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Right now you only have two choices.
You can continue to watch or decide to give it a miss.
You’ve got better things to do, right?
So, choice is good, isn’t it?

Ask a person whether they would like to have more choices or less choices in virtually anything and they will invariably tell you they would much prefer having an unlimited number of choices.

This makes perfect sense, doesn’t it?
We all want to know what options are available before making a decision, don’t we?
Or do we?

The thinking is simple.
More choices put you in a position to make a better decision.
Well, that’s simple logic, isn’t it? But is it true?

As inspection of the facts reveals that there is absolutely nothing logical about the way people arrive at a decision.

The buying rationale doesn’t always make sense.
It may seem strange to say, but generally people do not even want the best product!

How can you use this counter-intuitive and weird situation to alter the way you buy, sell and influence other people?

Well, if you give people too many choices they will probably resist buying what you are selling, irrespective of the capability, quality, suitability and abundance of what se on offer.

If people are interested in something and you scale down the number of options they are far more likely to buy from you.
Why is this?

It comes down to a psychological term called “cognitive dissonance”.
This occurs when you hold two or more ideas or beliefs simultaneously and you face making a choice.

So, while it is true that people want to have a choice, the availability of too many options will quickly result in a feeling of being overwhelmed.

Faced with too many choices the brain can freeze.

If a person is unable to make a decision – perhaps they are spoiled for choice, they will let the opportunity pass them by.

How can you use this to your advantage?

First of all, make sure you do not cause information overload.
Keep it simple. “I can give you one of just three options”, is a wiser strategy to adopt.

In truth, people want direction.
Provide a simple, sensible, limited choice and they will follow your lead.

Here’s a small list of do’s and dont’s you can use to frame your pitch:
1. Always give the impression that the buyer is in control, not you.
2. Accept that too many choices causes overwhelm.
3. Keep the available options to a minimum.
4. Give a clear, simple yet powerful direction.

Keep in mind that at times thinking small is thinking big!

Get Started on Improving Your Results NOW!


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or e-Mail at: mike@knowyourmind.com

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