One size does NOT fit all! Having the power to customize a product or service to fit our needs makes us feel confident in how we’re spending our money. The same is true for our prospects. In today’s episode, our host Donald Kelly meets with Joe Ardeeser, the Founder/CEO of Smart Pricing Table, to talk about using optionality to build trust and give agency to customers.
Ways to Offer Optionality
- Provide different service lines. If you have a customer who uses one of your services, tell them what else your company can do for them.
- Customize individual services. Talk to your customers about ways they can configure your service to work better for them.
- Offer options for different budgets. If you can’t downsize your offer, you might lose big deals.
Build Trust With Prospects
- Offering a “good”, “better”, and “best” option can help customers feel comfortable because they can see that you’re not just trying to get the most money possible out of them.
- Buyers need to feel like they have agency and control over how much they want to spend and what they’re getting out of the deal.
- Prospects are probably going to have conversations with other stakeholders before buying. Arm them with the knowledge of your optionality so they can consider things in their own time.
Don’t Lose Deals
- You can’t make EVERYTHING optional. Make sure the service will work, even if the customer wants a very stripped-down version.
- When customers don’t choose your product, most of the time you’re not going to know why.
- If you make it so that your prospect can add or subtract services to adjust the price, you can avoid losing deals by small margins.
“Take some time to think through what you sell and define it well so that you can build things quicker. When you build things quicker, you have more options.” – Joe Ardeseer
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