Fewer, but better, choices can bring on more sales

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By Rhonda Abrams

I have a terrible time buying toothpaste.

You've probably had a similar experience: I stand in the toothpaste aisle at a place like Target — and yes, there's a whole aisle just for toothpaste — and I'm overwhelmed.

Sure, I use Crest, but which Crest?... Crest has 41 varieties...

Why do companies make buying so complicated?

For a small business, this question is critically important. Every product or service we develop or sell takes investment.

We need to make sure we can sell what we make or offer. Surprisingly, giving customers too many choices is likely to lead to fewer sales.

More here.

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