Give your customers few choices

The Power Of Choice

One of the most wonderful things in life is the ability to make choices.

What would our lives be like if we had access to only one style of clothing: one color of pants, one color shirt or blouse, one style and color of shoes, one kind of car, one brand of cereal, one type of meat, one choice of house design… Wouldn’t life be a drag?

In reality, we have the luxury of so many choices in every aspect of our lives, that it’s almost overwhelming at times.
Take a child to the candy isle of your local grocery or department store and watch them agonize over the selections.

A good salesman knows how to use the magic of the power of choice to his or her favor.

In your sales presentation, the choice “not to buy” needs to be eliminated from the selections.

If the only two choices available are “buy” or “not buy”, you’ll actually have somewhat less than a fifty-fifty chance of making the sale. The reason for this is that fear of losing one’s money on an “unknown” is a powerful force.

When two or three product choices are made available to the customer - each with it’s different benefits, the mind begins to grapple with the pros and cons of each.

When the mind is engaged with weighing each product against its fellows , the choice “not to buy” fades considerably and often completely out of the picture.

So, present the two or three choices -any one of which you would be happy for your customer to purchase - and thus help him or her to always choose in your favor.
Quite often the customer will choose a product, but for fear of losing out on the appealing benefits of one of the other products by choosing the first, he’ll purchase the second also.

A note of warning: two or three choices are plenty. Too many choices can cause the customer to get bogged down in the weighing process and never arrive at a choice.

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