When we met Becky we knew straight away she’s a wonderful entrepreneur who was looking to give great value to all her clients. That’s why it was essential to identify why, if the call was great, when the proposal was sent, it was a hit-and-miss game. Some would not answer, others would pick and choose from the list of options, instead of choosing one package that would be better suited for them.
We started with the proposal to understand what the client was seeing. A few problems became apparent:
- The client had too many options to choose from, leading to something that in marketing psychology is called “analysis paralysis” or the Paradox of Choice, a term coined by psychologist Barry Schwartz. When people are presented with too many options it puts stress on the mind.
- The proposal listed out financial terms without explaining the jargon, talking about the need or the benefits of each. To anyone outside of the finance sector, it looked like a foreign language. Simply put, the proposal left clients confused.
- Because the template was sent as a standard after the call, nothing was tailored to reflect the conversation with the client.
Through the client’s eyes, the proposal meant extra work.