Recently at a conference, the hosts made an offer from the stage. They offered something people could buy. It was an expensive offer, a price that would shock people, but they knew this. They had made this offer before, and then they stopped. What did they do? How did they attempt to overcome the buyers’ reluctance?
They focused on a value added. They got buyers thinking about what their world could look like with that value.
They were selling an intangible service, but they had the buyers think and extrapolate. What would their world look like with that service? How would things change? How would things improve? What value could that buyer potentially achieve? They reframed the price in terms of other things. They made the buyer think about the price, not standing alone, but in light of what the potential revenue or increase from using this service would do for the buyer.
They assured the buyer that others had purchased in the past and had good experiences. They gave themselves credibility and proof of concept. Altogether it was a masterful way of making people feel a little more secure about doing something big and risky.
What are you doing to sell your value to buyers? How are you getting them to realize the value you added? How are you making your buyers feel more secure in a sales process? Let us know in the comments below.
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This posting is intended to be a tool to familiarize readers with some of the issues discussed herein. This is not meant to be a comprehensive discussion and additional details should be discussed with your attorneys, accountants, consultants, bankers and other business planners who can provide advice for your circumstances. Each case is unique. Past results do not guarantee future outcomes. This article should not be treated as legal advice to any person or entity. Freeimages.com/photographer Nick Fletcher.
About the Author
R. Shawn McBride is the Chief Innovation Officer at McBride For Business, LLC. His signature keynote, The 3 Laws of Empowerment, gives audiences an entertaining look at how they can prepare, plan and protect themselves. You can email R. Shawn McBride or (214) 418-0258.