Not everyone is interested in buying top-of-the-line products or services. Some people use a hammer once or twice a year, so why should they buy the $25 model when the $5.99 model will suffice for their purposes? The same is true for a car wash, a computer, a lawnmower, or nearly any other product or service, so offer choices. The professional who uses your product will usually want the best available, but the casual user doesn’t need the top of the line and likely will want to save the extra cost. Give people choices and make the sale fit the buyer.
Can you offer products that vary in quality and cost? If so, you’ll have a larger customer base because you’ll be able to satisfy more levels of buyers. Consider offering three levels, because the consumer’s mind usually thinks of good, better, and best. Offer some type of sign or explanation of the different levels available. And always be sure that your lowest-level product will still do an acceptable job.
- Silver. This product is guaranteed to be very good.
- Gold. This product has added features and increased durability.
- Platinum. This product has all the bells and whistles.
Be able to explain the differences in level to your customers in easy-to-understand terminology. And don’t try to sell customers more than they need, because they’ll know you’re being insincere. Usually with a few questions, you can determine the level of product or service the customer needs. After using your product, customers may return for the next higher level—especially if their needs change.