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Why you should show 2 products at the same time, and never just one. PDF Print E-mail

Why you should show 2 products at the same time, and never just one.

When I’m selling, I like to have at least two very similar products to show at the same time. One a little more expensive, and a little better quality (or they get more with it). There are many benefits to showing 2 products at the same time;

  1. By showing comparative features, they are mentally weighing the value of each feature. But they are comparing the features to each other. The customer has a strong tendency to think “Which one” instead of “should I get one?”

  2. The customer gets a strong feeling that they have “shopped”. They are less likely to go somewhere else.

  3. It lets the customer feel more like they are the one deciding, and less like you are the one selling.

I do this; If they are very close in their decision, I’ll give an excuse as to why I can give just a little more with the more expensive model. (“I have more of these in stock, and I need to move them. I can give you a free 10 year warranty on it. Does that sound fair enough?”)

If they pick the less expensive model, I can always just give something else to go along with the better one. But even if they still want the cheaper one, so what? They are happy, I made a sale, and all is well.
 

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Reviews from Amazon.com.

Your Survival Guide to Ad Reps Who Don't Know Any Better!, January 23, 2010

By Gloria Steinman "Obsessive Compulsive Book Re... (Sandusky, OH)

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If you have ever been approached by an ad rep, you know the feeling of confusion and frustration. They tell you how much your business will increase and how you will get SOOO many new customers. Then you run the ad, nothing happens, and the rep comes back and tells you to run it again to see if it works next time. Surely if you continue to run the ad SOMETHING will happen!

After months of spending hundreds or even thousands of dollars, many business will throw up their hands and proclaim "ADVERTISING JUST DOESN'T WORK!"

 But what you don't know, and to be honest the ad rep doesn't know it either, is that the simple act of purchasing an ad does not mean you will get a response!

There are tried and true "rules" to advertising and Claude's book is very good at laying those "rules" out in an easy to understand way. It is not the last book you should ever read on advertising but it can be used to IMMEDIATELY improve the response to YOUR advertising!

 I highly recommend this book to any small business that operates on a local level.

The $20 bucks you'll spend (at Amazon.com) on this book will be well worth it and if you actually put some of Claude's principles to work you could see a return on investment worth thousands of times the cost of this book! Claude has spent 10 years in the school of harsh reality and has tested and tweaked these methods for the survival of his own business.

Claude Whitacre is My Hero!

 An Incredibly Valuable Book!, January 19, 2010

By Mike McGroarty

The Unfair Advantage is an excellent book that every small business owner should have on their desk. Not their bookshelf, on the desk, and the pages should be dogeared from constantly refering to this book. All businesses need to and should advertise aggressively and this book really does give you an unfair advantage by teaching you how to craft your advetisements, and where and where not to place those advertisements. Advertising that doesn't work is expensive. Advertising that REALLY works is libertating and will take your business and your life to the next level and beyond.

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