People love convenience, choice, comprehensiveness, competitiveness and quality.
If you can walk into a single store and walk out with just about everything you and your pet Alligator need for a whole week (including everything they had in their cash registers),then you’ll probably feel like a million bucks.
Maybe you didn’t get the best of deals on everything. But the fact that you had a pleasant shopping experience, combined with choice, convenience and good customer service, means that you’re far more likely to shop there than anywhere else.
That’s exactly how Major Supermarkets and Department Stores have put so many Mom and Pop shops out of business over the years. It’s not the price. It’s the overall experience. Competing on price (for the most part) is like running downhill at top speed whilst feeling like you’re covering a lot of ground.
So, make your products as comprehensive as possible. Then back those products with vigorously tested sales funnels. Or surround those products with a few “similar products” to boost your chances of a sale.
For instance, when you sell a book, you can immediately upsell that book with an audio version of the same. You can then followup with a DVD or Video of a seminar that you did that compliments the book you just sold. Lastly, you could tell them about a Coaching service that you provide to take their success (or just “barebone enthusiasm”) to the next level.
When a person has made a decision to buy something, they have their wallets out, their cash cards out. Therefore they are more receptive to other “related products” you offer. By the way, when they have their wallets out, they tend to have their guns out too. So, avoid promoting “unrelated products” or “cheap” looking products at all costs. Don’t even let the thought pass your mind as that could be life threatening too (if you’re dealing with a psychic).
Real Businesses are built on loyalty. Therefore, treat your customers as you would a Family Member (without letting them occupy any of your living room space). And then only sell them products and services that you would to one of your family members or pets.
So, what do you do after they’ve bought everything in your inventory (including your furniture)? Give them a hug and a couple of brownies? And hope that they’ll stick around forever?
Nope. You tell them about your competitors instead.
What?!
I am not talking about referring them to your “direct competitors” who sell similar or identical services as you. That wouldn’t be any different to leaving your front door wide open with a big sign that says “take all our stuff”.
Instead, I am talking about your “friendly competitors” (like Caspar), who have products that compliment what you’re already selling. If they’re likely to appeal to your audience, then why not strike up a profit sharing deal with those friendly competitors. And then make those “deals” available to your clients too?
