Simplify the decision-making process

This week I went from being hopelessly on the fence about a purchase to confidently swiping my credit card in a matter of seconds… And I think we could easily incorporate this simple tactic to improve our sales and help guide our customers to the best decisions.

I’m often most inspired about ways to improve my business not when I’m thinking as the business owner, but when I’m someone else’s customer. Being on the other side is a powerful reminder of how our clients might feel during interactions with us.

This lightbulb moment happened during a conversation I was having with a salesperson this week… It wasn’t hard for him to spot my hesitation as I mulled over my options. And just when I was about to tell him I was going to go home and think on it and come back, he interrupted my thought to say “Most people go with ___”.

That was all it took. Without hesitation, I agreed, handed over my credit card, and walked out of the store excited about my purchase (the same one I was about to walk away from moments before).

What I realized on the drive home was that my struggle wasn’t about picking the best option — it was the fear of making a mistake.

Had the salesperson went on to overwhelm me with more details and specifications, it wouldn’t have moved me any closer to a purchase. Instead, he used social proof to guide me to a confident, safe decision.

I have to imagine our clients feel just like I did when they talk to us… The things we talk about must sound like a foreign language to them!

More details (which is what most of us tend to provide) might be less helpful (and more time consuming) than simply offering a suggestion based on your experience.

By offering a suggestion and backing it up with evidence (like social proof of what others have successfully chosen), we not only simplify their decision-making process, but build authority and trust. It tells clients we’ve been here before, and we can help guide them towards their goal.

It’s important, of course, to use this strategy ethically. It should be used to guide clients to decisions that they could genuinely benefit from — not manipulate them into making choices that only serve our own interests. That sort of thing will burn bridges and erode all credibility as soon as clients realize you we’re only interested in making a buck.

I see this as a perfect fit anytime you’re offering choices (like care plan packages) — but also fits nicely into upsells (like suggesting on ongoing SEO retainer or paid ads after their site goes live).

Do you see yourself using this tactic? I love the idea of being able to be genuinely helpful while reducing friction and helping simplify the decision making process for my clients.