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How many different levels of service or pricing options do you offer?
That’s a really important question. Because if, like many business owners you offer too many options, it’s needlessly ruining your sales results.
Allow me to explain.
Here’s what happens when we offer too much choice.
- The more options we put in front of someone, the more choice they have.
- The more choice they have, the harder it is for them to decide.
- The harder we make their decision process, the less likely they are to hire us or buy from us.
- So, they move on. And we lose a client enquiry. Ouch!
In short: Clarity sells.
Too much choice and ‘toxic complexity’
Too much choice adds what I call toxic complexity to a marketing message.
Toxic, because it causes confusion.
Complexity, because it makes our message too complicated for a prospective client to easily understand.
One of the oldest sayings in marketing is, “A confused mind always says no!”. In other words, when faced with a buying decision, a confused prospective client will not proceed. They’ll say no. And we are the ones who pay the price for their lack of clarity.
The solution?
Seek out unnecessary complexity. I recommend you look at the number of service levels, pricing options and packages you provide. Remember to take into account how many items are listed within each option or package.
Then consider whether you actually need to offer so much choice, so much complexity, so much potential for confusion. And if not, reduce. Everything that needs to be there should remain. But nothing else.
By simplifying the decision making process for your prospective clients, you make it easier for them to hire you or buy from you. And when that decision is easier, more prospective clients will become actual clients.