Written by: Vickie Sullivan | November 07, 2023
Give Your Buyers Customized Experiences
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There are a lot of tire kickers out there. Often, the way service providers deal with those buyers is to offer them a preliminary service with a low risk but upfront cost. The hope is that the buyer will get so much value from the service that they continue to work with you. But if they don’t, at least you were compensated for compiling a comprehensive plan.
That type of offer sounds great on paper, but it can turn off a coveted segment of your prospects: seasoned professionals.
Those buyers have no time for large reports full of links and ideas. So, they put your work in the “to be done later” pile and never get to it. They delay the decision to work with you, and the deal eventually dies from inertia.
Let’s be honest here. The market strategy behind this tactic is that by showing buyers how the sausage is made, they will realize they need your help. That tactic works for buyers who are new to the scene. But it can backfire with executives who just want the work to get done.
Your initial offers can’t be one size fits all anymore. You must be more discerning about whom you pitch the comprehensive plan to.
Listen: What Seasoned Buyers Expect from Initial Projects
Now Read This:
- How to Introduce a Low-Cost Option to Your Buyers
- Competitive Branding for B2B Professional Service Firms