Let Them Choose Between, You, You, and YOU

Hi Business Owner,

My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group.

When you are selling, it is a big mistake to only have one offer.

When you only have one offer, it makes the choice between you and your competition. How do you make them choose you?

The first trick is to get them to choose between you, you and you; Not between you and your competition.

Can you see how this is a better strategy?

When we know the customer can only choose between you and you, then the only question left for them to answer becomes, “Which option?” Any one of YOUR options are better than having the customer (and their money) go elsewhere.

I suggest that you offer three options, or at the very least two. You should organize them into groups that make sense for your product/service, and give them a name that reflects their value, like the following examples:

Basic Service Package- This will be your cheapest and least desirable option.

Gold Service Package- This will be a higher value service; whatever is the middle equivalent between the most basic package and most premium package.

Platinum Service Package- The most premium package. “Everything upgraded.”

You should have 3 different choices for the client. Of course, #2 and #3 are going to be higher tickets, but you offer the lower priced #1 for those clients who aren’t quite used to paying for premium service or who just want to start out cautiously with you. If you get the client hooked on your business, then the next time they will easily spend more because they trust you.

Once the prospect sees that you offer 3 different options, most likely, (90% of the time,) he/she will choose one of them.

Make sure you mention that #2 is your most popular one. Most people will choose #2- about 70% of the time. The others will probably be split equally between #1 and #3.

And you should have a lengthy description of the services included with each package/option. Even if you think something isn’t worth describing in detail because it’s “standard,” do it. Not every business tells the client everything involved in their services and how the client benefits, so make sure your client can see everything they are getting for their money, and that it equates to a lot of value. Don’t forget to include your “guarantee” and other possible non-tangible benefits that are included!

The key to getting more money for your service is building perceived value. Packaging your services and describing them in detail does exactly that; You are defining your value directly to your customer.

Don’t limit yourself to these 3 basic options; if you have other services then add them in. Keep in mind that 3 options are great, but more than 5 will only confuse your clients. Of course, if they want part of one service and part of another, you can easily create that ‘special’ custom option/package just for them.

If you have any questions, need some immediate advice, or would like to get involved with my program please give me a call at 585-633-7563.

To your success,

Bob Britton