Nancy Houle TrainingBusinessPros.com
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What kind of "offers" have you designed that worked for you (that generated leads and/or sales)?
I read all the wonderful insight shared on the previous thread " Why do people think that they can get things for free?"
In my experience, people think they can get things for free - Because they can!
In North American culture, we have taught consumers to expect things for FREE! Buy now pay later...culture. Immediate satisfaction. In fact, most (not all) marketers are so hypnotized by this "FREE" mentality, that most are doing it...well, because it works.
Example: buy now and get this free dvd, open an account and get a free ipod, buy today and get over $400 of free bonuses, buy this cell phone and get this # of minutes free, free weekend calling, free coffee with that meal, 2 for the price of one - (someone eat free!) children eat free, free points with that purchase, free rewards for your business, free seminar, free tele-seminar free access, free parking 1 month of free newspapers, free ebook, free magazine and now FREE long distance
and whatever free stuff you can offer to get them in the door to convert them into long-customers, it's the price of customer aquisition.
Well, you see what I mean. The list goes on and on.
So, in a culture that likes FREE things, plus added value on top of the free things, you can see why a customer finds it difficult when someone shoots straight from the hip and gives a "straight cost".
From the original post, it sounded like someone was looking for "the deal". They tried to leverage the fact that because the service provider is a home based business, they should get "the deal". Truth is, the customer would come up with all kinds of things to get "the deal". Be it you (the home based business), or the WalMart or the Microsoft. And why shouldn't she expect one? She's been trained by our consumer culture to expect a deal!
Okay, now that I've focused way too much on the problem, I'd like to offer a solution!
How about saying "the brochure is $300.00". She has an objection and says "its too expensive (a.k.a. i want the deal) ". Instead of defending your price you say "tell you what, because I value your business I'll give you $100.00 for every referral that signs up with me as a result of you. That way, my service pays you! Oh and, I'll make your brochure a priority to make sure you get it on time. How would you like to pay for that, visa, mastercard or check?
That's just one way of dealing with that specific situation. However, the person in sales must be aware that structuring the 'offer' or "the deal" is very important in closing any sale.
But don't take my word for it. It's just my little rant on today's business and consumer climate. If you understand how to design your offer - "the deal"- it's easier to cope with the folk that want "the deal".
What kind of "offers" have you designed that worked for you that generated leads and/or sales? How do you deal with the cost of customer acquisition?
Nancy Houle www.trainingbusinesspros.com
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