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Building ladders
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If you want to be more accommodating to your customers budgets, you can do so. In a profitable way. You can build offering ladders (a game-changing concept shared by Jonathan Stark) An offering ladder (aka product ladder) is a mix of offerings (products, services) that is progressive both in impact for your customer, as in price. They go from low risk, low trust, low friction to high trust, high impact. The goal of it is to reduce the friction with your prospects, so that it can build trust in your competence. The more they trust you, the more they'll be willing to go for the higher risk alternative you might offer. And trust... that's the game-changer. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
If you're going to discount, here's a more detailed view of yesterday's rules: Specific.Needs to explain WHY they're getting the discount. In exchange for something in return.Needs to say what's being given in return for the discount. Explicit.Needs to be stated in the proposal what, how and why the discount is there. Time-bounded. It has to be in a defined timeframe.Needs to be a take it now, or leave it. Written at the end of the quote/proposal for what it is "Discounted price".Price →...
Giving discounts: taking a price off of something —or adding something up to your offering. But... what's the reason (or reasons) to give a discount? Is it to give it when they ask for it? Is it to close the deal? Is it because you have no power in the negotiation? Is it because they have all the power in the negotiation? Is it because you can't say No? Is it because they don't have money? There can be a million reasons (or even more). And that's fine. One thing you can ALWAYS say, and need...
Do you give discounts? If so, how does that go?