By Alan Graner
Last time http://dsprel.wpengine.com/marketing-101-curse-many-choices/ we saw how the human mind, when presented more than three choices, has difficulties making a buy decision. The fallback position is to make NO buying decision or at least delay making the buy decision until it becomes clear what the best choice is.
How to help buyers navigate through a bewildering number of choices
If you offer more than three versions of your product or service, or if you offer lots of options, you need to guide buyers through the decision-making process.
To do so, ask yourself these questions:
Who is your target audience?
Are they sophisticated enough to know exactly what they want, especially when it involves a myriad of specifications?
Do they research thoroughly to whittle the choices down to a manageable number?
Or are they newbies or beginners who need hand holding.
How will your product/service be used?
Using computers as an example, will the buyer want basic word processing and email? Serious accounting work? Graphic design? Gaming? Tabulating science experiments?
How do you help the buyer find the best product for his/her needs?
It can be terrifying to face a new product or service that seems confusing or overwhelming—especially if the purchaser thinks his job is on the line to make the right choice.
If you publish a catalog, consider a section that steps buyers through the decision process. You might also consider offering a guide book, a questionnaire or a video that helps buyers make the right decision for them.
Another way to ease the buying decision is to group products and/or services according to use (computers for graphic designers, for gamers, etc.) or their level of experience.
If you simplify a complicated purchasing decision and your competitors don’t, you can gain a strategic edge that leads to increased sales.
How do you help purchasers make the buy decision?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.