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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're always trying to sell." "You're always selling." One is the neediness and the push to make a deal happen. It's looking for an angle on how to make the sale. The other is about figuring it out early if/when there's even a deal to happen —while connecting to what's in it for them. It's discerning if there's a fit, and inviting the prospect to decide for a No from the start. One is looking for the angle, the other is about helping.
"Companies need to sustain their operations, therefore, the customer needs to pay the price for it." Customers are not responsible for your operations. They don't care. They will NOT care. They're not supposed to. Customers are responsible for their own things. For their decisions. Good AND bad. What they pay (you) for is for the feeling of how your things help them closer to theirs. Your customers owe you nothing. So, just help them. They'll pay you gladly for your help.
"My customers say my prices are too expensive. How do I justify the price to them?" Next thing up: you're looking up for features, benefits and arguments to make your customers see your value.How awesome you are. How you put a lot of effort, development and technology on making your thing. How passionate you are. Your credentials. Your certifications. All about you to make them change their mind. Finding the arguments to convince them. And you can't convince people. What you can do is figure...