There has never been a time in history where we have been bombarded with so many choices and options as we are right now and with this I am not surprised when people just walk away and don’t make a decision at all, I have done it.
In the ever increasingly complex and cluttered world we live in, are you adding to your clients confusion, giving them a headache – or worse, causing them to walk off? Or are you simplifying the process by providing them with clear and uncomplicated choices when it comes to your products and services?
I am sure you can agree that in our businesses to increase customer satisfaction we’ve been advised that we need to tailor, customise and/or personalise our products or services to suit individual clients needs and wants. With this I have no dispute, there is definitely added value in individualising our product or services, after all, it is also a way we can differentiate ourselves to our competitors as well. But the big questions remain: to what degree do we tailor our products to each individual’s needs; and who is your ideal client?
In trying and cater for everyone, or putting it another way, trying to be all things to all people are you creating too many choices for your customers forcing them to make too many decisions?
Do you remember the last time you went into a restaurant to be confronted by a menu that was 20 pages long with hundreds of meals to choose from? All right this might be a little bit of an exaggeration but I am sure you can think of a time where you have thought it was harder than it should be to make a decision for dinner?
The solution really isn’t rocket science either, we just need to get back to the old Keep It Simple. Start by offering people less but clearer choices for your products and or services.
Obviously I am not talking Henry Ford here, when he originally released the Model T Ford in October 1 1908, with which there was no options at all including the fact that you had the choice of any colour as long as it was black. But do consider refining your selection.
One of the great outcomes of Keeping It Simple is that you will make it easier and simpler for your team to understand and then to promote your business offerings, putting them in a great position when dealing with your customers.
How can you move forward? Well it can be as easy as knowing your preferred client and what they commonly want or need and then create three levels of a product or service based around Good, Better and Best solutions and three matching price points!
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