There was a study done asking people to rank the order of which jam tasted best.
Can you picture it? People tasting strawberry, blueberry, maybe an artesian pomegranate white peach combo thrown in for good measure.
(Actually in the study all the jams were strawberry but I like my variation better)
So after the people ranked them all and the behavioural scientists had a pretty good understanding of which jam really was best according to the people – they were thanked, asked to leave, and went on their merry way back out into the world from which they came.
Then a second group of people were brought in and asked to do the exact same thing but with ONE single (yet very important) exception.
They were asked to explain WHY they choose the jams they did.
And you know what happened?
The order of best tasting to worst tasting jams were completely reversed.
Meaning the ones the first group said were delicious, the second group said tasted like tires.
And the ones the first group thought were equivalent to licking a slug the second group thought tasted like nectar from the Gods.
All because they had to explain (ie think about, rationalize, and justify) their decisions.
What’s this mean for you?
Don’t make your customers think too much. Do the thinking for them.
Clarify your message. Be consistent. Bring up benefits and overcome objections and rationalize the decision to buy FOR them.
Because if you have a good service that truly helps people then leaving it entirely up to them to make the “best” decision isn’t a whole lot better than asking them to pick a jam.
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