We all like to have choice.

While too much choice can be mind-boggling and a bit overwhelming, we do not want to be offered a single option.

We like to feel in control, that we have had sufficient information and choices to make the right decision.

This gives us a sense of power and ownership of the final decision and invariably means that we are happy and satisfied with the outcome.

Choice is especially important for buyers of your accountancy firm’s products and services.

No one likes to hear the phrase ‘you can have any colour you want, as long as it's black’. This is called ‘Hobson's Choice’, after Thomas Hobson, a 17th-century stable owner in Cambridge, who required customers to take the horse nearest the stable door, ensuring fair use of all his horses. It’s very much ‘take it or leave it’ and it removes our sense of control, resulting in resistance.

Knowing this, why would you want to offer your buyers just one pricing option?

Providing your buyers with a carefully structured, measured and tested pricing plan will give them more control and will give you a competitive advantage.