This is something that happens very often: a customer shows interest in your products or services. And then suddenly, he begins to hesitate. He thinks, he dithers … On the one hand, he would like to buy what you offer him … But on the other, something is holding him back. It’s not entirely sure yet…
You are on the verge of close a sale, and suddenly your customer flies away without having bought anything. It’s frustrating. You have tried everything to complete it to convince, but it didn’t work …
As a matter of fact, selling cannot be improvised. You can’t just offer a great product or great service. You still have to succeed in presenting your offer in such a way as to make it attractive.
As said Don corleone, a.k.a Marlon Brando in The Godfather : “I’m going to make him an offer he can’t refuse! “
And that’s exactly what you need to do: propose an irresistible offer to your customers.
Whether you are selling graphic services, cereal boxes or swim briefs, the principles for design an irresistible offer are the same. And that’s what we’ll see here.
1. Respond to an existing and recognized need
This is the basis of marketing : your offer must first meet an existing need.
We sometimes hear that a good seller would be able to sell ice cream to an Eskimo. But it’s a myth.
To have a chance to sell, you have to start with identify your client’s needs, so as to offer him a product or service which solves this need.
For this, it is also necessary that your client is aware of his need.
How did Procter & Gamble miss a product launch by responding to an unconscious need?
In the 1990s, the group Procter & Gamble has developed a product that can help eliminate bad odors. The first customers were delighted. They could, for example, suppress the smell of tobacco or animals at home. The product worked wonderfully.
And yet, it had a bitter failure at the time of its marketing.
Procter & Gamble marketers investigated why the product was selling so poorly, and they realized one thing. People are not aware of their smell.
One of their clients’ apartments smelled of cat odor. (She had nine!) Everyone was aware of it, except her … so much so that she never used the product.
With this teaching, Procter & Gamble then completely revised its concept. Instead of position their product as a simple way to remove bad smells, they added a scent to it to make it recognizable.
Their solution was no longer to get rid of bad smells, but to conclude a cleaning session by diffusing a pleasant smell in the room. Ironically, the product had become the opposite of what it originally offered. And Febreze was born.
The lesson from this story is that for create an irresistible offer, you first need to make sure you have a product or service people really need.
2. Position yourself well in your market
By targeting everyone, you don’t hit anyone.
A product or service must target a specific audience. Anyone who tries to sell their product to everyone unfortunately makes a mistake from a strategic point of view.
Let’s take as an example the mineral water market. Everyone has to drink water and all water looks the same.
However, each brand has chosen to address specific consumers:
- Contrex, with its slogan “My slimming partner”, targets young women as a priority;
- Perrier targets an elitist clientele, who want to celebrate, and have long presented themselves as “the Champagne of table waters”;
- Evian focus on youth;
targeting some customers to the exclusion of others may seem strange. A priori, this amounts to voluntarily cutting off part of the market. But in fact, it is of major interest in terms of communication.
This allows you to design more relevant messages.
To continue on this idea, let’s admit that you are a consumer brand and that you must recruit a photographer to take a picture of your cookies.
Who will you choose between a photographer who specializes in packshots, and another who does everything?
Presumably, the first seems to be appropriate. He proposes a precise solution to a specific need. Its positioning is clear, which speaks to customers.
When you have a toothache, you don’t go to a general practitioner. You go to a dentist, who is specialized for this type of problem.
So, to make an offer irresistible, it is important to make the customer understand that it is made for respond precisely to their needs.
3. Make a strong promise
The characteristics of your products or services do not matter. Do not try to describe what you are selling.
What matters is to highlight profits that your customers will get from your offer.
At this level, it is important to know who are your customers and what are their needs, because according to the answers to these questions, you will not necessarily highlight the same earnings.
For some consumers, what appeals toiPhoneis its ease of use. It’s about with rational motivation. These people want to be able to use their smartphone easily.
Conversely, other consumers will choose a iPhone because’Apple is a reputable brand, and that having a iPhone is prestigious. The expected profit returns here to assert your identity. It seems irrational, however, it is indeed a need to which theiPhone answer.
Most often, several motivations will come into play in the context of a purchase. It is therefore a question of identifying them correctly to highlight expected benefits.
All of this will determine the strength of your promise.
Be careful not to promise more than earnings that you cannot deliver. Some companies sometimes go overbidding to outperform their competitors, but doing so can result in dissatisfaction. In the long run, this is not an attractive strategy.
4. Lift all brakes on buying
Buy is a complex act, which all kinds of obstacles are likely to threaten.
So it’s about making easy purchase. On the Internet for example, the slightest failure during a purchase can make fail sale :
- A page that does not load;
- A form that is too long to complete;
- A bug ;
So it’s important to simplify the purchasing process as much as possible. (Whether this takes place online or physically.) For that, the ideal is to observe how your customers behave. And if that is not possible, you have to put yourself in their place to list all the possible obstacles, and thus find a way to get around them.
Even if that is not true, tell yourself that your customers are lazy and that they will make no effort to complete their purchase if they encounter a problem. This will force you to simplify the process as much as possible.
But that’s not all. If there are technical brakes that can prevent the purchase, there are even more formidable ones, which are not necessarily seen. Those are the psychological brakes.
A irresistible offer should not leave room for no objection. So, you have to take the bull by the horns, anticipate possible objections, and respond to them in advance to reassure your client.
Many brands offer for example a “money back guarantee” for this purpose.
And if they do, it’s good because it works.
5. Make the customer feel that he is getting a good deal
You really hold a irresistible offer when your client is convinced that by dealing with you, he will make a good deal.
At that point, you no longer need to sell it. He’s the one who wants to buy.
One of the best levers to achieve this is to play on the price. If your promise is strong enough and that the value of your offer seems higher than your price, then your client will feel like they are getting a good deal.
However, this requires a lot of accuracy. If you offer too high a price, your offer will have nothing irresistible. It will be trivial at best, uninteresting at worst. And if you offer a price that is too low, you risk completely discrediting yourself. Your client might say that you cannot keep your promise with such a tariff, that your product is not of good quality, etc.
6. The bonus step: Use rarity
This is the icing on the cake.
Now that you have identified the needs of your customers, that you know precisely who to contact, that you have a strong promise, that you have lifted every brakes on buying and you succeed in making your customer feel that by buying from you, he will make a great deal…
Well you certainly hold an irresistible offer ! And yet, I suspect that some will still resist it…
Most often, it’s because humans tend to procrastinate. Why do today what he can do tomorrow?
So we will have to give a little boost. We will play on scarcity.
To finish deciding a hesitant customer, it’s very powerful. Psychologically, humans are more sensitive to what they can lose than to what they can gain. If the customer does not buy immediately, the irresistible offer that he has in front of him will disappear forever …
How? ‘Or’ What create emergency ?
You can do it in different ways. Some brands declare their products in the form limited editions. Others communicate on the probability of a possible shortage : “Be careful, there won’t be enough for everyone …”
If you are a real estate agent, you can for example tell your client that he is not the only one interested in the house he has just visited.
It is also possible to create limited offers in time. You have until 4 p.m. Friday to decide. Then the supply disappears.
The only important thing to remember here is that you should not trivialize scarcity. Sooner or later, people realize if a exceptional offer reappears a few days later in another form.
And when it is, the feeling of urgency eventually weakens.
Creating an irresistible offer is not so simple
As such, the strategy for design an irresistible offer nothing complex.
The difficulty is to execute it correctly to create the “Wow” effect among your customers.
The slightest error on the course, and your irresistible offer is just an offer like any other.
If today your customers are not jumping on your products or services, I can only invite you to ask yourself about each of these steps to understand when the process derails.
It is also important to clarify that designing such a type of offer does not mean that we will seek to sell anything to anyone. As I said, the first step is to identify the need to respond effectively.
In fact, create an irresistible offer, it’s just like intelligently presenting your products or services to the right people.