NFIB

Get Your Foot in the Door: Make an Offer They Can't Refuse
11/ 18/ 2002

Many small businesses are finding that in the current financial environment, prospective customers are becoming ever more conservative. When they've found suppliers they like, they tend not to change. This makes capturing new business all the harder. To break through this wall of conservatism, Jeffrey Moses suggests making an offer that customers can't refuse.

You need to make prospective customers rethink their relationships with other vendors. While almost every offer in this category comes down to price reduction, it's usually best not to rely on excessive discounts alone to get your foot in the door. Price is important, but the combination of price and service is what constitutes value and will be a basis for a long-term relationship with the customer.

That being said, the most effective way to get the attention of a prospect is to offer extreme specials on your service or products. Always make it clear when offering these specials that you feel the customer will appreciate the quality of your service, and will want to continue the relationship with your company after the special services are complete.

As an example of an "extreme" special, any service-based company can offer not just a one-time free consultation (everyone gives those these days), but instead a few hours of work at no charge. Many projects can be completed during a day's work, and will give the customer the chance to see the quality of your service, as well as your speed. If your regular prices are in line with your competition, the customer will be likely to give you additional work once theyÆve taken you up on the special offer.

Every type of business has some type of irresistible offer it can make. Printers can offer a pre-specified amount of printing at the cost of the paper. A landscaper could offer a month of service free with every yearlong subscription. Software designers can offer specific features added at no charge.

You should present such offers to qualified customers only. "Qualified" means a person or company that is very likely to continue using your services after the initial special work is finished. Offering extremely attractive incentives to potential one-time customers will only cost you time and money.

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