|
By Jay Abraham
We are trying to help customers achieve their desired end results more completely, conveniently and efficiently, But most customers don't really know the best way to make use of all the value you can provide to that end; at least they don't know as much as you do.
That's where you come in. You can do your customers a huge service by helping them choose the best combination of what you offer to meet their desires. Just group these items together and let customers purchase them in one buying decision. Bundle your products together to achieve the end result. Customers will thank you for it and you'll profit tremendously by doing it.
Just look at McDonalds for a great example. For years, customers would get in their lines and order a hamburger, and then a coke, and then a this and then a that. Finally, the McDonalds people got the message: customers didn't go there just for hamburgers and cokes. A lot of them wanted a full, tasty meal.
So now you get in the same lines at McDonald's and get their package deal meal of large sandwich, fries and beverage. For only 39 cents more, the customer can "supersize" their meal, adding eight more ounces of coke and a larger unit of fries.
We just bought a big ad in a national magazine. Originally, I was going to just buy black and white. But the magazine made us two better offers. First, a far better price if we'd run a big section (24 pages); second, a very small additional charge (less than half the normal rate) if we'd do the ad in color. I bought a 24-page, full-color ad when I had originally set out to only purchase a two-page
black and white ad. What I expected to be a $10,000 purchase turned into $130,000 - but I'm exhilarated! I received such a good value that I can do more effective advertising with 24 pages instead of two, and with full color instead of black and white. They combined a color ad with more pages to better meet my promotional needs.
Give a customer three better options and a number of them will choose one of the two additions over their initial intent. Give them superior value in each option you add, and they become benefited many times more than you do from the process.
|
