Should Customers have Choices?
Dawud Miracle posted an interesting article last week entitled Are Your Customers Sick & Tired of Choice? In his article he submits the theory that people get tired of choices and that too many choices actually “paralyze them from making decisions.” This is a theory that I’ve actually considered in a number of different instances. Dawud’s article made me think about it all the more.
I mean, if someone could prove that eliminating choices could help to keep customers happier, there is not a business on the planet that wouldn’t change drastically from that information. Think about it…..how would your blog or website change? What would our retail stores look like? How would you post job openings? Basically, this find would change everything.
The funny thing is that in a lot of ways, it is probably true that some people would prefer places that don’t offer choices. They wouldn’t like it if they knew that they were being limited, but if you could find a way to bring them to the information they need without them feeling like you force fed them it would probably be beneficial to both parties.
In regards to this, Dawud quotes Barry Schwartz as saying,
“maximizers want the best. The problem that needs to be solved is what’s the best jeans, the best restaurant, the best place to go on vacation, the best marital partner - everything. Yet that requires a search of all possibilities which is…impossible.
“satisficers aren’t looking for the best, they’re looking for good enough…”
That quote sums up the exact thoughts that crossed my mind when I first stumbled upon this article. However, figuring out how to apply this truth in a way that increases our bottom line is the difficult part. Any suggestions?
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You bring up a great point that they won’t like it if they knew they were being limited. I really think, as mentioned in Dawud’s post, that is depends on certain products and services. Regardless of education or intelligence, everyone makes poor choices at one point or another. From a marketing standpoint, limiting choices may increase sales due to a “noise” or clutter filter. To take an opposite approach, more options may build consumer character — it teaches responsibility and independence.
On the other hand, working in the payment processing industry, I see how small businesses offering additional choices (such as payment options) can create a better customer experience, resulting in brand loyalty.
I think the verdict is still out, but this post definitely got the wheels turnin’. Thanks, Ben.
Hi Ben
This is an interesting dilemma. On the net we sometimes keep searching for more information (and go off on tangents), adding to the “noise level” of information we have to deal with.
Choice is great, but too much can be overwhelming, as you suggest.
You see this with restaurant menus. According to Gordon Ramsay, the TV celebrity chef, that is one of the reasons they offer specials - seems like yet another choice, but it focuses people.
Great point (dilemma). People (especially myself) can be clearly overwhelmed by choices…. less is more.
- Mike
I face that situation sometimes too. It’s always good to have choices though, especially the ones that are catered to the customers!
Choices are a huge part of the allure of shoping. Customers want and need choices, however I also believe that the job of the salesperson is to understand the clients requirments and preferences and help them determine the one best solution. The error is when a salesperson offers multiple solutions. Its ok for there to be multiple opportunities but good salesmanship requires a reduction to the one best buy for the persons needs and desires and then make the sale on a choice of one. Yes have many options and choces, but in th end help the client by selecting the one best choice of al.
don todrin
I think choice is critical, but it must be limited (less is more). If there is no choice, the customer will lose the feeling of control. If there is too much choice, the customer is confused and frustrated. I like to generally limit choices for customers to three.
1. Do you agree?
2. Do you disagree?
3. Do you not care?
- Mike Michalowicz
I definitely think choice is critical but I think that it would probably be benefcial to allow customers the luxury of choice while guiding them to a decision by limiting the number of choices.