Two, but Not Three" – A Shoe Salesman’s Secret to Success

A journalist once asked a successful shoe salesman the secret behind his extraordinary sales numbers. The salesman smiled and said, “Two, but not three.”

Curious, the journalist asked him to explain. The salesman shared this story:

“When a customer walks into my store and asks to try a specific pair of shoes, I hand it to them with a smile. After trying it on, they might say, ‘Can I try that other pair too?’ I happily bring them the second pair they want to try.

Now, here’s the key moment: if they ask for a third pair, I respond with, ‘Absolutely, but before I bring it out, which one of the two you’ve already tried would you like me to take back to the rack?’

By doing this, I ensure they always have only two options to choose from. It keeps their focus sharp and avoids overwhelming them. Most importantly, it helps them feel confident about making a decision.

Every time I present just two choices, they pick one and buy it. But when I allow them to juggle three or more options, they almost always walk out without buying anything. That’s the power of keeping choices limited—two, but not three.”

Why It Works: This technique works because of a phenomenon called choice paralysis. When we’re faced with too many options, our brains feel overwhelmed. Instead of making a decision, we freeze, overanalyze, or delay the choice altogether.

By limiting options to just two, you make it easier for the customer (or decision-maker) to focus, compare, and decide. It removes unnecessary friction from the buying process and builds their confidence.

Takeaway for Sales and Leadership: Whether you’re selling shoes, presenting solutions to a client, or helping your team decide on a strategy, remember: Keep the choices simple. Two, but not three.

This small adjustment can lead to faster decisions, greater clarity, and better outcomes for everyone involved.

Have you ever faced “choice paralysis” in your work or personal life? Share your experience below! ??

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