A, B, C – Sell More Of Your Products & Services
By Rod Moore on Oct 28, 2009 in Sales
Selling Your Products & Services
At the recent Mega Networking & Referral Event my good friend Brad Tonini spoke about how to improve your sales in a tough marketplace. Brad is Australia’s leading sales strategist and an expert on how to sell your products and services more effectively.
Brad was talking about how to present your products and services to a potential client.
Most small business owners get this entirely wrong.
Typically what we do is present our product or service as either you buy my product or service or not. In other words we give our prospective clients a YES / NO decision to make about going ahead. When faced with such a decision most people will choose to not go ahead.
Why?
Simply because of the conditioning they have had over the years. We all tend to lack a little trust when someone is selling us something. So if asked to go ahead with a single option
most people will choose to do nothing.
How can you overcome this?
Its really quite easy. I have been teaching my clients this for years and was reminded of it again by Brad Tonini on the weekend.
Instead of giving them a YES / NO decision to make, give them three different options to choose from. So instead of the focus being on if they will go ahead or not, it is now shifted to which option they will go ahead with.
Simply giving them a choice of solution package A or B will improve your conversions (everything else being equal).
Even better is to give them a choice of package A, B or C.
Now remember when construct your packages that people buy SOLUTIONS to their PROBLEMS and not products and services. So these A, B, C packages are different solutions they could invest in depending on their drive to get the solution and willingness to invest.
How you position these three packages then is very important.
When you explain it to your prospective client you start out by explaining package A. This is the lite version and the cheapest price. After highlighting what is included in this package you simply say ‘I’m not entirely sure that this is the solution you are looking for’.
Next you present package C. This is the PREMIUM package and naturally the most expensive. So you go from the low end to the high end. This package has all of the bells and whistles included in it. You explain to the prospective client that typically 5% of your clients choose this package.
Then finally you present package B … this is the package that you have designed to sell to the majority of your clients. The price point falls in between the two extremes.
You want to make sure is that there is enough contrast between the various price points. So the pricing may look like this:
- Package A $997
- Pacakge B $3,997
- Package C $9,997
Can you see how when you are faced with making a choice between these various price points the majority of people will gravitate to the middle option?
From experience I know that 5% of people will choose either option A, or C which is fine. Just make sure your package B contains the products and services in one solution that you need to help your clients get the result they are looking for.
Simply by making this one change in how you present your products and services you can get a sizeable increase in your conversion rates. Give it a try and let me know the outcome. I know that when my coaching clients have done this they automatically get a big increase in conversions.
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