“Choice of one”, no options or alternatives, a much more effective sales strategy.

Many years ago, I went to a highly regarded graphic designer to have a corporate logo designed for a business I was starting.

We talked about my ideas and I concluded with explaining to her that I was not a designer and had little artistic flair, thus I wanted her to use her creative skills and design something for me that fits the business purpose and looks good. That was why I was hiring her, not just to execute the project but to design the concept.

She did not get it, as when I came back to see what she had created she showed me over twenty different variations. Frankly, all of them were good, and I was totally confused and at a loss as I could not determine which was best, they all looked good…so I told her I would take them home and think about it.

I then hired another less renowned designer and with the same instructions I returned and she showed me one design…It was terrific, perfect and we used it. I was very happy she had given me what I asked for.

This exercise was very impacting and taught me early a very important lesson which I carry with me to this day and share with many when the time is appropriate. I call it the “choice of one”.

In short, when asked to provide a response of any kind, resist the temptation to provide unlimited options. Options are simply a way of saying in many instances that you are not sure of what the best answer may be so here are a few to choose from. This may be appropriate in specific situations, but over all people want, respect and appreciate the right answer when asked, not a choice of a dozen answers, with the responsibility then shifted to them to choose one.

If asked for a response, and if asked because you have expertise, or are a source, or represent authority, or are selling something, give the answer, the opinion, the conclusion, whatever is requested, not a choice of many options or many answers. Be the expert you were perceived to be when asked in the first place.

Even at a restaurant with a full menu describing a dozen choices I frequently ask the waitress whats best. I just as frequently go along with the recommendation as that’s the question I asked and the answer I wanted.

Yesterday when working with a client who was providing a proposed program for his client, he expressed annoyance that they were not getting back to him. I asked him how many options he provided, he said three, I remarked it was two too many. He looked at me quizzically and I said, they are now bogged down in deciding which one they like best, this will take a while and may prevent a final decision all together, as the choices created uncertainty and did not support a secure and comfortable decision easy to make. You lose the momentum and focus and have wasted allot of time on the wrong issue. Give them one program I suggested. They can reject it, make adjustments and suggestions you can redo and then conclude… its the “choice of one”.

I have applied this concept repeatedly through out my business career, always limiting the choice to my best effort, my best suggestion, my desired conclusion and then worked back if necessary making adjustments to satisfy the clients needs.

Many mistakenly believe that by providing numerous options and choices, you are enhancing the likelihood for success, when in reality I believe you are diminishing the potential for success.

Try it…”the choice of one”…it works. Call for assistance. 413-549-2966.