Who are you going to believe, the provider trying to sell you something or your own assessment of that product or service?
You know the seller wants to make the sale. Of course they’re going to tell you it’s the “best value” or a “great deal.”
But you, as the buyer, look for a way to come to your own conclusion.
You trust yourself more than any other person.
When there’s only one offer, you have to believe the seller or walk away.
When you’re the seller
So why make only one offer when you’re the seller?
Professional and B2B services firms, I’m looking at you!
Take-it-or-leave-it offers reduce sales for three reasons:
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Lack of respect for buyers
One lawyer I know refuses to offer options. He’s already escaped from hourly billing prison, but he still resists the Choice Framework because he doesn’t think his clients know enough to choose from 3 options.
“Whew!” is what I think.
Who is the client going to believe?
Their own perspective or that of a professional trying to sell them something?
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What else is possible?
Every buyer knows there’s always more than one way to accomplish something. And there are many different definitions of “accomplishment.”
So a take-it-or-leave-it offer practically forces the buyer to look elsewhere.
You can’t bully them into thinking you have the absolutely right approach/system/practice to get them where they want to go.
If you don’t offer options, they’ll find options their own way.
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Weak confidence in your value proposition
Value requires context. Nothing has any value without being compared to something else. (Gold is just pretty except for the fact that people have made it valuable by buying it and using it to buy other things.)
Your take-it-or-leave-it offer has no context. The buyer can’t assess it according to their internal measures, so they reject your value proposition.
If someone does buy it, their confidence in the value is weak, and they’ll be challenging you every step along the way.
Get Credible!
The Choice Framework enhances your credibility.
It shows respect for the buyer’s ability to assess and choose.
You answer the question “What else is possible?” right there in your own proposal. The buyer doesn’t have to go elsewhere.
Choices reinforce your value proposition. When your IMPACT PLUS offer is juxtaposed with your IMPACT and IMPACT Light offers, each option’s value proposition is clear.
The buyer understands that that they’ll get X for Y dollars. And A for B dollars, etc.
Do this short exercise now
Use a memo or notes app, or pen and paper, and quickly write down all the ways your firm’s work changes people’s lives. Think big, medium, and small.
If a client can say, “Now that I’ve worked with ABC firm, I can do or have XYZ, which I couldn’t do/have before” that goes on the list.
Over the coming days, add to the list. Start playing with fees that are proportional to these impacts.
Before the end of the week, take 30 minutes to design three options that change people’s lives to varying degrees of significance. Jot down the appropriate fee for each.
You’ve just begun using the Choice Framework!
Clients believe their own price-to-value assessments
It’s important to use your discovery call to elicit the kinds of life changing differences/significances that are important to each individual client. You want them to read your options and think:
- “They really listened to me and care about what’s important to me.”
- “Hmm, I like this IMPACT PLUS option. I wouldn’t have thought about it myself. I’ll consider it.”
- “I like knowing exactly what I’ll be getting with each of the options.”
Who is the client going to believe?
The professional who tells them what is best?
Or the professional who gives them options and trusts that they know how to choose the option that’s best?
Buying and decision making research repeatedly reveals that people trust themselves far more than anyone else.
Be the professional who offers options and gains the trust and confidence of prospects and clients.
What is your experience with choices?
