Productivity Tip 14 – Market by Looking for a ‘Better Way’

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If you want fantastic marketing results a key secret is to spend a few minutes every day looking for a ‘better way’ to do things in your business.

Here's a good example of a great question to ask to find a better way:

How can I reduce my customer's fear of making a mistake when they buy my products or services?
When you come up with answers to this question you often experience huge increases in sales.  All of us have had the experience of making a bad purchase somewhere.  The product or service didn’t work, caused problems and other people criticised us for our purchase. 

This felt uncomfortable so we don’t want it to happen again.

This means we are all a little bit reluctant to spend money on any product or service in case we make a mistake.   

The Unique Guarantee:
A pest control service used this idea well. They would offer a commercial pest control service (to eliminate insects, rats, fleas etc) for restaurants and hotels.

They added a unique guarantee to their service.

Firstly if the hotel or restaurant lost a booking because of a problem with pests, the pest control company would pay for that lost booking.
If the hotel or restaurant was ever closed down by a health inspector for a pest problem, the pest control company would reimburse them for any lost revenue they might have had. 

(The guarantee went on to cover 10 other points.)
This pest control company is twice as expensive as anyone else in their field.

They also have 80% market share in every area they go into. 

Best of all they have a simple insurance policy that covers them for any money they might have to pay out. 

All they have done is dramatically reduce the customer’s fear around paying for their pest control service and it not working.

Action Exercise:
How can you reduce your customer’s fear of making a mistake when they buy your product or service?

Write down five ideas and put one of them into action this week.

This productivity tip was written by internationally recognised marketing expert, Graham McGregor.  Make sure you get a complimentary copy of Graham’s excellent 396 page E-Book  ‘The Unfair Business Advantage Report.

Just go to

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