250 reasons why I don’t eat at The Cheesecake Factory

The first time I opened a Cheesecake Factory menu in the U.S. my head almost exploded.

I’d never seen so much choice.

There’s something like 250+ meals you can pick from.

From Mexican, to Italian, to Chinese, to burgers, steaks and salads.

It’s incredible.

And, while that might seem like a positive, I actually think it’s a huge negative.

The reason?

Because it takes me 35 minutes just to make a decision on the appetiser!

My brain hurts just thinking about it now.

And there are many companies out there that don’t get this.

Lots of choice is not a good thing.

It just puts your prospect in “analysis paralysis,” and if you do that online, it’s all too easy for them to close your webpage and move on to a competitor who makes it easy for them to buy.

Case in point:

There’s a great book I read a long time ago called “Don’t Make Me Think.”

It’s written by a guy who designs web pages.

And, what he basically says throughout the book is - when someone comes to your page or website, you don’t want to make them think.

Meaning…

It should be very easy for them to navigate around.

Things should be in their logical place.

And most of all…

Don’t give them multiple choices when one is all they need.

Giving lots of choice just confuses your prospects and ends up them not making a choice at all.

And that’s exactly what I experienced at the Cheesecake Factory.

Moreover….

That’s exactly what I’ve experienced helping thousands of Coaches.

Often I’ll speak to a Coach and they can’t figure out why their offer isn’t selling.

They tell me…

“I give them so many options to buy, but they don’t take any!”

And to that I say…

“Yes! Because they’re totally confused!”

Here’s the deal:

Your prospect doesn’t want 5 different programs to choose from.

They don’t want 3 different programs to choose from.

And they don’t even want 2.

Making them pick between 2 or 3 (or more) programs is just a recipe for confusion.

And when they’re confused, they won’t buy.
Instead, take away the choice.

Don’t make them think.

Tell them which program is best for them and their situation, then give them ONE option to buy at ONE price point.

This is a much easier way to make the sale.

Then, if they don’t buy, you have The Aussie Hermit’s permission to reduce the price to your “down-sell.”

But here’s the thing…

The “down-sell” should be the exact same offer - getting the exact same result - only with less access to you (ie. you sell them group coaching instead of 1-on-1, or a Facebook group instead of group coaching etc).

Make sense?

The funny thing is…

I rarely go to the Cheesecake Factory anymore when I’m in the U.S..

It’s just too painful watching others take 60 minutes to pick a dish.

And if for some reason I get dragged along by friends, I get the same thing everything time:

Almond-Crusted Salmon Salad.

I get it because I know it’s good.

I get it because it means I don’t have to look at the menu.

And I get it because I don’t have to think.

With that being said…

If you need help closing high ticket clients, that’s exactly what I show you how to do in my 15 Minute Client program.

Inside I teach you my “Q&A Close” method for getting “pre-sold” prospects on the phone ready to buy.

And then I take you through my script for closing them without feeling like a used car salesman.

To be notified when spots open next, put your name on the waitlist here:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Man Cave, Canberra