On an average day at an upscale food market, there was a table covered with more than 24 varieties of jam. Encouraged by free taste tests and "$1 off" coupons, shoppers swarmed the table. The profits were good, not great. No surprises there.

On another average day, another table was set up - this time, with only 6 varieties of jam. Lacking the variety of the previous display, this table only attracted a moderate amount of shoppers, but the results were astounding.

The results from Psychologists Sheena Iyengar and Mark Lepper's jam study were surprising: the table with fewer jam options had fewer visitors, but sold almost ten times as much jam per person.

Even in the service industry, sometimes less really is more. You want to make larger profits with your service company, so how can you tell if you're offering too many services?

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