Data overload hinders decisions
Too much data disables the decision making as stated by Ron Friedman, Ph.D. in his blog post.
We live in a world where ever more data is available and we seem to crave for ever more information as if this would help us making better or more rational decisions. However it is not!
Proposition overload disables purchase decision
The same applies to the proposition you make to your customers. if you propose many products they will have the problem of digesting and processing all of your data.The purchase decision might not happen as the overload disables it.
In the end they might choose for solution of the competitor who proposes just three products, services or solutions. Making them easier to select and compare without getting confused.
The role of the salesman is to predict which product, service or solution is most likely suited or fitted for the potential customer and propose this product amongst two other solutions: one a bit higher on the solution scale – the other a bit lower on the solution scale.
Limit and target your proposition
This is why the salesman has not to ask questions but also have insight into the market and the business of his potential customer. He needs to understand the problems and issues of his customer allowing him to propose the best matching product. Still in order to give the customer the idea of choice two other products are added to the offering. Having only three products to compare the amount of data and information to be processed and digested is much lesser and thus easier to make a decision.
Decide what customers should buy
Don’t overload your customers with information and data by offering them too many choices. Limit yourselves to the strict minimum in your offering. Less is more.
Your sales will increase as you decide what your customer will buy.
Do you overload your customers with information and data about your entire product range ?
How successful has it made you ?