When so many choices are made available, consumers often find the decision-making process frustrating, Perhaps due to the burden of having to differentiate so many options from one another in an attempt to make the best buying decision. – ROBERT B. CIALDINI & CO.
As a brand reaching out to the consumers when is more, less in a buying decision? We all know the feeling of excitement that cannot be contained. I was excited when I reached out to the lady online asking her to send me the samples of her Snickers collection so that I could make a selection and make a purchase. I told her the kind of Snickers I wanted and I was sure she understood me.
The sales lady reached out to me with over 30 online samples of Snickers. It was an overwhelming task to make a pick out of those collections she sent. Guess what I did? I kindly pleaded to her to please assume she had not sent me any online samples and resend me few samples in line with what I wanted to be able to make a buying decision.
Unfortunately, many brands are tagged to this sales lady who is more concerned about pushing everything content and everything product to their consumers. The side effect of this is that it causes disengagement and loss of Interest to make a buying decision, leading to an overall reduction in motivation and interest in the product as a whole. This is to say that simplicity is key to win a consumer to make a purchase. Cognitive or processing fluency is the ease with which information is processed.
Basic research on cognitive fluency has been applied to marketing. For example, sophisticated sites full of redundancy are difficult to understand and this can hinder a prospective customer from taking an action. For marketers, this means that the easier it is for people to understand an offer, the more likely people are willing to buy.
In another insight, what does this mean? Does it mean that brands should say no to varieties of products and services when appealing to their consumers? Before attempting to answer this question, let’s first consider you and your friends headed to one of the finest cold stone creamery stands that have over 500 repeat customers monthly, and you all are supposed to make a buying decision.
Upon entering the store, you made an order for two spoons of cold stone but you are stuck in excitement to choose from ten varieties of flavors and twenty varieties of toppings that includes chocolate-covered strawberry, instant winter wonderland, pineapple upside-down cake, chocolate strawberry cheesecake, cherry cobbler, and lemon pie, etc. a few minutes later, you all have a different eclectic array of ice-cream and toppings.
What does this mean?
Unfortunately, as we talk about “more and less”, there are companies that have an array of prospective and repeat buyers that have to make a buying decision from different varieties of products. And sometimes, these buyers don’t make a buying decision until they have surveyed different products and services to make a choice.
Customers sometimes don’t know what they want.
But these do not apply to all customers. This is more reason why as a brand you should know your customers and know your brand, too. You should be able to know what draws your customer. Are your customers buying decision activated by varieties of products and services or not?
By saturating the market with overwhelming products can make your brand be at a loss and bring redundant in sales. A brand can enhance a buying decision by reviewing its product and cutting out less- popular products.
The popular saying that variety is the spice of life can be true in some cases, however, in some circumstances, too much spice can be the ingredient that spoils the dish and as a result in the marketing sphere, spoil your persuasive marketing strategy.
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