A lot of salespeople say that an easy mistake is to present the buyer with choices. Instead, it’s more productive to be the expert, listen to the prospect’s requirements, and present the most appropriate producer or service. Experts don’t generally leave the final choice to whoever they’re advising.
Does your website have the conviction to find the right solution? It is, as we all know, your most important salesperson. Too many websites just lay out all the options, and leave the reader to work out which might be the most appropriate. “Contact us to discuss your needs” is little more than a lazy getout for a ‘brochureware’ website.
If you have a broad product or service offering, you need to talk prospects through the options, perhaps by walking them through explanatory articles. Remember, your competitor with only one product isn’t leaving them in doubt about what they should be doing.