Decision paralysis is a real thing. It’s when your buyers are so overwhelmed with information that they can’t make a decision. Best case, they simply delay. Worst case, they cancel the project, spend their money on something else, or they just go with the incumbent. Neither of those options are good for any of us, especially when you’re the incumbent.
So, how do we prevent this from happening? Here are three strategies.
1. Make Sense of the Information
We need strategies that will help buyers make sense of the information that they’re receiving. Perhaps conduct open forum discussions and ask questions about what they’re seeing, feeling, and hearing. This will help us build our presentation around helping them make sense of that information.
One of the ways that we can get past decision paralysis is by making sure that our clients see us as the insider. To achieve this, we need referrals and testimonials. We need people inside their organization and outside their trusted advisors or centres of influence to all say, for example, “Yeah, Colleen is the person that I would trust to do this.” Indeed, inundating the customer with referrals and testimonials is an incredibly effective way to position yourself as that insider who will be the least risky choice.
3. Talk to Multiple People Inside the Organization
We also want to make sure that we’re dealing with a broad number of people inside that organization. Accomplishing this will help create the perception that you are the most notable incumbent present in their organization, reducing the risk of those clients doing business with someone new.
Helping buyers make sense of the information, referrals, and talking to multiple people inside the organization are the three strategies that will indeed help you put an end to decision paralysis.