Too Many Choices - Dont Confuse Your Customers
Conventional wisdom is that the more choices customers have, the more likely they will buy. That may be true when customers have very specific wants or needs, and they know what those wants or needs are. However, often having lots of choices just confuses customers and they don't buy anything.
One company tested this idea this way: They put 26 flavors of jams and preserves on a table. Customers could taste any or all of them, and if they made a purchase they got $1 off. People circled and chatted, but they didn't buy. There were more choices than they could effectively process, so they withdrew.
Later, the company repeated the exercise with just six flavors. This time, people sampled and they bought. After all, isn't it easier to make a choice between raspberry and grape than it is to choose from among red raspberry, golden raspberry, black raspberry, golden red raspberry . . .well, you get the idea.
If you find that your customers are knowledgeable and opinionated, and they want lots of options available, you can offer choices while still making it easy for the undecideds. Offer a "standard" or basic product that meets most customers' needs. Make options available, but package some of the most popular options together. Car manufacturers do this, for example. Bundle products together so that customers don't have a lot of decisions to make, and they will appreciate how easy it is to buy from you.
Somewhere between Henry Ford's, "You can get it in any color, as long as it's black," and today's trend of too many choices, will be the level of choice your customers find comfortable. Find that level and you've found your customers.
Copyright Cathy Stucker. As the Idea Lady, Cathy Stucker can help you attract customers and make yourself famous with inexpensive and free marketing ideas. Get www.IdeaLady.com/">free marketing tips, articles and more at www.IdeaLady.com/">http://www.IdeaLady.com/.
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news
When to cancel a presentationQuartzMilitary strategist Sun Tzu once advised, “He will win who knows when to fight and when not to fight.” The same is true for business presentations: You have to pick your moment with care, and sometimes—when you are not set up for success—you should ...
Invitation - Presentation of Sobi's Q3 2018 ResultsPR Newswire (press release)Financial analysts and media are invited to participate in a telephone conference, which will include a presentation of the results, on the same day at 14:00 CET. The event will be hosted by Sobi's CEO and President, Guido Oelkers, and the presentation ...and more »
Scuttlebutt Sailing News
Organizing the Events and PresentationScuttlebutt Sailing NewsWhen it comes to the presentation of our sport at the Olympics, the responsibility for the broadcast is with the Olympic Broadcasting Services (OBS), and we have not done a very good job of impacting how the broadcast needs to be done. Sailing has ...
MassRoots Presentation Now Available for On-Demand ViewingPR Newswire (press release)LOS ANGELES, Oct. 22, 2018 /PRNewswire/ -- MassRoots (OTCQB:MSRT), a leading technology platform for medical cannabis patients and businesses, today announced its October 2018 presentation from MassRoots CEO Isaac Dietrich is now available for ...and more »
United Nations presentation is ThursdayTwin Falls Times-NewsTWIN FALLS — Peter Gallo, a lawyer in international criminal law and former U.N. investigator in the Office of International Oversight Services, will speak on his experiences in working at the United Nations at 7 p.m. Oct. 25 at the College of ...
Anti-Bullying Presentation in East Hampton TuesdayEast Hampton StarMark Walters, a retired New York City and New Jersey school principal, former guidance counselor, and director of Bullying Stops Today, will be at the East Hampton Library on Tuesday from 5 to 6:30 p.m. with a presentation for teenagers and parents ...
WTAJ - www.wearecentralpa.com
JARI to host social media presentationWTAJ - www.wearecentralpa.comJohnstown, Pa. - Johnstown Area Regional Industries, JARI, will be hosting a Lunch and Learn presentation on social media and digital marketing October 30. The Lunch and Learn will be held at the JARI Center at 160 Jari Drive in Johnstown, from noon to ...