The Option Paralysis
Research has shown that when consumers have TOO MANY options, they tend to choose none of them and do not make a purchase. The key is to present just a few options. (Which, tangentially, makes the approaching Democratic primary fascinating, with about 15 people in the running.)
When you deal with your clients, narrow down the options if you want speed of response. That’s why I’ve always favored only three options in proposals. Help them to limit their own options when dealing with their customers. If you buy an Apple computer or phone, you only have to make a very few choices. Why should you have to make more when buying a toaster or an insurance policy?