Less is more: Offer Your Customers Fewer Options

The best museum curators are picky. They don’t hand out wall space to any artist who sends them a portfolio. Curators are thoughtful about the content they provide to their patrons. They only show the best. In addition, they are thoughtful about how and when they exhibit particular work.

Consumers today are presented with infinite options for any given purchasing decision. They look to experts to tell them about the best options. Like a curator, as a rental business owner, you have the ability to pick and choose what you show your clients. This process starts in the buying and continues through the execution of the order.

More options aren’t always better. People often have a difficult time making decisions when they are unfamiliar with how to compare options. For this reason, it may be in your customer’s best interest to present them with fewer rather than more options.

In Nudge, Thaler and Sunstein make this point:

“Two of the best restaurants in Chicago (Alinea and Charlie Trotter’s) give their diners the fewest choices. At Alinea diners just decide whether they want fifteen very small plates or twenty-fice tiny ones. At Charlie Trotter’s, the diner is asked only whether to limit the dining to vegetables or not. […] The benefit of having so little choice is that the chef is authorized to cook you things you would never have thought to order.”

In the same way, you can guide your clients by presenting only the rental pieces that are a good fit for them. This curated approach will demonstrate your expertise and allow your client to get items and combinations they wouldn’t have come up with by themselves. Don’t overwhelm them with too many options; steer them towards only the best.

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