Everybody loves to buy a bargain. Stores and services go out of their way to come up with fresh bargains that will attract new customers and keep old customers coming back.
Major corporations spend fortunes working to make every customer feel like they are getting a bargain. Perception is reality, and customers who THINK they're getting a great deal tell others about their excellent purchase and come back to buy more. So how do you create successful bargains to WOW your customers? First let's take a quick look at just what a bargain is.
Ask most business owners and managers what makes a bargain and they'll instantly blurt a lower price is a bargain. True, a lower price on the same product others are offering at a higher price is a bargain.
It gets a little harder with a service. I've never seen two services that were exactly alike. The guy who tunes up your car for $100 may not do as thorough a job as the guy down the street who charges $240. On the otherhand, the cheaper guy might be better.
Usually you can charge less to create a bargain by saving the difference in price somewhere else, either by offering a lower quailty--no sense in customers paying for fancier than they really need--or charging more elsewhere.
Personally I'm not a big fan of dropping prices to create bargains. It works well for Walmart, but is hard for many small businesses who are struggling to make payroll or keep up with the credit cards. You can raise your prices back to normal later, but many customers will sit on the sidelines waiting for you to drop them again.
So how about some different ways to create a bargain?
1. It's a bargain if your customer gets the last model somebody else wanted. That's why Amazon and others let you know "there are only 2 left, hurry!" Try using that tactic on your web site, in your mailer, or on your point-of-purchase signs. If you are selling a service, let a prospect know you've got "one more appointment open this week" OR "two appointments open: Wednesday at 10 or Friday at 2."
Once the famous Jeffrey Lant offered me a slot in his networking business. "I've got one position left and 3 people want it," he wrote. Brilliant marketing. I was tempted to join even though I sure didn't need to be working an additional business. The urge to jump in before the other guys and get a bargain was almost too powerful.
2. A bargain is when your customer feels sure she will be happy with the product or service. Maybe that is why every product comes with a brochure saying "Congratulations on purchasing the finest, highest quality product available, skillfully designed to give you years of enjoyment." If you didn't feel like you got a bargain when you made the purchase, you certainly do after you read the brochure.
3. A bargain is when others TELL you it is a bargain. That is the beauty of an affiliate program or testimonials where other people tell you what a great bargain the product or service is. This is also one of the reasons people buy popular products: so their friends can say "oh you got one of those, they're so cool, you'll love it!"
4. A bargain is when you throw in something extra with the product or service. A camera is bundled with a no-cost disc of computer software. The guitar store provides a free cord with every electric guitar. I always offer to give extra advice, at no charge, to anyone who buys my writing or promotion services. Customers can feel that getting expert personal attention with their purchase makes it an extreme bargain.
Everybody loves a bargain. Try some of these simple, proven ideas to give your sales a quick boost both now and for the future.
Kevin Nunley is the Net's best known and
longest running copywriter. Kevin's thousands of customers
value his great marketing advice, sizzling sales copy, and
value-packed promotion deals. See his http://DrNunley.com and
email him today at kevin@drnunley.com to find out how you can
increase your sales now.
