August 19, 2025

But what about three-option project proposals?

Several alert readers replied to yesterday’s message (subj: People don’t want options) to point out that I advise offering options on project proposals.

Understandably, they asked if I could shed some light on that apparent disconnect.

Happy to!

Yes, it’s true that I always recommend offering three options - no more, no less - on custom project proposals.

But it’s not the BUYER who wants the options.

After all, they’re only going to pick one, so in theory, they’d have been just as happy with a proposal that only had the option they ultimately picked.

Offering options is something the SELLER does to:

Decrease the odds of leaving money on the table
Decrease the odds of the buyer comparison shopping
Increase their fee through price anchoring

Here’s the thing...

My inspiration for yesterday’s message was inspired by someone asserting that "clients want MORE choice, not LESS!" and that offering lots of options was of some benefit to buyers.

I disagree with this position.

When I see a professional services firm that offers lots of options, it tells me they are probably avoiding some important strategic business decisions.

Yours,

—J