Setting Limits and Framing Comparisons


Most buyers like to have choices, and they get personal satisfaction knowing that they made the right choice. That said, be careful not to overwhelm your prospects with too many options. The perceived risk of making the wrong decision may become a roadblock to making any decision at all. 

Framing Comparisons

Here are two strategies that will simplify the decision-making process for your prospects and maximize your sales: 

  1. Set limits. If your company offers a wide variety of products or services, avoid offering the entire list to every prospect. Rather, custom-tailor your proposals based on what you think each prospect would most likely prefer. Consider removing some of the available options… or at least assemble them into groups so you can offer a choice of “Package A,” “Package B,” or “Package C.” 
  2. Offer comparisons. People like to feel as if they are getting the best value for the best price. If you offer several choices at different price levels and the highest-priced option is only slightly more expensive and offers the best value, your customer will almost invariably ignore the lower-priced options and select the most expensive one. They may have never considered buying the highest-priced option if the lower-priced inferior options had not been available for comparison. Realizing that most people don’t actually make decisions, they make comparisons, true sales professionals arrange the selection of potential offerings in ways that maximize the probability that their prospects will make the right choice. 

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Posted by Mark Jewell

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