If
there is only one option, most customers are reluctant to buy.
If
all they see is Product A, they are not convinced that A is best. They want to
contrast and compare. They wonder what B and C might offer them. In fact,
studies show that almost 9 out of 10 potential buyers walk away if there is no
choice. Alternatively, if potential buyers are presented with A and B,
two-thirds of them will make a purchase.
This
is a principle that may well apply in sales negotiation training. Options can
bring customers closer to a deal. You don’t want to complicate the contract
with too many choices. But try to find a couple of alternatives that are
acceptable to you. Give your client the choice. They are much more likely to
make a final decision.
This is a very simple technique that makes both
you and your client winners.
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