People make decisions by comparing one choice to another. The persuasion principle is known as contrast. Do you ever notice that off-white fabric looks dingy only when it’s next to bright white fabric? That’s contrast. Contrast is used in business to make decisions. When there are multiple choices, we compare one to the others. When in doubt, if there’s only one choice, it’s harder to make a buying decision. Why? There’s nothing to compare it to. If you submit bids, do you only offer one choice to your customers? That is a mistake.
Be sure to offer three options. That way your prospects can compare them. It makes it easier for them to decide- and then buy.