Most people think they like choice, they think, contrary to practical experience, that choice empowers them, giving them “control”, and a sense of being in charge of their own destiny. The reality is often different, and giving prospects choices can have unanticipated consequences. While there are some pros and cons, there are three reasons you should not give choices, especially where you don’t have to, and you’re just doing it because you ran out of ideas. So, in no specific order or importance here are three reasons not to provide choice.
Less Revenue – I have heard from many that they give a choice of product, and related cost, as a means of helping the customer feel less pressure, and the opportunity to not go with the highest priced option. I have had professional sales people tell me they give three choices, because they know that most will go for the middle tier.
I have a client that sell components, by far his best product is the middle of the three he presents clients. Most clients love it, and give off “buying signals” indicating they will go for option B, till pricing comes up, when and most revert to the lower priced component. When we changed the approach to presenting the best option, one price, one decision, much easier to make than three. Quicker sales, more revenues, no unhappy customers.
Authority – One reason the above works so well, is that his sales people now are presenting themselves as subject matter experts. They first spend time understanding what the prospect is trying to achieve and then present the right option. Usually it is the former middle choice, but the reps often present the lower and higher cost point alternatives, based on what they uncover during discovery.
As a subject matter authority, you build the right to make a recommendation based on your expertise, experience, and support of the company. Imagine if you went to an expert for help, a doctor, and after they talk to you, examine you, and share their prognoses, and then offered you three options. Would you not look to them as the expert, to make a recommendation, it should not be like going to a restaurant, given a menu, and pick you cure. One of the upsides of conducting a good discovery, is along the way you are earning the credibility to make a recommendation; I guess when you don’t have that credibility, you reach for the menu – look out for the sales bots, they’ll do it better.
Inability To Choose
Inability To Choose – We have all been in situations where given three or four choices, we ended up leaving with none. This is not limited to impulse buying or something not having importance. While not all, the reality is that many of the deals that end in no-decision, do so because the buyer could not make a choice, and ‘abandoning’ was the easiest option, of course had we not started them down the ‘option’ path, they may have found it easy to say yes to one thing, recommended by an expert at a rational price.
A friend expressed it best when speaking about having his car worked on. He hates having to choose which type of oil he should pick when he has his car service, or choosing winter tires. He is typical of the first example. He is convinced that the highest priced tires are overpriced, with extras he feels he does not need. He doesn’t want to be that guy that opts for the cheapest, after all his daughter often drives the car. So, he goes for the middle, but here is the rub. He never feels good, always second guessing, which makes the purchase much more dramatic and stressful than need be. As he says “if the mechanic would just tell me what I need, why, and which one best does the job, I’d buy that one, even if it was the top of the line. But when I have to make a choice, I’m never quite sure about the choice, and I just don’t feel good about it.
Choice is yours, want to make you buyer feel good about dealing with you, don’t make it about price, make it about them, and your ability to recommend and deliver on the best “solution” for them.