Sales Techniques – How To Convince A Customer To Buy From You

Convincing more of your customers to buy more from you more often doesn’t have to do with your script. It doesn’t have to do with how good of a closer or salesperson you are. What does it have to do with? Dan reveals one of his sales techniques and shares how you can convince a customer to buy from you.

—

Listen to the podcast here:

Sales Techniques – How To Convince A Customer To Buy From You

Would you like to convince more of your customers to buy more from you more often? I’m going to teach you a simple but powerful sales technique that’s been proven to work in my various companies. It is very simple and is something that you can apply now. It has nothing to do with gimmicks. It has nothing to do with your sales script. It has to do with your offer. What are some of the simple things that you can tweak within your offer that you can convince your customers to buy more from you? That strategy is called the three boxes. I want you to think about this. When you are selling your product or service, you have one choice. You have one option.

When someone looks at your offer, all the consumers can think of is, “Do I want to buy this or do I not want to buy this?” It is a yes or no response. They’re thinking, “Can I afford this? Do I have the budget for this?” They are focusing on the price. However, if you give them two choices such as an A and a B, I want you to think back. Remember when you go to movie theaters longtime ago. They give you two choices. They have the large pop and then they have to small pop when you want to buy a soda. There are two choices. What most people do is when you give them two choices, 80% go for the small and 20% go for the large. It is because most of them like to play safe and they like to pick the ones that they could save money on. It’s A and B. When you give them A and B, these two choices, the consumer, your customer, they’re not focusing on, “Do I want to buy this or do I not want to buy this?” They’re thinking, “Which one do I want to buy?”

Then later on in the movie theater, they introduce a third choice. That’s the three boxes. Here’s how the strategy works. Suddenly, they have the small soda. They have the regular, which used to be the old large, which now they call the regular because large feels like it’s too much, “Regular, that makes sense.” They just changed the name. It used to be large. Regular and then they have the jumbo-sized pop that you can never ever finish even with your kids. You had the three choices and here’s how it works. They offer you the small, they offer you something in the middle, they give you something that’s jumbo-sized. When you do this, suddenly there’s what I call contrast pricing. What you do is when you offer your product and services, you want to make the biggest offer, the ultimate super-duper offer that is so outrageous, knowing most people will not go for this. Then you want to make your small offer so wimpy. You want to make it so average, you don’t like it that much but you want to make the middle one very compelling knowing you want people to buy this one. That’s the one you want to buy.

What happens is in the movie theater, they introduce this concept. 20% who like soda go for the Big Jumbo. Then you have 60% who go for the middle and then you have 20% that go for the small. Later on, they introduce their kid size. I believe when you are making an offer, two choices are good. Three choices are the best. When you offer them four choices, I believe it’s a little bit too much. It’s a little bit too confusing. When you give them this and you make the middle one, this is the one that you want to make as compelling as possible.

Sales Techniques: When you are making an offer, two choices is good, three choices are the best, and four choices is a little bit too much.

Let me give you another example. You are taking your car to a car wash. They use this technique where they would shampoo the exterior of your car for $15. That’s it, a simple shampoo. If you want a shampoo outside of your car and they add some new chemical or whatever, they add some new shine and also, they will vacuum your interior for $25. You’re thinking, “$15. My car interior’s a little bit dirty. For $15 more, I’ll take that.” Then they have the super detailing wax for $200. You’re like, “I’m not going to go for that $200. That’s too crazy, but I’m not going to be a cheap ass. I’m going to go for the one in the middle.” That’s the one they want to sell you. You can easily do this for your business.

I want you to create three boxes. The small one, very wimpy. You can even think about silver, gold, platinum. You’ve heard of those terms before, silver, gold and platinum for some kind of membership. They do that too. I want you to make it as expensive, as luxurious as possible for the big one. Knowing most people will not go for this. Here’s what’s very interesting. At any given time, 5%, 10%, even as much as 20% of your marketplace, they will want the best, “You give me the biggest, the best thing that you have.” That’s good. There’s a huge profit margin, but knowing you’re not counting this to sell. This one you’re like, “This is for the cheap customer.” You want the majority 60% to 80% to buy this one.

What you can do is do a list of features and benefits. Let’s say for this offer, you have ten things. You might have two things but this, you give it seven things. This gets the most value when customers buy this and you offer them the one in the middle. This is called contrast pricing. This is a decoy. You’re not counting it to sell. This is simply a decoy. That’s the strategy of three boxes, very simple. Selling is about choice. Marketing is about giving your customer choices. Not too many, not too little, just the right amount. Let them believe that it is a dear choice to make that purchase and make that buying decision.