da Scott Richards mancano 5 anni
105
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Lifetime value of the customer
benefits over features
trust is essential to success
know your target market
Back end
Reactivate old clients
Irresistible bonuses
e.g. if bring car in for service at the desired level receive a 10% discount
Seminars
Communicate frequently
Newsletters
Constant contact
VIP programs
Customer satisfaction
Pre-frame
the gross profit must be greater than the price of the bonus.
e.g. if average transaction is $15 then bonus if spend more than $25.
to expand your customers purchase patterns
New products
Up-sell, cross-sell and down-sell
Point of sales
Sales scripts
Barter
Buy other businesses
Special events
Direct response
Prospects
Lead generation
Direct marketing
Telemarketing
Sales letters
Compelling incentives
Can also be used to motivate customers and prospects to fill underutilized capacity.
Work out the value of the customer over their lifetime.
Free trials
1. motivate prospects to try your products or services in order to demonstrate the benefits you provide - use if repeat in nature or have a high lifetime value
e.g. free haircut, tax return, first visit.
Good if have underutilized time
Free demonstrations
e.g. vacuum cleaner
Free evaluations
when the prospect needs your help to understand that they have a need.
Powerful for two reasons
1. creates customers who weren't wouldn't have purchased either from you or your competitor.
2. You become the obvious choice for the work.
the promise is "you MAY be able to significantly benefit the prospect with a SMALL EFFORT on their part.
e.g. free insurance evaluation, free water testing, mortgage refinancing, blood pressure test.
doesn't have to be free just an irresistible offer.
Free seminars to educate
Keys
1. provide actual value to each attendee
2. demonstrate the benefits to the prospect will derive from buying your product or service
Put value on ticket and give away.
this method is more difficult than three other methods
Value added bonuses
Increased the perceived value of your offer
Can reduce the cost of the purchase in the buyers mind
Designed to achieve 3 things
1. it acts as a huge value add over the competition
2. Keep profit at its full amount
3. Improves value to the customer.
Free gift should compliment the purchase.
Free valuable information
Goal is to:
1. Call out your targeted prospect
2. Enable you to educate them in detail on the unique benefits you provide
powerful if your product or service requires an educational sell
Compelling teasers
Designed to pinpoint prospects when fulfillment costs are high and therefore not wasting on unintended parties.
Qualify, pre-frame and program
Trade shows
Brochures, flyers and catalogues
Public relations
Internet marketing
PPC
Website
Ads
Radio and TV
Risk reversal
Sales training
Joint ventures
Referrals
Irresistible offers
Education
USP
Benefit gained
Problem
Unique solution
Packaging
