In his book, The Paradox of Choice, Barry Schwartz comes to an interesting conclusion involving human choice.

"People choose not on the basis of what’s most important, but on what’s easiest to evaluate.”

Common sense would dictate that if you were given a list of choices, you would choose the one that is most important to you, when in reality humans usually choose the one that is easiest for them to understand and evaluate. Very often we do so because we don’t have the time to put in the research necessary to make an informed decision. Politicians are rarely elected based on the majority of people doing research on their background and the policies they support. They are elected for the fact that people can relate to the message they are spreading and because we have heard of them before.

Seems to make sense to me. This is one reason why the vehicle manufacturers combine options into option packages. Also why it may NOT be a good idea to walk the inventory with the customer looking to find the vehicle the customer may be interested in. It is much better to have a needs and wants conversation with the customer in the showroom and then bring the oldest vehicle from the inventory that most matches their needs and wants to them.

Do this and you may find you sell more because it is easier for the customer to decide.

What Do You Think? How does this apply to selling cars?