High-cost products and services usually create a higher level of friction with prospective buyers. This is perfectly understandable, of course, since nobody wants to part with a huge chunk of their money without good reason to do so. If you have difficulties in selling your more expensive items, here are a few areas to work on in your ads: B2B telemarketing, email marketing, and other marketing channels.
- Guarantee and Assurance. The main purpose of a guarantee, in the marketing sense, is to remove the perception of risk or doubt that the item you’re offering would fail to deliver the utility it promises. Your guarantee or assurance is what your B2B leads need to feel that they’re making the correct choice in buying your product.
- Payment Plans. Credit and payment terms that make your offer more accessible are needed to move your high-priced items, but these schemes are not enough. You also have to include your competitors’ payment plans in the picture to avoid losing your prospects to them. From the viewpoint of your B2B leads, they should be looking at a manageable and payable plan instead of a bloated expense account.
- Free Trial/Demo Period. Although it certainly has its downside for some items, a well-executed product trial and demo, free of charge of course, is a great way to improve conversion rates and hasten the sales cycle. Other than getting to know the product first-hand, B2B leads also encounter a psychological effect from the temporary ownership that convinces them to say “Yes, I’ll take it.”
- Exclusivity of Offer. As a marketer, you have to make your prospects feel and think that your offer is exclusive and limited. In lead generation and appointment setting, this means making them feel that there’s nowhere else they can get the deal you’re putting on the table. In the immortal words of Don Vito Corleone from The Godfather, it’s all about “making an offer they can’t refuse.”