By Alan Graner
When faced with too many choices, buyers often can’t make a decision…and you lose a sale.
Need proof? Stand in a supermarket cereal aisle or visit an auto mall. Sensory overload!
The problem is even worse if it’s a complicated business purchase such as a company health plan or a parts fabricator or a financial advisor.
Inside-out thinking can kill sales
You know your products and services inside-out. To you, selecting the right product or version is a no-brainer.
An outsider, however—especially one who could lose her job by making the wrong decision—needs for you to instill confidence she’s making the right choice.
You accomplish this by helping her reduce the number of choices.
Help me, I’m so confused
Years ago I worked on a body armor account that sold five separate lines of ballistic vests to police departments. Most cops had no real knowledge of how to select the right body armor. This was critical because the wrong choice could cost them their lives.
As we were preparing the company’s body armor catalog, I suggested adding a section that guided cops step by step to help them chose the best vest for them.
Vests are usually sold by Threat Level, i.e., what’s the most powerful bullet you’re most likely to encounter. This automatically reduces the number of choices.
There’s comfort vs. price. The lighter the ballistic fabric, the more expensive it is.
There were several other factors that we put into a matrix to visually show the characteristics of each line of ballistic vests and to help customers make the right choice for them.
Needless to say, sales increased because, among other factors, ours were the easiest body armor to buy with confidence.
On the other hand…
… a computer monitor account I worked on had a bewildering number of choices with no selection guide. Even if you had all the specs and performance ratings, you still wouldn’t understand the differences among similar monitors.
How do you help customers make the right buying decision for them?
Part II offers possible solutions for simplifying your sales.http://www.dsprel.com/help-your-customers-make-the-buy-decision-part-ii/
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business marketing content and distribution firm. For content that makes you stick out from the crowd, email Jeffrey Swartz at email@example.com. Or visit www.dsprel.com.