It’s the one fear that grips almost every potential buyer of high priced products. If you sell something that costs a good chunk of dough you better confront it.
I experienced this myself as a buyer just yesterday.
Improving my interviewing and negotiating skills became a top priority this year. As an introvert, I struggle with these skills. I decided now is the time to tackle it. I found a program that fit my needs. It’s a bit pricey but that only added to the lure of it.
The sales pitch got me excited. I could see my struggles vanish just from the act of buying into this.
When it came to the moment of truth, I failed to pull the trigger. I couldn’t fight past the inertia. I passed on the offer.
The seller of the program ignored a critical piece of salesmanship. I won’t be too hard on him. Few teachers in the field talk about this. Only in direct response marketing do you see it used in a consistent manner.
The One Question Every Buyer Asks
Here’s the problem:
Every buyer of high priced products asks themselves some variation of this question.
How do I justify/defend this to my (spouse, peer, family)?
Let’s suppose you buy a five dollar e-book and it sucks. You just go on with your life. Nobody else ever needs to know. Nobody will ever care.
Now, pretend you find a training program that promises to win you a high paying tech job? That training costs a thousand dollars. What if that training fails to deliver on its promise? That failure may cause regret, embarrassment or even financial pain. How will you explain it to your spouse?
Unless you can answer that question, it’s likely you’ll decide against the purchase.
As the seller, it’s your job to ease that fear. How do you do it?
Gauge Your Buyer
First, determine if you need to address it at all. Will your price point cause any kind of financial pain for the buyer? Is it something he’ll need to explain to his spouse or family? If it’s something that she might lose sleep over? If the answer to any of those questions is yes, you must deal with it.
Lucky for us, we have a simple technique to deal with this.
The Secondary Benefit
We sidestep the issue by presenting our prospects secondary benefits. These are abstract benefits our prospect gains. He gains these even if the primary promise fails to work out in his favor.
Here’s an example of a secondary benefit.
Product: Career Training
Big Promise: Get a new job in the tech industry for six figures in six months
Secondary Promise: Even if you choose to stay in your current field, you’ll need this knowledge to keep up with your peers. Plus, it may give you that edge for the next promotion
See how the secondary benefit gives our prospect an out in case our big promise doesn’t work out for him? Now, he can tell his wife that he needs this training just to keep pace in his current job. He may even out-jockey that coworker for a promotion. Who knows? Maybe he’ll even snag that awesome job in the tech industry.
Our secondary benefit now clears a path for our buyer to move forward.