Preview Mode Links will not work in preview mode

Apr 19, 2023

This one is the 6 of Spades from the Selling Value card deck.

Make it simple for buyers to decide. One of my favorite sayings is, “A confused buyer won't buy.”

If you think about it, we're all afraid to make mistakes. We don't want to make mistakes. And the more difficult we make the decision, the more likely somebody thinks, a buyer thinks, they might make a mistake. We want to make the decision really simple, really clear, really obvious, so that our buyers don't think they're making a mistake.

There are two techniques that are really common in simplifying this decision process. One is Good-Better-Best. If you have a complex price list, a complex set of options, buyers get confused. They really don't want to make that decision. They don't want to make a mistake. But if you can simplify the decision into a good-better-best offering, it's so much easier for buyers to make that decision, and they're so much more likely to make it.

Another place we often see the simple decision for buyers is called The Decoy Effect. This is a psychological aspect in pricing. But a decoy effect is essentially good-better-best, but it's where you make the better price and the best price really, really close to each other.

And so, buyers look at that and it's easy to make a decision between best and better because it's a slight, or maybe even no price increase, and they get a lot more. And so, yeah, I can choose best over better. And once they know they can make an easy decision, they feel like they're not going to make a mistake.

So the rule here, make it simple for buyers to decide.

We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script. If you want to get better at speaking about pricing and value, grab a deck of our cards, pick a card, read the saying, and then talk for one to two minutes about what that card says. You'll become a better speaker and expert.

If you have any questions or feedback, please email me,

Now, go make an impact.


Connect with Mark Stiving: