This idea was thought of for retail store owners who own a retail business, but this idea will work with practically any type of local business. I ensure that I give the consumer a selection of two, or rarely, three options, at different price points.
There are a number of benefits to this.
In discussing the features and merits of the two offers, you can rapidly discover where the prospects are secure financially. I illustrate the two products and make no obvious effort to lead them to whichever one. the prospects will begin to pose you further questions about one of your offers. the customers will start to give you reasons why the one offer is better for them than the other. Sometimes this is for the more costly offer, sometimes not.
This "discussing two offers" has the advantage of casting you in the image of an advisor, instead of a salesman. The customer tends to award worth to your information, because it just appears like you are serving, not selling.
The view of "whether to buy something" swiftly becomes the choice of "which one is best for us". A good deal easier path to them purchasing.
You subsequently have the ability to encourage whichever way the prospects are leaning. If they like the more exclusive model, you can advise them about all they get for just a little more money. If the prospects start favoring the less costly model, you can tell them how it has all the valuable features the more expensive one has. Either way, I make it a rule to let them know that whichever way the prospects choose, that it's the more common choice with my buyers. This gives them "social proof" that the customers are making the appropriate alternative.
This method of selling by offering alternatives in addition allows the customer to feel additionally like the entire decision to buy was exclusively their idea. You were just supplying them knowledge
Of course, it really is their choice, but this method makes it faster for both of you, and gives the customer a better feeling after the sale is complete.
This method also dramatically cuts down on cancellations. After all, the customers selected what the prospects wanted. It is usually harder to go back on a choice when that choice was yours, and not the salesperson's.
The reason you in no way want to make the selections in excess of three, is that right away you end up giving them a tour of everything in stock. THe prospects become overloaded with knowledge. The options cause them to hinder the purchasing process until "the prospects have a chance to digest everything". And consider, a befuddled mind universally...always says "No".
After the transaction is over, and you are writing it up, always support whichever choice they made. Illustrate to the buyer the features they are paying for. If they chose to purchase the better option, stress the added advantages they are getting on account of the added expense.
That's all for now.
Author Resource:
Small business advertising and local marketing expert Claude Whitacre is author of the book The Unfair Advantage Small Business Advertising Manual. You can purchase the book for $19.95 at http://www.claudewhitacre.com. You can also download your Free copy of the complete book at http://local-small-business-advertising-marketing-book.com
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