June 25: Limit Choices

Giving customers choices is a good idea, but don't give too many or you will confuse them. When I sold PDA's for FranklinCovey, we offered IPaqs, Palms and Handspring devices in a wide range of prices. Most of my customers didn't know where to begin. After asking them some questions about their needs and planned uses for the device I would narrow the best choices down to a few units.

When I first started I would explain the features of any and all the PDA's people wanted to hear about. This was way too much information. By narrowing the choices to the best fit for each person I was providing a service and making the decision easier for customers. And I started selling more PDA's.

How do you focus on the best choices for your customers? Do you ever overload them with information?