From the course: Persuasive Selling
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Understanding the role of options
- Which do you prefer? To be sold or to buy? If you're like most people, you probably don't like to be sold, but prefer to buy. Being sold conjures up thoughts of a salesman pushing products or services that aren't wanted or needed. However, buying implies that you're in control and had a say in the matter. When it comes to presenting, options are key because they allow the prospect to feel a part of the process and to feel a sense of control. But too many options can be a bad thing. In a retail study involving jam, sales were compared between two displays. The first display had 24 jam flavors to choose from and the second only had six. Significantly more people stopped at the display with dozens of choices, but very few bought, while fewer people stopped to look at the six jam flavors, sales ended up being six times higher because people could discern the differences between six flavors, but they couldn't with 24.…
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