?? Why Customers Make Bad Choices (And How I Learned the hard way)

Ever had that moment where a customer decides:

• To go with the "budget" competitor?
• DIY their solution into a spectacular mess?
• Or worse...do absolutely nothing (aka the ol’ “I’ll have a think about it”)?

It’s frustrating, right?

You’ve got the answer to their problems—heck, you are the answer—and yet, they pick the option that screams, “This will end in tears.”

But I get it. I’ve been there.

Not just on the giving end, but the receiving one too. Years ago, I was that person making terrible decisions for my business:

• Chose the cheapest web designer (turns out “free” wasn’t much of a bargain).
• Tried to do everything myself (turns out I’m not a magician and an accountant and a graphic designer).
• Even procrastinated myself into oblivion.

And guess what? I paid the price every single time. ??

Here’s the truth: customers make bad choices because they don’t realize the cost of the “cheap” option until it’s too late.

Why Is This Happening?

• They’re confused. There’s too much noise out there, and they don’t know how to distinguish the real solution from the fluff.
• They don’t think they have a problem. Everything feels “fine,” so why would they invest in fixing something that doesn’t seem broken?
• The problem doesn’t seem big enough. It’s easier to ignore small issues than face them head-on—until they snowball into disasters.

It’s not always their fault. If we’re honest, sometimes we haven’t explained things clearly enough, or we’ve underestimated just how much clarity they need before they feel confident to act.

But What About the Ones Who Say Yes?

Ah, the sweet relief when they finally choose you.

But then they throw a curveball: instead of taking your expert recommendation, they opt for the low-ticket option or less-than-ideal service.

You’re grateful they’ve signed up (yay!), but you can’t help feeling a twinge of disappointment. You know they’re missing out on the real transformation you could deliver.

It’s like ordering a gourmet burger but saying, “Hold the beef, cheese, and bun—I’ll just take the lettuce.” (Seriously, Brenda? Lettuce?)

And here’s why it happens:

• They’re scared of spending more.
• They don’t fully trust the process yet.
• They underestimate the long-term value.

So, How Do You Change This?

You make their decision a no-brainer:

1. Paint a crystal-clear picture of what they’re leaving on the table.
2. Share stories of others who upgraded and thrived.
3. Focus on the transformation they really want, not the short-term cost.

IMPORTANT

If you say you can save them time, show them how much.

If you promise to make them money, demonstrate exactly how.

Not sure how to demonstrate TANGABLE VALUE?

The more tangible and real you make the benefits, the harder it is for them to choose anything else.

But be patient. Sometimes, people need to see for themselves. And when they’re ready, you’ll be there with the full gourmet burger, ready to transform their lettuce life.

What’s the best—or worst—customer decision you’ve seen? Let’s laugh (and cry) about it in the comments! ??