Imagine you invite someone to your home and ask, "Would you like some tea?" They can simply say yes or no – and a no is a no!
Now, reframe that question: "What can I get you - tea or coffee?" The choice isn't about whether they'll drink something, but rather what they'll drink. You've significantly increased the odds they'll accept your hospitality.
Business proposals work the same way. When we present just one option, we're essentially giving our prospects a binary choice: yes or no. But what if we offered them two thoughtful options instead?
Perhaps one CapEx-heavy and another OpEx-friendly.
Or one premium, fully-featured option and another basic, cost-effective solution.
Or one option is to develop an MVP, and the other option is to build the full-scale product.
By offering clear, simple choices (be careful of decision fatigue — avoid needing a spreadsheet!), you're guiding the client toward making a positive decision, rather than risking outright rejection.
It's about understanding human nature: we prefer making comparative choices over absolute decisions.
Next time you propose to a client, consider giving two distinct, clear, and compelling options. You'll likely see your conversion rates climb.
Have you experienced this in your business? I'd love to hear your thoughts and stories!