Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

Category: Creating Business Growth

Giving the Customer More Information

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Follow my parcel delivery

The Downside of Online Shopping is the Delivery That Takes Place in the Real World. 

Delivery to your home probably causes you headaches. It does me.

Which day is it being delivered, what time will it be delivered? Will I be home? Will they deliver on time? 

And you never know which company is delivering it . and some are appalling when it comes to customer service. As for the drivers name .. you’ll be unlikely to ever discover your white van mans name .. its usually a man isn’t it? 

The alternative is to have it delivered elsewhere … maybe into one of those delivery boxes you find outside railway stations .. or a local shop. Both these so called solutions are problematic. The shop is closed when I get there and the drop off lockers mean I have to carry the parcel home; hardly door to door delivery is it. 


A Delivery Revelation

With satnav and email it needn’t be like that.

Yesterday I ordered an item. Today I had an email with my delivery slot. 

Pete is making a delivery to me. Where is he?

Well its simple to find out as he sent me a map with his location on it. He’s on delivery number 16 and I’m number 27. He’s currently 5 miles away in Kings Road and heading in my direction.

Technology makes it much easier to deliver both parcels and much better customer service. 


Better For Businesses

The great thing about the service I was given is that it is good for businesses.  Because I could see my delivery driver’s location I was there ready and waiting when he arrived .. I went out an met him on the drive. That saved him time and me a load of hassle. 

OK he only saved 60 seconds .. but add that up, for a lots of customers, over a year and the cost of this system is soon paid for. 


So why don’t more businesses use it to deliver quality to customers? 

The Power of Three in Selling

Giving Buyers Options Can Significantly Increase Sales, Ideally We Need To Use The Power of Three


Why Use The Power of Three in Selling?

Simple. The number one is dangerous in marketing. Give people one option and they say yes or no. Too often you will get a No answer, especially if someone else is cheaper.

But the number three makes for marketing magic and certain sales. It is a form of Advanced Thinking and a very powerful negotiation tactic. 


An Example of How The Power of Three Works

I often get asked to speak at conferences and in-house training days. Last week someone asked me to quote to speak at an event. They also asked others to speak and I guess we are all acceptable to them or they wouldn’t have asked us. So the only deciding factor left from the buyers perspective is price. All other things being equal the cheapest person gets the work. 

So how can you become more certain to get the work? My tactic is to stop the buyer making a straight comparison based on price alone.

In my case I gave them a quote for exactly what they wanted, but then provided two other options.

The second option was the same as option one but included an add on. In this case it was to also run a QA session online. We could do this on the clients website, on Facebook .. anywhere they choose. 

The third option was to offer the basic speaking session as requested plus a webinar. This could be live or recorded. 

Each was priced separately and clearly the options cost more. In some cases the options will cost multiples of the basic option.


How Specifically Does The Power of Three Work? 

I do the above quite often, here’s why.

We know one option doesn’t differentiate us and we then compete on price.

Give three options and, even if the buyer sticks with option one, you are seen as being more responsive and more authoritative. 

But it goes further. Few people want to buy the “cheap” option that everyone offers. They don’t want to look cheap. They are most likely to go for the middle option. 

Option three is less likely to be bought, although last week the buyer went straight to it and didn’t discuss the other options with me. 

The thing is with three options you are really offering the equivalent of three different packages where only one was requested. It gives the buyer three chances to say yes, not one. Often they then buy one of the higher price and value packages, that they hadn’t previously considered. And, as in my recent case, they sometimes buy the luxury package they would not have otherwise considered at all. 

The Power of Three works like magic in the majority of cases. It increases both the chance of a sale and the level of sale price.

Try it. You could be surprised how your profits rise. 


PS Offering more than three options just confuses buyers. Avoid it in most cases.