Goofballs…so many times I’ve told you we humans (including your prospects and customers) are goofballs.
Humans don’t often do the rational thing. Goofballs.
By nature, we humans like to keep our options open. Which isn’t the best when you want a human to take an action…do something, like buy from you or come to an event or attend a webinar or click a link or read an email (like this one!).
As a matter of fact, we work feverishly to keep our options open.
We buy more features in our new PC “just in case we might need them.” We get earthquake insurance even though it would barely cover most of the damage any earthquake would create. We’re driving around in SUVs because we want that higher road clearance even though the odds of us taking it off-road are zero.
Here’s the problem with keeping options open…we’re actually giving something up to keep them open.
We keep our kids so busy there’s not much time for family…and maybe they’d become super-good at just one of those activities. We could be spending the cost of the earthquake insurance on something more important for our home right now.
What’s so important about options we feel like we have to keep all doors open?
What’s so important about options that your customers want to keep all doors open…and not say “YES” to you when it’s really the best thing they could do?
Your customers are wired to keep their options open.
Your job, as the expert, is to focus their attention by reducing their options.
Choice creates confusion. Choice distracts us from “the right path.” Choice comes at a cost.
Choice is the enemy of decisions.
If you’re finding your customers are slow to grab the very thing you know will address their issue, perhaps you’ve offered them too many choices.
You’re the expert. What do they require? Make that offer.