Give your clients a “Yes” or “Yes” choice…
Pop quiz – What does the last sales proposal you sent to your customer look like? Are you just quoting the products that you and your customer discussed? Or are you going further – building a second proposal, that they didn’t even ask for, providing them with “another way to go”?
Marketing studies have shown that even when you think you are giving people “1 choice”, you are essentially giving them 2 – They can say “Yes”, or they can say “No”. The issue lies in the presentation of the options – why not increase (or better) your odds by controlling the story? Why not try to give them a “Yes” or a “Yes” option?
Instead of just a single proposal, can you provide your customers with an “A” and a “B” proposal? Its not enough to include them on the same quotation – they have to be seen as physically separate – they should be able to hold each separately in their hand.
What if Option A is the “bare minimum” to get the client started, but Option B offers long term support, training, maintenance, etc? What if Option A is the base tooling assembly, but Option B provides for long-term stock service capabilities to help the client decrease their costs over the next 3 years?
By providing an A and a B proposal, the discussion becomes more of a “which one fits you best?” as opposed to a “can we execute on this single proposal or not?” – you’ve changed the conversation. The customer is now discussing options with you (physically shifting them in their hand, A or B, as you discuss them), neither of which leads to a “No”.
By controlling the conversation, you can change the game – and your rate of closure – all to the benefit of the client.