It’s harder than ever to get noticed. People who may have been open to your whiz-bangy options last year now find it safer to stay with what they know. Less whiz- bangy, but safe. Familiar. Risk-free. Comfortable.
What can you do to get them to sit up and notice you? Appeal to them as thoughtful consumers. Help them (authentically and ethically) feel smart and safe about making a change. It’s more than price; it’s value and it’s the value that matters to them. (Your lowest price may not be able to compete with a competitor that helps them feel safe and smart, and ensures they’ll meet their own customers’ objectives – even at triple the pricing.)
Make it risk-free. Offer money-back guarantees. Offer BOGO (buy one, get one). Make the offer so easy that working with you feels so natural – as comfortable as working with their present supplier – that it’s simple and seamless to shift allliances.
I’ve started offering money-back guarantees on the sales training I provide to woo new customers to work with me. I’ve added BOGO to my exclusive ezine list and my next teleseminar is almost sold-out. I’m not bragging… I’m telling you that I didn’t make this stuff up, and it works.