Three-year-old Kara was throwing a
tantrum. She didn't want to go to bed, of that she was certain.
"Do you want to brush with the
red or the blue toothpaste?" her dad asked gently.
"Blue," she said, glad to
be given the opportunity to make a decision.
Ten minutes later, Kara was well
tucked in, wondering when she'd agreed to go to bed in the first
place.
You laugh at the story, don't you?
The method used to get Kara into bed seems a bit like trickery. And
who am I to say that it's not? Yet I want you to pay attention to
one thing. Kara was glad to be given a choice between yes and yes.
Your
clients are not much different
Clients come to you every single day
asking you to give them a choice. A choice between yes and yes.
Instead, all you're giving them is a choice between yes and no.
My friend, your bank account would
see far better days if only you'd step back and use the immense
power of the choice between yes and yes.
Of course, you don't have to believe
that this choice factor works. You don't have to believe your sales
will go up. All you have to see is proof.
So in this article I'll demonstrate
the psychological factor of choice: how it can work for you and how
it can turn against you and bite you in the-you-know-where.
It
all began on one stupid loss-making November's day...
If you look at thison
our site, you'll find that you get the choice to buy two packages.
One is the copy of the Brain Audit, and the other choice is a copy
of the Brain Audit + the Brain Audit Rip.
Till the middle of November, we had
both offers up. Then one ego-driven morning we decided to pull the
plug on one choice.
We gave customers the choice between
a yes and, um... NO!
Almost within 24 hours, our sales
started going south for no apparent reason at all. We ignored this
sickening slack for about a week. Then we looked back at what was
working. And we put back the choice between yes and yes.
The customer was back in choice-ville,
and the sales soared.
But
here's the curious part
Of the two packages, one has a much
higher price. Yet, over 97.5% of customers, when given the choice
between the two packages, chose the higher-priced package.
The customer knows exactly what she
wants. And when given the choice between yes and yes, she takes a
decision to buy that which creates most value for her. Of course, if
there's an enticement to buy, as there was in this case, then
there's a far greater likelihood of her buying the more expensive
product.
Think about it. If your revenue shot
up, if customers were buying higher-priced products, what would you
logically do? Wouldn't you take the same concept and use it
everywhere you could?
You'd think a smart person would do
that, wouldn't you? But no! As we speak, the only product that has a
choice of YES and YES is the page I've already mentioned above.
Don't
stop at one point—take the concept through its paces
If you're in consulting, look at the
choice between yes and yes. Are you giving the customer a choice
between package A and package B? Or do you offer just one package?
If you're selling products, the concept of yes and yes choice stays
put.
And once you've found that the
concept works, puh-lease don't do the dumbo bit. Audit every
possible thing you sell. And put in a yes-and-yes factor. Doing so
will bring you not only a higher quantity of sales but also a much
better price on every product/consulting assignment.
I
said yes and yes... NOT yes and yes and yes and yes
You, me, we all crave choice. But
give us too much, and we go a little waka-waka in our brains.
Because choice is based on rejection. To choose the strawberry ice
cream, you must mentally refuse all the other flavors.
If you give clients too much to
choose from, they will end up rolling their eyes, doing a REM check
and shutting down their brains before you have time to do anything
at all.
Keep your options simple. Keep the
choice between yes and yes.
So that
even a three-year old has no trouble choosing!
