Write On ResultsPen & Paper Marketing
Simplify Your Marketing & Grow Your Business
A Write On Results Newsletter | February 2009
Write On Results | www.writeonresults.com | 301-624-1705

Do Your Customers Have Too Many Choices?

The other day, I was shopping for a pair of black pants at a local department store. I found a rack with one brand of pants, walked fifteen feet and found another brand of pants, walked fifteen feet and found another brand - you get the idea. Black pants of varying styles and prices were scattered throughout the store. I wandered around, overwhelmed, and eventually went to a smaller clothing store - where I bought my pants.

Why did I leave? Not because I couldn't find a pair of black pants. I left because the store's options made the decision process frustrating. There were too many choices.
 

Why Too Many Choices Are Bad for Customers
When we offer customers too many choices, it's usually because we want to please everyone. When we try to please everyone - every customer, vendor, employee - we end up pleasing no one.
Our customers come to us hoping for a solution to their problem - they don't want more problems, more choices, and more decision. Rather than becoming more competitive, our choices make us harder to work with. These choices overwhelm our customers and can drive them to look elsewhere.

Businesses That Successfully Offer Fewer Choices
Here are a few companies that do a great job of offering a minimal number of options:
  • Chipotle: Most fast food menus are full of choices. Sometimes you just want a cheeseburger, but you find yourself standing around, squinting at the board, trying to figure out what a "Super Duper Double TexMex Burger" is. By the time you order, you're exhausted and stressed. Chipotle's menu on the other hand is quite simple. You choose a burrito or bowl and select from one of three meats. Sure you can customize with other ingredients, but they keep the main options simple - burrito or bowl.
  • NetFlix: Netflix, the online movie rental site, became quite popular for a number of reasons - no late fees, you can order a wide variety of movies from home, and they ship right to your door. They also have simplified membership options. You choose from three plans - 1 movie, 2 movies or 3 movies at a time.  That's it - three choices.
  • Apple: Apple is notorious for streamlining the user experience. Not only do their products offer simplified user interfaces, but Apple also offers simplified product lines. With all the success of their iPods, they promote only four models. You can choose your color, but you must select from four models. They promote two models of the iPhone 3G.  Once you purchase these products, you can customize to your heart's content - but they make it easy for you to choose which product to buy.
 
Do More with Less
Consumers have enough choices to make in their lives. If you're lucky enough to have them knock on your door, do all you can to make life easier for them. Offer them a simple selection of products and services and make it easy for them to do business with you. They will remember their experience and come back again or better yet, refer you to others.  Strive to offer fewer choices and do more with less.
  
Take Care,
Kathy 

 
 

Recent "Pen & Paper Marketing" Blog Articles:

The Pen & Paper Marketing Blog shares ideas on how to simplify and personalize your sales and marketing efforts to grow your business.

 
  
 A Great Quote...
 
"Life is really simple, but we insist on making it complicated."

Confucius
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