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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.
A conversation with your prospect. Maybe was referred to you. Maybe found out about you some other way. And you ask: "Will it help if I send you these? (your docs, slide deck, presentation, technical info, etc.)" Your Yes/No question gives them no alternative. If they wanna be polite, all you'll hear is "Yes" (a fake Yes). You'll get excited because you got it. Now, you got your foot in the door and it's only a matter of time before the big purchase comes. You convinced them. Just a matter of...
Following, an actual conversation. A new price set. I asked, walk me through the process on how you got to this price. - Well... I grabbed the cost and factored it in. + Ok. What did you factor? - Well... on the standard. + What standard? - The standard for the industry. + What kind of industry? - In the distribution / reseller. + For what kind of industry? - Well... companies like Lidl, or like restaurants. I factored in 30% and the price is good. + Are you in the food industry? - Erm... no....
It's tricky. It's risky. But unless you do it, you'll have others doing it to you. And that's riskier.