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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.
"From a cost center to a profit center" What a nonsense. That implies that your profit is based on your costs control. That, magically, when you know your costs (or audit or improve them or whatever), you'll turn into profit. It implies that costs is the basis for profit per default. It also implies that to get to that profit, you need to be the most cost efficient and cost effective. That you rip off anything that is a cost. It implies that you follow best-practices. Bull.Shit. That also...
Getting too close to what the rules/views/templates/best-practices are can make you miss important details. Paper can hold anything. Reality doesn’t.
In a negotiation, the first thing you need to be comfortable with is zero. As in No Money, can't pay, won't pay, don't see the point on it. Having that figure clear in your head is the thing that will let you move forward. Right now, you have zero. If the deal doesn't happen, you'll still have zero. You didn't lose something that you didn't have in the first place. Zero means you're also free. You can say no when it's not a fit, when it doesn't make sense to you, or when you feel like it....