Why Giving Your Clients Choices Is a Winning Strategy: Lessons from Goldilocks
As consumers, we love having choices. Think about it: when online shopping, if you see a sweater in only one color, you might glance at it briefly. But if that sweater comes in multiple colors, you’ll probably spend more time considering which one to buy—and you might even choose to purchase more than one to compare.
The power of choice gives us a sense of authority and control in the decision-making process. We weigh our options, envision the potential, and make a decision that feels just right for us.
As small business owners, we can leverage this consumer insight to our advantage. By presenting multiple options to your clients, you not only cater to their preferences but also make them feel valued and understood. Here’s how to effectively implement this strategy in your business:
1️⃣ Offer a High-Ticket Option
Showcase a premium version of your service or product. This high-ticket option demonstrates the full value of what you can offer. Even if this option feels out of reach for some clients, it sets a benchmark and creates an aspirational goal. Clients may dream of reaching that level someday and appreciate the opportunity to see what’s possible.
2️⃣ Provide a Mid-Tier Option
This is where most clients will likely land. The mid-tier option should be well-aligned with their needs and budget. It’s not as extravagant as the high-ticket option, but it offers significant value and addresses their core requirements. This is often the sweet spot where clients feel they’re getting the best of both worlds: great value at a manageable price.
3️⃣ Include a Low-Tier Option
Offer a basic version or introductory service. This tier provides clients with a taste of what you offer without a large financial commitment. It’s a way to let them experience your product or service and understand its value. Often, clients start here but may upgrade to higher tiers once they see the benefits.
Why This Approach Works
By giving clients choices, you:
Enhance Perceived Value: The high-ticket option highlights your premium capabilities, making the mid-tier option seem like a great deal in comparison.
Empower Decision-Making: Clients feel more control and satisfaction when they can choose between different levels of service or products.
Increase Engagement: Clients are more likely to engage with your offerings when they see a range of options that cater to different needs and budgets.
In essence, you’re not just offering a product or service—you’re providing a tailored experience that resonates with their needs and aspirations. And, in doing so, you’ve unwittingly taken a page from a 19th-century fairytale. Just like Goldilocks found the porridge that was “just right,” your clients will appreciate having options that fit their unique preferences and circumstances.
So, next time you’re planning your offers, remember: a choice is a powerful thing. Give your clients the options they crave, and watch how it enhances their satisfaction and loyalty.
