This week, Apple displayed why other companies simply
can't compete. Even though just 0.555 of iPhone 4 consumers complained about phone reception, Steve Jobs is giving everyone who bought one a free case. Folks can even choose from a selection of colors! If only Apple didn't follow that simple case selection in their stores.
Second graders get confused when presented with too many choices. So do adults in sales situations. The Apple store does an incredible job of logically laying out the variations of their hardware--you know, iPhones, iPads and all the other gizmos you can't live without.
Buying is easy until you get to the accessory wall. Then it's information overload! Which one is for your device? Who knows? But there are 400 to chose from. As a result, you stand there like a kid at 31 flavors. You just can't make up your mind.
All too often I see the same thing in business to business sales settings. Tossing out too many choices leads to confusion and inaction. Plus like Apple accessories, how could a salesperson possibly know what works best and why? How do you instill buyer confidence if you just say, "Well, go pick." Bet Apple has a few best selling accessories that their sales team always goes for--so why the extras?
Offering too many choices in a business to business selling situation is endemic of two things:
- Not knowing enough about your prospect and his needs
- Not having the confidence to to make a suggestion based on that information
Toss too many choices at a prospect and you are just an average salesperson seeing what sticks to the wall. Instead you should sell like a second grader. Do you want Chocolate, Vanilla or Strawberry? Or "I came up with three great solutions that solve your problems, good, better, best.
Or like Steve Jobs with the free bumpers: you can have white, black, blue, green, orange or pink. Oh! Give me the green one!
Comments