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The power of options. And why to give 3.
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Pre-S. Influenza got me good this past week. Not fun having high fever sustained through days and nights. So, PSA, get vaxxed if you can. :) ------------ Giving your customers 3 options actually helps them. It gives your customers agency. That they are in charge —which they are— of what's next. It gives them a better view of your expertise and how you're thinking for them and with them. It makes the comparison easier between you and your competitors: it goes from "Why should i choose you?" to "Which one i choose from you?" 3, because it's the magic number. (: It gives them enough amplitude in the decision, without overwhelming them. It decreases the risk of the extremes. It helps you anchor high against yourself. It sets the tone to ditch discounting —"want a lower price? Take any of the 2 lower options. :)" Avoids analysis paralysis in your customers' brains. Pushes you to think in bigger ways than what the budget is. Try 3 options. It'll be ALWAYS better than your take-it-or-leave-it one-option. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
You can set up a price on: the market your costs your desired margin your desired profit what you want to make at the end of the year your effort how long it takes you to deliver how long it takes you to produce the conditions of your competitors your passion your revenue goal what you feel your worth is what you time your time costs how long it took you to learn and excel at it Here's the pattern with all of these: they're all about you. They have nothing to do with your customer. Nothing to...
Pricing different than the convention (cost-plus pricing, hourly, input-based, market-based, etc.) is risky. It pushes you to think in different terms. Not only on what you do, but on what your customers actually get. It's harder, more complex and more fluid. It changes on the context, not on the work done or product itself. It changes on the customer. It pushes you to say no to most prospects. It pushes you to detach what you charge from what it costs you. This is all risky, as it means...
If you've considered pricing in options (3 being the magic number), the first thing that might've come up is naming them Gold, Silver and Bronze. The thing with this convention is that it pretty much says "winner, not-winner, loser", "you-have-money, you're-getting-there, poor". It carries judgement. It implies that the least expensive (or lower tier) is of low- to no-value. You don't want to buy things of low value. None of your customers do either. Here's the thing. All of your offers bring...