your customers to make better and quicker decisions, you can go with:
- Fewer Options – to maximize sales, you need to lower the choices of your customers. For example, Procter & Gamble's decrease in the number of Head & Shoulders varieties resulted in a 10% increase in revenue.
- Use an easier way to compare features and products – if you want to make it easier for your customers to choose between a few options, you can make that by framing the use of each.
There is no golden taster in sales, but if you know the right way to represent and sell a product or service to the customers, then you are on the right path.