Why Techs Accidentally Sell the Cheapest Option (And How to Stop)
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Key Takeaways
Understand that only a small percentage of customers (around 18%) genuinely seek the absolute cheapest option; most are looking for the best value within their budget.
Present options from the most comprehensive (highest price) to the least comprehensive (lowest price) to allow customers to 'win' by choosing a less expensive, yet still effective, solution.
Utilize 'consensus' by truthfully informing customers about what 'most people' choose in similar situations to build trust and guide their decision-making.
Clearly explain the value and benefits of higher-priced options by presenting findings and explaining the 'why' before presenting prices.
Be transparent about the consequences of choosing the cheapest option, clarifying what they stand to lose in terms of longevity, safety, or reliability.
Avoid making large, illogical price gaps between options, as this can inadvertently push customers toward the lowest price due to a lack of perceived middle ground.
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