Helping Your Customers Decide By Offering the Right Choices

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We like choices. Would you care for the red or white? An IPA or a Porter or a Bud Light? Maybe it’s the sense of control. There’s research suggesting that this is hard-wired into ...

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When Home Performance programs talk pricing, they often hurt the market

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Some efficiency programs do an excellent job undermining the market and the very contractors they’d like to enlist to make efficiency improvements. And when they start talking about pricing, most of the ...

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Focusing on sunk costs will sink you

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You just spent $10,000 on a website redesign. You tested it with several non-industry friends, and some of your family (who look like your customers) and they uniformly don’t like it. They liked a comparison site ...

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