A common mistake people make is to give clients too many choices or options, according to sales training website kisstosell.com.au 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. A few key things can help people navigate a simple pathway to working with you to solve their problems.
Why is it important to reduce the number of your client’s options? It’s 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 here are some tips:
Create a simple client pathway
It’s a good idea to have a simple one-page document showing 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.
• The input your client is required give.
• When you will ask them to buy.
• The review points following the purchase.
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. It should not be a list of everything you can do.
Less is definitely more. Too much information causes paralysis while clients digest it. Worse, it can cause confusion because clients aren’t sure how you can help them.
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 of ‘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 how you can best help your prospective client. These simple steps help build trust in you and in your product or service.And people buy from people they trust and like.
