Too Many Options

Problem:  Jason, a home remodeling salesperson, was frustrated by his prospect’s unwillingness to make a decision.  He had qualified extensively and had made exactly the presentation that the prospect wanted.  The prospect had stated several times that he really needed to get the remodel done quickly.  He really felt that this one was “in the bag” and he’d leave with an order.  But that didn’t happen.  Instead, Jason’s prospect said he needed some time to digest the proposal before making a decision.  He added that he was pleased with the proposal and that Jason had obviously done his job well.  Now Jason found himself in the “chase” mode because the prospect wasn’t returning his calls.

Analysis:  The prospect had asked Jason to provide him with three options to choose from: the first was the low priced economy program; the second the standard version which was the prospect’s initial preference; and the third was the “Rolls Royce” version which the prospect said he could afford.  The first and third options seemed to be almost an afterthought, having been requested just before Jason left.  With three options to consider, it was necessary for the prospect to do an “analysis” of the options.  This analysis became an intellectual activity, weighing the pros and cons and checking the cost/benefit ratios which led the buyer to wonder if he needed more information and whether he had the best price.  He began to think about checking with other vendors and the entire buying process broke down.  Lost in this intellectual activity was the emotional reason why he wanted to make the purchase in the first place.

Solution:  People buy emotionally, and simply justify their purchasing decisions intellectually.  Jason, in his attempt to be responsive to the prospect, had lost the emotional leverage that he initially had.  He gave his prospect too much to think about.  Jason should have qualified further when the prospect asked for additional options.  He should have discovered why the prospect was asking for other options and discussed them thoroughly enough to eliminate all but one.  Then he could have easily gotten a “yes” or “no” when he made his proposal.

The bottom line…don’t give your prospects too many options, qualify more effectively, and stay in control of the process.