Have you ever been disappointed for choosing the wrong option? It is quite obvious that everybody has, but...is Barry Schwartz right when he affirms that we are guilty of taking wrong decisions? Actually, listening to him I felt identified with some of the examples that he comically explained but from my point of view, there is a concept which should be deeply analyzed not to confuse anyone, and this refers to consumers’ guilt.
At this point, I would like to differentiate two kinds of customers: the one who knows everything about the product wanted and has in mind just one specific idea; and the other one who has just a need to be satisfied. While the first will spend just a minute purchasing, the second will easily get confused because more than one product will fit his expectations. Thus, the “crime” will be only done by the last one because of his lack of information concerning to the different options available to satisfy his needs.
As far as Barry Schwartz’s opinion is concerned, paralysis does exist when you have to choose among many alternatives. The paradox is that customers can reduce the effects of the paralysis by being more and more informed. First customer can find himself the information he requires but often is easier to ask a professional for a piece of advice, the second customer. The problem comes when instead of solving the doubt, the salesperson only wants to sell something because, at the end, the customer won’t be happy with the acquisition and the salesperson won’t gain the confidence of a potential client.
Now, who is losing more salespeople or customers? Which opportunity cost is higher? What I get from these questions is that salespeople MUST be always honest because otherwise they will never sell more than once to the same customer and although generating new clients is important, it is much more expensive. So, salespeople must take into account that losing a sale could sometimes mean winning a new customer or retaining an existing one.
“The way to maximize freedom is to maximize choice; the more choice people have, the more freedom they have and the more freedom they have the more welfare they have”. Is that sentence so ironic? Taking into account what I have mentioned in previous paragraphs, it shouldn’t be because customers could experience all this process by reducing the risk of uncertainty.
Another important issue is the expectation a product can cause. Once again, the probability that the second customer can be unsatisfied with the decision taken will be considerably higher because his expectations will be “unreal”. So, as the customer is the most interested in choosing the best option, I strongly recommend that everyone should take into consideration all the options available BEFORE purchasing so as not to be frustrated.
THEREFORE…THE SECRET TO HAPPINESS IS NOT LOW EXPECTATIONS; THE SECRET TO HAPPINESS IS LOW RISK OF UNCERTAINTY…
At this point, I would like to differentiate two kinds of customers: the one who knows everything about the product wanted and has in mind just one specific idea; and the other one who has just a need to be satisfied. While the first will spend just a minute purchasing, the second will easily get confused because more than one product will fit his expectations. Thus, the “crime” will be only done by the last one because of his lack of information concerning to the different options available to satisfy his needs.
As far as Barry Schwartz’s opinion is concerned, paralysis does exist when you have to choose among many alternatives. The paradox is that customers can reduce the effects of the paralysis by being more and more informed. First customer can find himself the information he requires but often is easier to ask a professional for a piece of advice, the second customer. The problem comes when instead of solving the doubt, the salesperson only wants to sell something because, at the end, the customer won’t be happy with the acquisition and the salesperson won’t gain the confidence of a potential client.
Now, who is losing more salespeople or customers? Which opportunity cost is higher? What I get from these questions is that salespeople MUST be always honest because otherwise they will never sell more than once to the same customer and although generating new clients is important, it is much more expensive. So, salespeople must take into account that losing a sale could sometimes mean winning a new customer or retaining an existing one.
“The way to maximize freedom is to maximize choice; the more choice people have, the more freedom they have and the more freedom they have the more welfare they have”. Is that sentence so ironic? Taking into account what I have mentioned in previous paragraphs, it shouldn’t be because customers could experience all this process by reducing the risk of uncertainty.
Another important issue is the expectation a product can cause. Once again, the probability that the second customer can be unsatisfied with the decision taken will be considerably higher because his expectations will be “unreal”. So, as the customer is the most interested in choosing the best option, I strongly recommend that everyone should take into consideration all the options available BEFORE purchasing so as not to be frustrated.
THEREFORE…THE SECRET TO HAPPINESS IS NOT LOW EXPECTATIONS; THE SECRET TO HAPPINESS IS LOW RISK OF UNCERTAINTY…
I agree with your conclusion
ResponderEliminar