Three reasons why clients don’t want choice

Three reasons why clients don’t want choice | Insurance Business

Three reasons why clients don’t want choice

A common mistake that people make is to give clients too many choices or options, explains sales training website founder Frances Pratt.

Clients don’t like it, they might think that’s what they want, but really they want to know the simplest way to solve their problem or meet their need. There are a few really key things that you can do to help people navigate a simple pathway to working with you to solve their problems.

Let me tell you why it’s important. It’ all about your bottom line. Customers are 86% more likely to purchase from you and 115% more likely to recommend you to others if they have decision simplicity (Harvard Business Review, May 2012 – ‘To Keep Your Customers, Keep It Simple). They are compelling numbers… so let’s get started!

1. Simple Client Pathway.

Have a simple one page document that shows the pathway for how a typical client engages with you.  This tells the client:

  • The starting point
  • How they learn more about how you can help them
  • What input they are required to have
  • When you will ask them to buy
  • What review points there are after the purchase

2. There is such thing as too much information!

The information you give your client should support how you can help them with their specific problem or need, and not be a list of everything that you can do. When it comes to it, less is definitely more! 

Too much information causes paralysis, whilst they digest it – and worse confusion because they aren’t sure how you can help them.

3. Don’t give them options!

If you go to the doctor, and she says 'well you have 3 options', what would you think? Your clients are the same; they are talking to and will buy from you because you are an expert in the problem they want to solve.

So use your extensive knowledge in ‘what works’ in your area of expertise and tell them the right thing to do. By all means discuss options with them, but when it comes down to the prescription – be definitive.

I call this process tough love. Tough love is about knowing who and how you can best help your prospective client. What these simple steps do is help build trust in you and in your product or service. And people buy from people that they trust and like.


  • Frances Pratt - do you know whan an Insurance Prof 2012-12-12 1:35:01 AM
    Pratt - simplicity equals idiocy. If clients are not informed they cannot make an educated decision. If as an insurance professional we do not inform them, then when the proverbial hits the an whose Professional Indemnity policy and reputation is on the line?
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  • Frances Pratt 2012-12-12 10:07:08 PM
    Thanks for your comments. There are two types of simplicity, that of a child that doesn't understand, and then there is the simplicity that can be gained from understanding all the complexities and seeing through them a way forward. Our job as professionals is to help our clients find the best solution to their problems and advise them to the best of our ability and knowledge. In my experience people are sometimes scared to 'sell' the best option because, perhaps, it is the most expensive. My challenge to them (and you) is to advise your client on what's best for them - irrespective of the price tag.
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  • Kay Jackson 2012-12-17 4:42:27 AM
    We provide our clients choices and most are happy that we do so - We do have some clients that prefer us to make the decision for them but we like to ensure the client is empowered with enought information to make an informed choice on their insurance needs - My view is as Brokers we need to give our clients choice but with a firm recommendation too.
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