Focus on selling the offer, NOT the product.
Lets look at examples.
How about HVAC.
What do their "sales" look like...
They talk about unit X and all its specs and how it's normally $1495 but right now its on sale for $995.
Then their competitor lists unit X for $949.
The next competitor for 3 easy payments of $299.
and on and on the game goes...
Want to change the game?
Create and sell the offer!
Think of those late-night info commercials where they say "but wait, if you act now..."
Those are not still around for no reason...
In HVAV imagine a customer sees this offer/copy.
NOTE: numbers and copy made up and very rough, simply to illustrate the point...
We have noticed that Unit X is on sale for the best price of the year at several reputable providers, but we found it wasn't helping local residents stay warmer at all!
Don't buy unit X before you read about these issues.
Unit X is an amazing unit from a reputable manufacturer, designed to keep [our town] home owners warmer and more comfortable in winter.
We were shocked to hear that it was not working as expected!
Upon further investigation we found out that its advantages were being negated by the leakage in duct work systems built before 2012, and to make matters worse the increased air flow delivered by Unit X was dramatically increasing warm air leakage through attics with "builder standard' insulation levels.
Our ventilation engineers went to work on the problem and have found a solution!
And to rectify this problem we are making a limited time offer.
Not only are we selling Unit X at the lowest price you will ever see it, but until Nov 1st we will also include our patented vent seal service ( a $499 value ) and our attic insulation top up ( a $399 value) absolutely free with the purchase.
WIth one purchase, all completed in one visit, you will have the most reputable unit on the market with a 10 year warranty, dramatically increase your ductwork efficiency (almost like having a new home) and stop that warm clean air from escaping through your attic.
Warm clean air, saving and piece of mind.
Thanks to our efficient crews we can do this quickly and with minimal disruption to your home BUT we must limit this offer to a deadline of Nov 1st, as beyond that date, our entire industry is simply too busy to provide so much free labour.
now use your imagination to bundle, create offers and STOP simply focusing on the product.