Narrow the Choice

“Less is more.”

– Ludwig Mies van der Rohe

Narrow the Choice

Happy Mother’s Day! Since this edition falls on the eve of our favorite matriarchal holiday, I thought I’d share a parenting lesson that’s also solid sales advice.

I used to struggle to get our youngest child dressed and out the door in the mornings. The hardest part was getting him to pick what he’d wear to school. I tend to be decisive and impatient. Him, not so much. He’d survey his wardrobe as if the world’s fate depended on his ensemble. Ten possible shirts, five potential pants, a dozen mismatched socks, three pairs of shoes, and two jackets. This may not sound like much, but it’s actually around 3,600 possible sartorial combinations. I’m pretty sure he considered every single possibility some mornings. The frustration was real.

Wendy saved me when she shared that I should narrow his choices. Don’t leave him staring at a dresser full of near-infinite possibilities. Lay out three outfits and let him choose one.

The next day, I laid three outfits on the floor and asked, “Which one would you like to wear today?” He studied the selections and made his decision. Voila! With this simple hack, the “Great Getting Dressed for School Crisis” was averted. Mom saved the day. Again.

In SHIFT, we share research that supports Wendy’s shrewd advice. Researchers from Columbia University and Stanford University observed grocery store shoppers in the jam and jellies aisle. While shoppers are more attracted to larger selections of fruity spreads, they are less likely to buy. Jam or jelly? Blackberry, Strawberry, Raspberry, or Grape? (No, Paddington. Orange Marmalade is not a valid option!) Things changed when they removed most of the spreads. Buyers were ten times more likely to buy if they chose between six options rather than between twenty-four. Less is, in fact, more when it comes to decision-making.

When it’s time to help your client decide, take mom’s advice: narrow the choice.

One question to ponder in your thinking time: How can I celebrate the moms in my life this weekend?

Make an Impact!
Jay Papasan

Co-author of The One Thing & The Millionaire Real Estate Agent ​