Offer what the competition can’t.
Example:Â replacement guarantee.
 Extend warrantee: Grandfather clock, the manufacturer offered a one year warrantee. The grandfather clock offered a three year warrantee because he knew very little chance of things going wrong.
No haggle car buying. Tell sales person at the beginning how much they can discount the car to the customer. Let him make the decision.
Create your USP: Make your business different from the competition. Most businesses in a category are pretty much the same. (Check out dentists in yellow pages)
Example: Toothpaste example, Tuff Shed, Three Day Kitchen and Bath.
Read Positioning: Battle for Your Mind by Rice and Trout
Increase the perceived value. What can you offer that costs you little or nothing but increases the value of the purchase?
Example: bonuses, special reports, exclusive offers, proprietary information, software updates
Electrician offers to check all outlets and fuse box at no charge while at the home doing the job they hired him for.
Front load the value proposition, increasing the value proposition. Add as much as you can to the offer to get the customer to buy from you.
Example: Internet offers, buy my course for $500 and you get my� how to make money on the Interne� course. If you order today you will also get “Little Know Secrets of Internet Millionaires� e-book. But wait! You will also get three additional e-books, “Marketing your ecommerce b\Business,� “How to get Ranked on the number one page of Google,� and “Free Internet Resources You Need.� All a $79 value. Talk, talk, talk…and finally……… you almost can’t resist buying their package.
If you are a restaurant, perhaps offer a sandwich for $2.99 but a meal is$4.99 for a sandwich, drink, and fries. But, if you also buy three cookies for .99 you also get a fourth cookie free, plus a coupon for another free cookie next time they come in.
If you are a used car dealer you could offer… “If you buy today you will get a free extended warrantee worth$150 that covers any problem the car may have in the next six months. In addition, you will get free oil changes for the next year worth $150. In addition we will give you a coupon worth $200 for a year of free tire rotations at the Big O Tire store. If that’s not enough, you also get 12 free car washes worth $98. All total, a $600 package…free.
You make agreements with the tire store for the tire rotation, and oil change at a discount. Tell the tire store when they bring in their car, it gives the store a chance to sell additional services like tune up, front end alignment etc. The six month warrantee will likely cost nothing because repairs are not likely to occur in that short period of time. All these add ones cost almost nothing.
No comments yet.