Your clients are not much different
Clients come to you every single day asking you to
give them a choice. A choice between yes and yes. (Do you want to buy this or this?) Instead, all you're giving them is a choice between yes and no.
My friend, your bank account will see far better days because your sales will rise if only you'd step back, and
use the immense power of the choice between yes and yes.
Of course, you don't have to believe that
this choice factor works. You don't have to believe
your sales will go up. All you have to see
is proof. So in the rest of this article, I'll
demonstrate the psychological factor of choice. How it can work for you and how it can turn against you and bite you in the you-know-where.
Read this commercial below. Why on earth
should ye read a commercial? Because if ye
want to ho! ho! ho! your way to the bank thou needest to knoweth how thine customer thinketh. So how doth thy customer thinketh?
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**************************************************************************
Now back to the article...
It all started on one stupid loss-making November's day...
We were doing fine with the sales on our
website when we made one change. I'm going to demonstrate the change in the article below so it would help for you to have the page open
so you can see what I'm talking about.
If you look at this page,
you'll find that you get the choice to buy
two packages. One is the copy of the Brain Audit and the other choice is a copy of the Brain Audit + the Brain Audit Rip.
'Til the middle of November, we had both the offers up. Then one ego-driven morning
we decided to pull the plug on one choice.
In other words...we gave customers the choice between a yes and um..NO!
Almost within 24 hours, our sales started going south for no reason at all. We ignored
this sickening slack for about a week. Then we looked back at what was working. And we put back the choice between yes and yes.
The customer was back in choice-ville and the sales soared.
But here's the curious part...
Among the two packages, one has a much higher
price. Yet over 97.5% of customers, when given the choice between the two packages, chose the higher-priced package.
The customer is no Dumbo.
No siree. The customer knows exactly what
she wants. And when given the choice between
yes and yes, she takes a decision to buy that which
creates most value for her. Of course, if there's
an enticement to buy, as was in this case, then there's a far greater likelihood of her buying the more expensive product.
The customer is no Dumbo...but I sure am.
Think about it. If your revenue shot up. If customers were buying higher-priced products,
what would you logically do? Wouldn't you take the same concept and use it everywhere you could?
You'd think a smart person would do that, wouldn't
you? (Which is why I qualified myself at the start of
this paragraph). But no! As we speak, the only product that has a choice of YES and YES is the page I've already mentioned above.
Don't stop at one point. Take the concept through its paces.
If you're in consulting, look at the choice
between yes and yes. Are you giving the customer
a choice between package A and package B. Or do you offer just one package? If you're selling products, the concept of yes and yes choice stays put.
And once you've found that the concept works, puh-lease don't do the Dumbo bit. Audit every possible thing you sell. And put in a yes and yes factor. Not only will this
bring you higher quantity of sales, but also at
a much better price on every product/consulting assignment you do.
I said yes and yes...NOT yes and yes and yes and yes.
You, me, we all crave for choice. But give us too much and we go a little waka-waka in our brains. Because choice is based on rejection. To choose the strawberry flavour
ice-cream, you must mentally refuse all the other flavours.
If you give a client too much to choose from, they will end up rolling their eyes, doing a RAM check and shut down their brains before you have time to do anything at all.
Keep your options simple. Keep the choice between yes and yes.
So that even a three-year old has no trouble choosing!
© 2004 PsychoTactics: Reprinted with permission from The PsychoTactics Newsletter. A Real Newsletter. Not a Disguised Ad.
Have you seen a customer back away at the very last minute?
Do you know why that happens? Psychological Tactics can
help you overcome that frustration by looking inside the
brain of your customer. Go to PsychoTactics today! You won't be disappointed.
