People prefer to buy than to be sold to.

They want to be the ones in control – asking questions and narrowing options – rather than a salesperson taking them down a path they might not be comfortable with.

Although too much choice is sometimes confusing (see earlier email), offering the right amount of choice not only increases the chances that your customers will be able to craft a satisfying experience for themselves, it also boosts their perception of value – the fact that they have had a choice makes them feel better about their decision, boosting the ‘feel good factor’.

So how can you give your customers choice without causing confusion and anxiety. Here are some tips:

Ways to connect and engage

• Do your customers like to visit you in-store, online, over the phone, on social media, at their premises?
• Do they want to work it out for themselves, or do they need direct support?
• Giving your customers options in how they engage with you ensures you can deliver maximum value in terms of whether they value:
  • Convenience, impersonal engagement and low time costs (online); or
  • Personal reassurance, rapport and discussion (face-to-face appointment)

Core offerings and pricing

Many products and services can or do come with limitless combinations of features and benefits, but large companies such as Starbucks and Proctor & Gamble have found that too much choice causes confusion and anxiety.

It is difficult to specify how many offerings you should offer, but they test is whether potential buyers can easily understand the difference between all the products. If you are offering any more than 5 choices, this is likely to require some form of clear segmentation with again a limit of 5 options within any segment (e.g. wood tables vs glass tables / premium range vs basic range).

Try to offer as much variation in price as possible – but ensure customers can recognise the superior value in a superior product.

Extras and options

Once the ‘core’ offering has been selected, you can still offer customer choice, particularly in terms of service. Items such as insurance, extended guarantees, delivery, installation, technical support and more are typically offered and discussed at point of sale because it might confuse to discuss before a primary choice is made.

Guides and information

The more information you can provide about your options and their relative merits, the less likely you are to confuse your customers and the more choice you can confidently offer.

Information might be on your website – buyer guides, videos, clear product comparisons, or through your customer service staff in-store or on the phone.

Ways to pay

And finally, offering payment flexibility and credit options can reduce barriers to buy for some customers. Failure to offer payment flexibility could just make it too hard to buy for some.

Choice is a wonderful thing but has to be managed carefully. Too much choice without support can cause confusion and anxiety. Carefully plan where and how you offer choice – then similarly ensure that you offer your customers all the support they need in making the right choice.

– Giles