[powerpress]
Are you getting frustrated that people don’t want to buy now? Later, they say. Always later. Today we are going to talk about a couple of simple ways to reduce this, and hopefully it works for your product.
The 2 things are:
1. Give a small gift for free for ordering on the first appointment
2. Have a really small cash and carry option that you sell at retail
Let’s dig in. I am assuming at this point that you have done your due diligence and done a good sales conversation. Meaning, you know kind of what their life looks like, you know their goals, you have built rapport and you have built good value in your product. Now you are at the buying part, and the last few of these have been driving you nuts because they want the product, they see it will help them, but they want to buy it later. GRRRR. We know they don’t typically buy it later, and it causes some awkward follow-up for you.
Remember, your #1 objective is to help them solve their problem by getting something in their hands right away to help them solve that problem. If they buy “next month” they are going an extra month with that same problem. The worst part is that “next month” never comes around, and they have that problem forever. Also, if you have done a few appointments, you know that people rarely, if never, buy later.
It is during your sales conversation that the customer is most motivated to buy, because they have just learned all of the information about how the product works and how it helps them reach their goals. Here is an exercise I like to do. If you are able to do this, grab a blank sheet of paper. If you are driving, roll with me and visualize this. On the sheet of paper visualize all the information about the the product and how it helps them reach their goals. They have everything. After a day goes by, they forget half of it. Fold the paper in half. Another week goes by, and they forget another half. Fold the paper in half again. Another week, fold it in half again. Now what do they remember? The name of the product and the price. If that is all they remember, are they going to get it? No! They have forgotten all the value and how it solves their problem. This is why you need to make sure you get them at least something on that first appointment. A large package is better as they will get the best results. But something today is better than a large package “next month” because that just isn’t going to happen. Now let’s talk about the two strategies.
Strategy #1: First Call Special
This is very simple. If they place an order on your first visit, you will give them something small for free that day. You can also coordinate this with your shipping timeframe. So let’s say you sell meal replacement shakes. Your ideal package is $269. You can say, “if you get any package today, I will give you three bars for free to tide you over at snack time or three shakes until your shipment arrives. Which would you prefer?” The customer chooses the bars. “So, would you like to go ahead and get it today and get those three bars for free?” You will need to do the math based on your commissions and the cost of your product. This sets their wheels in motion to buy something that day. If you want you can change the freebie based on what package they choose.
A few tips on this. First, don’t break the bank. This is more psychological than about the dollar amount. Second, be prepared with exactly what they can choose from and keep it consistent for each person you meet with. Remember, you are working with referrals. The third tip is to have two options that customers can choose from. This way you can be more assured that they will really like the free item and that it will motivate them. Fourth, you must stick to your guns. Don’t negotiate the dollar amount. And do not under any circumstances give the first call special to anyone who does not buy on the first appointment. If they say, let me talk to my husband and can I still have the free thing tomorrow, you say, “no!” Do not get played and do not go back on your word. The only exception would be for recurring customers, which I will explain later.
Strategy #2: Small cash and carry option.
When you are presenting buying options, you want to have a few choices. A premium option, a middle option, and a lower end package. You would ask on the first, then second, then third. And what if it’s still out of their budget? Or still an amount they are not comfortable with buying without input from their significant other? Assuming everything else has gone well, and they want the product, give them a low priced option as a last resort at retail. Remember, they are not likely to buy later. If they have some product in their hands right now, due to the nature of people to act consistently with previous behavior, the are more likely to place that order they really want. There is no losing by offering a $30 cash and carry option. A couple of examples would be a kit of three 5ml bottles for my essential oil friends. For my meal supplement shake friends, make them five shakes to last them a couple of days. You might be tempted to give them samples instead but this doesn’t work as well as having them put a small bit of money forward. If they aren’t willing to pay for this small item, there is no way your sample leads to a bigger sale in the future. It’s not consistent. Everyone wins in this situation versus a no sale. You make retail profit off this small sale. The customer gets to try it out. If this person is in your warm market, both of you will feel more comfortable if the sale is made. And your customer will be a small step closer to solving their problem. Yes, I understand it is not as helpful to them as one of the packages. A package will really help them solve their problem. But something small and something they are comfortable with is better than a no sale. You can also set it up so that as long as they buy something today, they are eligible for the first call special when they do order their package or kit. Another win.
Everyone wins when the customer purchases something they are excited about and are comfortable with. By helping your customer act now, instead of later, it is truly a gift and an act of service. The two approaches that will help customers be motivated to buy on the first appointment is the first call special and a small cash and carry option. Write this into your outline and you will be good to go. I’m really excited to hear your success stories one this one. I look forward to chatting with you all next week.
Tasha