It’s vitally important to give your existing and potential customers information about the benefits of your product, or any other information that can give them the knowledge they need to help them make a buying decision. After all, there’s so much information that buyers simply don’t know, but need in order to decide whether or not to buy your product or service.
Part of that decision making process is knowing reasons why they should buy – and also …
- The reasons why your product is priced the way it is – either so expensive or so cheap
- The reasons why you’re making a special offer or running a promotion
- The reason why the offer is “limited”
- The reason why the product is unique
- The reason why it does this, that and the other
- The reasons why the product is so ugly, cumbersome, big, small, light, heavy (address a negative and be upfront about it)
- The reasons why mistakes occurred and so on.
You see, people are sceptical. If you make an outlandish claim or offer a massive discount they think something “fishy” is going on. They’re sceptical of the genuineness of the claim or the discount. As a result, they may not buy… even though the deal looks amazing. If you tell customers the reasons why the situation is the way it is, they’re much more likely to believe you. Not only that, it has the added benefit of creating a warm relationship between the customer and the salesperson or the customer and your company.
Why Such a Great Offer/Deal?
There are times in business when things don’t go to plan. When sales promotions bomb. When mistakes are made. Instead of trying to cover them up, tell the truth about them to your customers. Let’s say you mistakenly ordered 10,000 of a certain line of product instead of 1000 and you’re stuck with a warehouse full of items you can’t sell. You desperately need to get rid of them because they’re taking up valuable space.
Instead of simply promoting a Clearance Sale, tell you customers the reason for the sale. Tell them about the error. Tell them that you need to clear out your warehouse to make way for your summer range. And to do that you’re going to five them away at cost plus 10%. When people know the reason for a discount the chances of them purchasing a product double.
Why Free?
Make sure, that with every offer you promote or discount sale that you run, tell the customer the reasons for the discount or the reason why you’re giving away a product for free. Again, when you do that, you build trust with the customer and once they trust you they’ll buy.
E.g: “Why are we offering this report/consultation for free?” Simple. We figure that the best way for you to find out more about how we operate is to experience our advice first hand. That’s the sole reason for the free consultation. It’s an opportunity for you to test-drive our expertise with no risk or obligation.
Why So Cheap?
If you guarantee that your product is the cheapest in town, tell customers why it’s so cheap. You see, when people see a cheap price they are often a little sceptical. They think that cheap price means cheap quality – but if your product is of top quality, and the reason you’ve been able to offer them cheaply is because you’ve cut your overheads to the bone, tell them that.
E.g: “Why so cheap? Because we don’t waste time talking techie-speak to you over the counter or travelling to and from our customers on the clogged up roads. We keep our costs down by saving on time, fuel and traffic jams. You only pay for the time we spend connected to your PC and for our technical expertise”.
Why Act Now?
Consumers are very aware of offers that talk about limited time frames and limited numbers. People know that in many cases, this sense of urgency is just a ploy to get them to stop procrastinating and make a decision immediately. As a result, people become anaesthetised to the call to action.
If on the other hand, you give people reasons why the offer has a limited time frame or number, that offer instantly becomes more valuable and your message has more credit. People instantly begin to trust you.
E.g: “We want to ensure maximum amount of individual attention possible to each participant so we are limiting the number to just 10 people at each workshop”.
Why So Expensive?
At first glance, a high price can be perceived to be a negative, but it needn’t be that way. If your product is more expensive than others, tell people why. Is it double the price because it will save them three times the money? is it double the price because it will last them ten times as long? Be upfront and proud that it’s more expensive because being more expensive means that the customer is going to experience even better results.
In Summary
- Tell customers reasons why you’re so cheap to prove that they receive great quality for a low price
- Tell customers reasons why your product is so expensive to prove they receive excellent value for money
- Tell customers reasons why the urgency or the special offer to dispel scepticism
- Tell customers why they should act now to prove the genuineness of the urgency and therefore increase responses