Three reasons why clients don’t want choice

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

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.