Choice is good. That is a fundamental principle of western economics. However research now suggests that the choices contained within your sales proposals and quotations can have an important role in determining success.
Your customer will weigh up the alternatives and select the the best price-value mix, right? Well, perhaps not always.
Research suggests that there is less rational-analytical dimension to the choice-making process. More importantly it shows how the seller can use this to sway the buyer’s decision.