We all know the old adage more is less. Nowhere is this more true than in sales. Customers these days are bombarded with choices--think of the myriad ways you can order your Starbucks coffee, the interminable travel sites you can consult to plan your next vacation, or the pages and pages of options you have on amazon when you search for a new blender. Choice is good, but too much choice is overwhelming--and when customers feel overwhelmed, it results in buyer's paralysis. Here is an easy 3-2-1 formula to help your customers to navigate the sea of options and choose your product every time.
3... In your marketing, work in threes. If you are doing an advertisement, try calling out only the three most important attributes to your product in clear, easy-to-understand terms. When you create mailers, present the information in thirds. If your page features three products, think of one as the reach product (the deluxe), one as the target product (the one-size-fits most), one as the back-up (the budget version). Presenting the information in threes helps your customer to read, organize, and asses the information in his head--all of which makes him feel comfortable making a purchase.
2... In your selling interactions, present two options. Two allows you to easily compare and contrast benefits for your customer, and gives him a clear understanding of how your products are different from one another, without confusing him or making him feel like he has to take notes on paper to keep up. Customers can easily remember why A is not like B, and can also ask questions and keep track of answers when they are only focusing on two different items. A customer who is in control of his choices feels empowered to make a decision, rather than lost in the immense ocean of possibilities.
1... When you make the ask for the sale, give one clear suggestion that points the customer in the right direction so he can confidently give you the green light. By saying, something like "so it seems from what we have discussed that product A would be the best fit for your needs", you help him to come to the conclusion that he has been given all the information he needs to make a selection, that he has asked and received answers to any questions he had, and that it is now not only safe, but also a good idea to move forward with the purchase.
The more possibilities the customer has to contemplate, the more frazzled and the less prepared he will feel to decide. Making a sale comes down to being as clear and concise as possible--not drowning your customer in options and opportunities.