Have you ever thought that you have created a product and service for your customers? But in reality, your goods only sell a little.
In the past, grandparents had no choice because the Dutch colonialists had determined everything. And in our parents' time, we may have been lucky because we had the option of where to live or go to school where everything was free.
Moreover, nowadays, we have more choices for business and office work; everything is wide open. In each alternative, we are presented with more options. But unfortunately, even though we have more options, we are not as lucky as our parents.
That is the conclusion Barry Schwartz wrote in his book The Paradox of Choice. He said that when people are given more alternatives, they feel more overwhelmed. He said that the more choices a person has, the more burden they feel, resulting in the person becoming confused, giving up, and ultimately not choosing.
Nowadays, so many people feel confused; they feel overwhelmed by the many choices, whether changing businesses, changing jobs, or needing clarification about choosing a partner who ends up not getting married.
This might happen because they have more choices. Some psychologists, Mark R. Lepper from Stanford University and Sheena S. Lyengar from Colombia University experimented at a supermarket. And they also invited visitors to taste the bread jam provided. The buyer will even be given a discount if the visitor buys their jam.
In the first session, they displayed 20 jams; in the second session, they only displayed six jam choices. And what happened? When they displayed 20 jams, only 3% of visitors made purchases. And did you know that when they only displayed six jams, people bought more, namely 30%?
The conclusion: buyers tend to make purchases when they have few choices. And now, let's take a look at our product! How many products do you offer to your customers? And how many variants are there for each product?
This may make your customers feel confused and decide not to buy anything. I often experience this when I want to buy clothes. Which confused me, and in the end, I didn't even buy it.
Friends, did you know that when Steve Jobs returned to Apple in 1997, the first thing he did was reduce the number of Apple products to just four? And this makes the Apple brand more focused.
And it is also more accessible for the marketing team to market Apple products. It has also made it easier for Apple customers to make purchasing decisions. And this is the starting point for Apple's revival.
Our job as sellers is to make things easier for our customers so we don't make things more complicated for them. We should think harder, not the opposite. Yes, everyone can make a product, but unfortunately, not everyone can create one that meets customer needs and desires. So now it's up to you to decide whether to sell more or just a few because it depends on your decision as a business owner.