In 2009, researchers in Vancouver compared two ice cream shops.
One was downtown and offered a modest 20 flavors. The other was further away but boasted 200 flavors.
Here’s what happened:
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Maximizers—people who always want to make the “best possible” choice—were willing to travel farther for the huge selection. But paradoxically, after buying, they reported less satisfaction with their choice than those who picked from the smaller menu.
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Satisficers—people who choose something “good enough” without obsessing over perfection—were generally happier, regardless of the number of options.
The insight? More choice attracts attention, but it can also create stress, regret, and slower decision-making—especially for maximizers.
Why Sales Professionals Should Care
Every buyer you meet sits somewhere on the maximizer–satisficer spectrum.
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Maximizers will want to see every option, compare specs, check competitor offers, read reviews, and benchmark your proposal six different ways. They’re prone to “analysis paralysis.”
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Satisficers will move faster once they’ve found a solution that meets their main needs. They value efficiency and trust over endless comparison.
Spotting the Difference
You can often identify a maximizer if your counterpart:
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Requests all possible product configurations.
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Delays decisions to “see one more option.”
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Asks detailed comparisons with multiple competitors.
A satisficer is more likely to:
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Ask, “Will this solve my main problem?”
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Decide quickly after a small set of criteria is met.
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Focus on trust and ease of implementation rather than exhaustive research.
Adapting Your Sales Approach
If you’re dealing with a maximizer:
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Provide structured comparisons to make their evaluation easier.
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Set clear decision timelines and milestones.
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Help them feel confident by validating their thoroughness (“You’ve done your homework. Based on what you’ve found, this is the optimal fit.”).
If you’re dealing with a satisficer:
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Don’t overwhelm them with information—stick to their key priorities.
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Provide a clear, easy decision path.
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Build trust through quick wins and early value demonstration.
Beyond Buyers
This isn’t just about your customers. Recognizing maximizers and satisficers in colleagues, managers, and even yourself can make negotiations, collaborations, and internal decision-making smoother.
Bottom line:
The Vancouver ice cream study shows us that more choice isn’t always better, and that personality shapes satisfaction.
For sales professionals, understanding whether your counterpart is a maximizer or a satisficer can be the difference between a drawn-out maybe and a confident yes.
Constantin-Alexandre Papadopoulos is a B2B sales and negotiation consultant. He serves clients across the DACH region and teaches negotiation & sales at FH Graubünden, the Swiss Armed Forces Command for Leadership & Communication, and advises blue-chip companies and SMEs across Switzerland.
His first book – Negotiating With Style – is available as a E-book and paperback on Amazon.