Too many choices are no choice at all

Why simplicity is your best pitch in sales calls

A few weeks ago, I walked into a store to pick up some essentials. My plan was simple: grab meat, snacks, and maybe some jam for the days i dont feel like cooking.

But when I hit the jam aisle, I froze. There were 24 flavors staring back at me mixed fruit, guava, strawberry, mango, pineapple, kiwi... the list went on.

A helpful salesperson offered samples, so I tasted a few. But the more I tasted, the harder it became to decide. I ended up walking away with nothing.

A week later, I returned to the same store, and this time, there were just six flavors. No samples, no sales pitch, just a neatly arranged display. I grabbed the mango jam without hesitation and left.

This experience taught me a lesson about the power of simplicity—and it’s one that applies directly to sales calls and pitches.

The paradox of choice in sales

Just like that crowded jam aisle, sales calls often fail because we overwhelm our prospects with too much information.

When you’re pitching to decision-makers, their time, attention, and mental bandwidth are in short supply. Overloading them with every feature, every pricing option, or every success story doesn’t make your solution more appealing—it makes it harder to choose.

Research proves it. In a famous study by Professor Sheena Iyengar, shoppers presented with 24 jam options were far less likely to make a purchase than those presented with just six options. More choices attracted attention, but fewer choices converted into sales.

The same principle holds true in sales calls: too many choices lead to decision fatigue, uncertainty paralysis, and lost confidence.

How to simplify your sales pitch

So how do you strike the right balance between offering enough information to build trust and avoiding information overload?

Here are five practical strategies:

1. Lead with their problem, not your product

Start by addressing the prospect’s pain points directly. Tailor your pitch to show how your solution solves their specific problem, not how many features your product has.

Example: Instead of saying, “We offer Front End, Back End, Cloud, Mobile, IoT, Block Chain and AI ML development services,” say, “I understand your team might be struggling with a particular skill so lets talk about that first.”

2. Present one clear pathway

Offer a focused solution that’s easy to act on. Don’t overwhelm prospects with multiple packages or customization options at the outset. Frame your recommendation as the obvious next step.

Example: “Based on what you’ve shared, our short term Hire a programmer plan is perfect for where you are now. As your business grows, we can explore premium options.”

3. Highlight meaningful choices

If options are necessary, structure them around your prospect’s priorities. Avoid a detailed comparison of every feature—focus on what matters most to them.

Example: “Our clients in your industry typically go with Plan A because it focuses on [specific benefit]. Does that align with what you’re looking for?”

4. Use analogies to simplify complexity

If your solution is technical or multifaceted, use analogies or relatable stories to make it easier to understand.

Example: “Think of our business like your extended team and not as a partner. We can take up all your tasks so you can focus on growing your business.”

5. End with a clear call to action

Don’t leave the next steps open-ended. Summarize your pitch and ask for a clear commitment.

Example: “If this feels like a fit, I can send over a proposal by tomorrow. Would that work for you?”

Why simplicity wins in sales

Simplicity doesn’t mean dumbing things down—it means making your pitch accessible, actionable, and memorable.

When you focus on clarity, you:

• Reduce decision fatigue.
• Build confidence in your expertise.
• Make it easier for prospects to say “yes.”

The next time you’re on a sales call, remember: a confused prospect never buys. Your goal isn’t to sell every feature or benefit it’s to sell the one jar of jam they’ll love.

Over to you

Have you ever struggled to simplify your pitch or felt a sales call slip away because of too much information? Share your experiences or tips in the comments—I’d love to hear them!