By Alan Graner
you saw that, when customers face too many choices, their natural inclination is to make no decision. And you lose a sale.
How to make your products/services easier to buy
If you offer more than three or four versions of your product/service and/or o lots of options, you may need to guide buyers through the decision-making process.
This requires taking customers through a series of steps that keep reducing the number of choices until only a few remain.
If they are buying an automobile, for example, you’d naturally ask them how they intend to use the vehicle: Transporting their family? Hauling equipment? Driving for fun? Working as a road warrior? Providing low gas consumption for commuting?
This can quickly reduce choices to a van, truck, sports car, luxury car, economy car.
Their price range further reduces choices.
What options do they need?
If you take them through the process correctly they should be happy with the result.
This process is even more important for a complex sale such as a manufacturing plant or testing lab or medical equipment.
Produce a matrix
A matrix comparing all your product models and options can make it easier for customers to reduce the number of choices. (You can also use a matrix to compare your products with competitors’ to show why yours is better.)
In some instances you can designate what professions or users are most likely to buy a specific model. With computers, for example, different models might be best for home offices, number crunchers, graphic designers, scientists, programmers and the like. That makes it even easier for a customer to make a decision.
Ultimately, what you’re selling is the peace of mind your customers made the right decision for them.
How do you help customers make the right buying decision for them?
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.