Two, Not Three – More Isn't Always The Best
In the realm of sales and customer decision-making, the "Two, Not Three" principle has proven to be a powerful strategy.
By presenting customers with two options instead of overwhelming them with multiple choices, businesses can facilitate decision-making and enhance sales. This approach leverages the psychology of choice, reducing decision fatigue and making the purchasing process more straightforward for consumers.
The Shoe Salesman's Strategy
In the 1950s, a shoe salesman named Ben Prober revolutionised his sales approach by limiting the options presented to customers. When a customer asked to see more than two pairs of shoes, Ben would politely ask, "Which one should I take away?" By limiting the options visible to his customers, he made it easier for them to decide. This strategy not only simplified the decision-making process but also led to increased sales, as customers were less likely to feel overwhelmed and more likely to make a purchase.
Pepsi and Coca-Cola Vending Machines
A similar phenomenon occurs when Pepsi and Coca-Cola vending machines are placed side by side. When only a Coke vending machine is available, the question for the consumer is "Do I want a Coke or not?" However, when both Coke and Pepsi machines are present, the question becomes "Which one do I want?" This subtle shift from a yes/no decision to a choice between two options can lead to increased overall sales for both brands, as consumers are more likely to make a purchase when selecting between two alternatives rather than deciding whether to buy or not.
Applying "Two, Not Three" in Cosmetic Clinics
Now, let’s apply this principle to a cosmetic clinic setting. Rather than overwhelming patients with an extensive menu of treatment options, presenting two choices helps drive decision-making and increases bookings. Here’s how:
- Appointment Scheduling:
Instead of offering patients multiple appointment time slots, provide just two:
✅ Would you prefer a morning or an afternoon appointment?
By giving only two options, patients are more likely to choose a time rather than hesitate or delay booking.
- Treatment Selection:
Rather than listing a long menu of treatments, position two options side by side based on the patient’s concerns. For example:
✅ Are you more interested in enhancing facial volume with dermal filler and anti-wrinkle injections, or would you prefer Profhilo skin injectables for hydration and skin rejuvenation?
This approach makes the decision easier because patients only have to compare two treatments instead of overanalysing multiple choices.
Why This Works for Your Clinic
✅ Reduces decision fatigue – Too many choices lead to uncertainty and delays.
✅ Increases treatment bookings – Patients are more likely to commit when they are choosing between two options rather than deciding whether to proceed.
✅ Boosts patient satisfaction – A simplified decision-making process leads to a smoother, more positive experience.
Final Thoughts
By applying the "Two, Not Three" principle, cosmetic clinics can streamline the patient journey, make decision-making easier, and ultimately increase conversions. Whether it's booking an appointment or selecting a treatment plan, giving patients two clear choices will drive more confident decisions and better results for your business.
With Love,
Mel & Nic
xx