5 {{ upvoteCount | shortNum }}
5 {{ upvoteCount | shortNum }}

You Becoming The Only Choice

by ewenmack
3 replies
For you to become the only choice for your right buyer, it stands to reason all their buying*options are taken out.

As a marketer, being aware of the options available to your ideal buyer, then systematically knocking them out of the equation is one way to get
the sale.

Do this by saying there are a few that specialize in X which are right for x situation.

You can even recommend them if they are looking for X.

However, only one (you) does x.

Example: "At last count, there were 3 diamond tip concrete saws that are made in America. They range between 2 to 4 times the cost of non diamond tipped saws and last*
3 to 6 times longer.

The new *category of diamond tipped saws for concrete have 90% or more of the*tip covered in diamonds.*

The second tier group have a maximum of 75% diamond coverage.

The 90% group last 8 to 10 times longer than*the second tier diamond tipped blade*while costing only 65% more."

END///

In that example, I created a new category and positioned others as Second Tier.

What do you do to subtly take out the buyers options?

Best,
Doctor E. Vile
#choice
  • Profile picture of the author bizgrower
    For my hotel, differentiators from nearest competition are:
    All our rooms are no smoking allowed
    Indoor heated pool and outdoor hot tub
    Pricing so that it's affordable, yet eliminates most riff raff from staying,
    and it becomes more of a club for nice people. I should say that I
    use terms like safe, clean, comfortable, good atmosphere.
    And, I stress that we do enforce quiet time, pet, and smoking policies.

    Dan
    Signature

    "If you think you're the smartest person in the room, then you're probably in the wrong room."

    {{ DiscussionBoard.errors[9846139].message }}
  • Profile picture of the author Claude Whitacre
    Originally Posted by ewenmack View Post

    For you to become the only choice for your right buyer, it stands to reason all their buying*options are taken out.

    As a marketer, being aware of the options available to your ideal buyer, then systematically knocking them out of the equation is one way to get
    the sale.

    Do this by saying there are a few that specialize in X which are right for x situation.

    You can even recommend them if they are looking for X.

    However, only one (you) does x.

    Example: "At last count, there were 3 diamond tip concrete saws that are made in America. They range between 2 to 4 times the cost of non diamond tipped saws and last*
    3 to 6 times longer.

    The new *category of diamond tipped saws for concrete have 90% or more of the*tip covered in diamonds.*

    The second tier group have a maximum of 75% diamond coverage.

    The 90% group last 8 to 10 times longer than*the second tier diamond tipped blade*while costing only 65% more."

    END///

    In that example, I created a new category and positioned others as Second Tier.

    What do you do to subtly take out the buyers options?

    Best,
    Doctor E. Vile
    Similar; I take every option they are aware of, and ask questions that lead hem to say that this option isn't the best one for them. I'll never say it's a bad deal. I'll never point out problems. I'll even compliment the option "I think this might be your best option if you are going to go nationwide. Is that in your immediate plans?". or "This is a step I would recommend. But you need to have (whatever I sell) in place first. Here's why..."

    And if there is a difference, I get them to tell me that the difference is important to them.

    Unless they ask specifically, I won't tell them that I can't offer the same thing. Sometimes that idea helps, sometimes it hurts.

    It's much harder for them to notice the technique if they are answering questions...instead of just hearing you talk. That's my experience, anyway.

    I want them to hear me recommend a thing or two, that I don't sell......before I ask for an order. It makes the experience feel more (to them) like a consultation, rather than the pitch it is.
    Signature
    One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

    What if they're not stars? What if they are holes poked in the top of a container so we can breath?
    {{ DiscussionBoard.errors[9846246].message }}
  • Profile picture of the author savidge4
    Originally Posted by ewenmack View Post

    Example: "At last count, there were 3 diamond tip concrete saws that are made in America. They range between 2 to 4 times the cost of non diamond tipped saws and last*
    3 to 6 times longer.

    The new *category of diamond tipped saws for concrete have 90% or more of the*tip covered in diamonds.*

    The second tier group have a maximum of 75% diamond coverage.

    The 90% group last 8 to 10 times longer than*the second tier diamond tipped blade*while costing only 65% more.
    FINALLY.. a PRODUCT. hahaha Ok, you sold me, 68% more, but lasts 8 to 10 times longer.. but I am a techno numbers geek kind of guy. I think in this case, NUMBERS will only get you so far. YES, you will increase sales, but NOT to its maximum potential.

    I try my very best to introduce the social aspect and in this case would literally goto HomeDepot or Lowes and take a survey of sorts and WATCH who is buying which. ( and seriously don't think I don't do this.. I do ) so I could say something like:

    In an independent study 7 out of 10 Contractors buy Tier 1 blades, and here is why... they last 10x longer than the less expensive Tier 2 blades at less than twice the cost. Cuts cleaner, Cuts faster, and lasts longer. Don't get caught mid project with yet another trip to the hardware store for a new blade.

    There are more than a few studies that indicate given the ability to save "TIME" or "MONEY" people will select TIME 90% of the time, IF the offer is presented as such. When possible with the addition of the social reference, I personally will try to work the time angle as well.
    Signature
    Success is an ACT not an idea
    {{ DiscussionBoard.errors[9846568].message }}

Trending Topics