***Be Irresistible

Last week, we talked about a solution for what to do when asked for free product or services. (If you missed it, check the blog.) Today, let’s look at the other “freebie”—the irresistible offer to attract attention. Let your customer “test-drive” before they buy… ever test drive a new car? Did that test drive influence your buying decision?  Test drives, samples, and trial offers are some of the best marketing money you can spend if your target market is the kind that wants to try before they buy. Part of quality customer service is making sure your product or service is a good fit. It also lowers return rate and generates long-term customer loyalty. What makes an offer irresistible? The reward is the deciding factor in irresistibility. It must be something they want--a hot dog and pony ride will, most likely, not entice a person to buy a sports car…and the perceived gain/value must far outweigh the difficulty of getting the “test drive.” We both know the idea behind a give-away is at the very least to build your list of leads. As you ask for information in return for your irresistible offer, be aware, they may be thinking, is this a scam? Collect enough info to contact them again, but not so much as to scare them away. Just like a first date, go slow as you build the relationship. Won’t it cost me a lot of money? No. Giving out an irresistible trial offer shows that you believe in your product. Make it part of your marketing budget. A “free offer” is not a stand-alone offer. It must be part of a carefully planned sales follow-up system for later contact and buying opportunities. It is easy to budget the cost by placing a time or quantity limit. Be willing to put your money where your mouth is. If you believe your product is the best, show them, so they can believe it to.