Do you want to make it hard or easy to invest with you?

I was talking with a client of mine recently, and she was asking me whether she should send a bigtime prospect a stripped-down sample, or spend some extra time and a little money and go for broke. I told her to take it seriously and make the darn thing purty, and here’s why:

1. Ideas take work. It’s work to think them through, and even if you’re like me and enjoy doing that, it’s an energy expenditure. There’s only so much energy in the day. Implementation is where the magic happens, and it’s also (not coincidentally) where most folks fall flat and give up.

2. Precedents can’t be ‘un-set’. If you’re trying to get a prospect’s attention, do you want them to think of you as being versatile or limited? In-the-box, or creative? A hard worker, or a time-suck? This concept goes beyond ‘making a good first impression’. First impressions are indeed important, but setting the precedent is an execution issue, not a relational issue.

The beginning of the situation will set the tone and the expectations for the rest of the situation. (Yes, this can be changed, but it’s a heckuvalot more work than just being your best from the start.)

Think about it. Do you want to compete on a level playing field? Or would you rather compete on a vastly tilted playing field, where your friends block the judges’ view of your competitors? How would you like to be the only one that’s even ABLE to score points – getting the judges on your side so they enjoy it when you score points?

You can. Your customers are your judges, and by default they’re on your side. Make it easy for them to award you points by offering several price points, complete packages, and ‘think-less’ buying options.

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Published:
3.15.10 / 4pm
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