Home owners buying criteria is looking for the lowest interest rates.
However there is total cost of loan over it's lifetime or even 7 to 10 years.
For one mortgage broker, the people answering the phone couldn't get
into a discussion over total cost of loan because interest rates was the
fixed criteria everybody had.
So they made one change, when the caller asked for the lowest interest rate they would reply,
"pardon me, but do you mean total cost or lowest interest rate?"
The reply would be, " what do you mean total cost?"
Then the magic happens, "oh hasn't anybody told you that there is a difference
in costs of between $30,000 to $100,000 over a 7 to 10 year term?"
Bam, reset the callers buying criteria.
People want high response from their ads written by a copywriter.
"I'm sorry, do you mean total revenue or response rate?"
A SEO provider. Prospect wants a high ranking...
"I'm sorry, do you mean turning ranking into phone calls which turn into booked jobs or high ranking?"
Always look to come up with a higher level outcome than they
first thought of.
There are many more ways to change the buyers buying criteria.
If you like to know some more, let me know and I'll post them.
Doctor E. Vile