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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.
Till December to think of new prices? Till the end of the year for new year resolutions? Till December to new ways to approach the market? Why wait? Entertain this idea: Think of all and more of the things you do at the end of the year and move them up to October. Or that you'll review them 2 years from now. Your decision-making changes, because your perspective does. Shift your perspective, gran the timing. The won't ever be the perfect, right time where all conditions are certain.
Locking up your prices for 5 years (or more than one year). It's not about what your customer will think about how much money you're making. They actually don't care. What they do care about is having certainty. And when you can guarantee certainty in your prices, you have a lever point compared to your competitors.
This might be the time of the year where you start rethinking your prices for 2026. And the story will repeat in (the end of) 2026. And 2027. And 2028. I could be totally wrong: Will your prices change because of inflation? Or because you need to charge 5% more? Maybe 10% more? To keep up with the market? Do you want to rethink your prices? Stop thinking in year by year. Entertain this thought. You can discard it when it makes no sense. What if you would be able to charge a price that would...