Buyers are like toddlers. Give them fewer options.

If you’ve ever been around a toddler you know that asking them to pick between multiple options is a recipe for disaster. For instance, if you offer a toddler breakfast you shouldn’t say “Would you like cheerios, or pancakes, or maybe yogurt?”  Why, you ask? Because as any parent will tell you odds are the toddler will a) be confused by the options (which may all sound good) and b) become paralyzed by indecision. In all likelihood this will result in a total melt down.

Instead if you offer a toddler breakfast you’d be wise to say, “Would you like some delicious cheerios?” If he asks what else he could have you simply respond by saying we only have, “delicious cheerios.  Yum! Let’s have some! Ok?” Say anything else, and trust me, it will end badly.

So, why am I telling you this story? – Because, the same thinking holds true for most adults.

Here’s what I mean. A man goes into a car dealership to buy a car. He’s tells the salesperson he’s looking for a fuel efficient, mid-sized car primarily to run errands and to get him to and from work. The eager salesperson nods and then proceeds to show the man half a dozen cars of all shapes and sizes with a variety of features.

In the end, feeling overwhelmed, the man leaves without making a purchase. The reason? The man went to the car dealership with what he thought was a straightforward problem. He needed to buy a car. He anticipated a straightforward solution. When he was presented with so many options the problem became complex. Additional options meant there was more to consider, which caused confusion so the man walked away from the purchase.

A savvier salesperson might have approached the buyer differently. She might have begun by listening carefully to the man describe his needs. Then, she could have shown him one car that she felt was the “best fit” for him. To further demonstrate why this was the right choice she might also provide a single, very compelling reason (sort of like describing the “delicious” cheerios) why this is a the right car.  If the man still seemed unsure, the salesperson might show him one more car for comparison purposes.

Surprisingly, if you give a buyer fewer options you have a greater chance of making the sale. Why? Because most people really just want to solve what they think is a simple problem with a simple solution. Giving them fewer options keeps it simple. Giving them one compelling reason why this option is the best choice gives them the validation they need to feel that they made the right decision.

You see buyers are like toddlers. So keep everybody happy – give them fewer options.

..This much I know.

-Jeanine