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What gets measured
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... gets managed". A quote wrongly attributed to Peter Drucker (he never said it). Nonetheless, you've surely heard it. But the thing is that a measure only tells you nothing. It's a point in space. It doesn't have context. It's a data point. Measurement: the reading of something. You can't manage a measurement. What you can do, though, is apply judgement to it, so that you can inform a decision. The (risky) thing is: It all comes down to your judgement. And how to train it. |
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.
Sometimes you need to start from the bottom up. Pricing is not when. When presenting 3 options for your customers to choose from, the usual way the proposal building gets approach is: Listen to the budget. Think of what could be built based on the budget and make a profit. Think of what the next thing could be built and make a higher profit. And build an even better one that would blow their minds (and be used as the high anchor). The thing is, it takes more effort on doing it so. It requires...
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...
"It's too expensive. Nobody will buy this thing. The price would be too high." — Will . salesperson The price? $ 100 K. Here's the fun part, though: Without context it sure feels like a lot of money. It's 100 K, right? However, the customer is currently using an alternative for $ 200 K.PER YEAR. This 100 K? What it would be for the customer to pay. For 5 years. To them (the customer), it's comparing 1 million to spend in 5 years vs 100 K in 5 years. For them, it's 90% in cost savings. For the...