Options, options and more options
Take a trip to your local shopping centre or click through to an online store and you’re likely to be presented with a multitude of options. More products, more specials, more decisions.
Sometimes offering a wide variety of products is a good thing. If you’re unique point of difference is size or variety, it’s a great thing, but options aren’t always the way to go. Sometimes simplicity rules.
Buying products and services, and that includes photography products, can be mentally taxing. In most cases, it’s not a “black and white” answer. You need to understand the available information, evaluate if it is the right fit, compare it with other options, and then decide whether to buy or not to buy.
When you have a large list of products and options, your clients and prospects will have to go through the above decision-making process for each item on the list.
That’s a lot of work!!!
And it also leads to what social psychologists call choice overload. To summarise, when people are confronted with several options, they often pick none of them and move on to something else.
Offering a simple approach can have two powerful benefits:
- In a market full of options, offering a simple choice defines your position in the market. Do one thing and be great at it.
- It can give you sales through the roof. The simpler the purchasing decision, the better.
Have you adopted a simple approach to your products and services and if so how has it worked out for you? I’d love to hear about it in the comments below.