Mitigating the problem of choice overload will result in more closed sales. This will reduce buyer fatigue and hopefully lead them to purchase a schedule. Before you ask the buyer how many spots they want to run a month, start with the message and decide if ten, thirty or sixty seconds is what’s needed.

Condition: To keep your buyer engaged throughout the buying process, start small with choices before you go with too many.

Iyengar makes the case that we think we have more choices and will go forward easier when we see categories of what to buy. Put a proposal together with live or recorded spots, Sales promotion or public service, google or streaming advertising.

Categorize: Buyers can handle more categories than choices.

Make the proposal something they can see, feel, hear or touch. Will a recorded spot make you laugh? Play one. Will a remote at an on-premise event bring a crowd? Show them a photo.

Concrete: Make them visualize the choices.

But, by limiting their choices to only 3, you have their attention and decision.

The idea is to get the client to select the average proposal which will get the job done. I like the classic three proposals of Least, Most, and Average Money. Here are the 4 C’s when it comes to making it easier for clients to say yes to our proposals: Most grocery stores can carry up to 45,000 products, but Aldi has achieved great success in the US with only 1,400. Maybe we need to take the lead from grocer Aldi. According to Iyengar, the choice overload will only make our buyers less engaged, more likely to make a poor decision, and less satisfied with the opportunity.

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