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August 17, 2019
You don’t need sleaze to sell

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I’ll admit it.

I love pouring over the latest $7 noodle bowls available on coupon sites.

I’ve even once purchased a $59 tall ship cruise (ok, it was twice).

So when a $29 Pilates membership popped up at a studio near me, I leapt at the chance.

Since starting my business 6 months ago, my back has decided to wage war on me in retaliation for hunching it over a laptop. We used to be friends *sniff.

Add to the mix schlepping around a couple of twins and tension headaches from what appears to be a permanently locked jaw and I was at breaking point.

That made me a high-intent buyer.

I floated into that fragranced studio, complete with a 7-level alkalising water tower and salt lamps, already dreaming of the person future-Sue was going to be. Think of Elle McPherson in activewear combined with the zen of the Dali Lama.

It’s astonishing what Pilates can accomplish.

In my mind, I’d already extended the membership, more than willing to pay the rather exorbitant monthly fee. The extra 3 free weeks were simply honey on the crumpet.

So it was uncomfortable when the first thing the Pilates instructor told me was that if I didn’t sign up for a full membership today I’d be slapped with a $259 joining fee at the end of my coupon period.

I hadn’t even had time to kick off my Birkenstocks, but my feet were firmly back on the ground.

There’s nothing that will put me off handing over my hard-earned cash quicker than feeling like I’m being duped.

And I’m not alone.

Yes, being vague about your pricing or slapping on hidden extras at the moment of checkout might get you more sign-ups and cash in the moment.

But they might also get you bad word of mouth, shocking reviews and plenty of costly returns.

There’s a better way folks.

Not all selling needs to be sleazy

You have a brilliant product. Something that solves problems and makes people’s lives easier. You exchange that product for money.

That’s business.

So often people (and websites) end up coming across as sleazy because they don’t know how to talk about money.

Self-consciousness forces the best of us to whizz through the numbers faster than a cup of coffee through my pea-sized bladder. (TMI?)

So how can you sell without selling?

Show value.

On a website that means being straight up about your pricing, but also using copywriting and design to your advantage.

Create different packages for different price points so people have a choice.

List out every single thing that is included in each offer. Even put a monetary value next to it, slashed for your dear customer of course.

Do the same in person.

Slow down and explain why and how {insert product or service} will improve the lives of your customers.

It doesn’t end at the point of sale

Once they’ve bought, don’t just take their money and run for the hills.

Make sure they feel like they got the best deal ever.

Send them a congratulatory email on their purchase.

Give them amazing customer service and most importantly make sure your product delivers on what you promised.

See no sleaze necessary, just good human vibes.

And I know you’ve got plenty of those.

Want to know more about how to convert browsers into loyal customers? Contact me for an hour of power to optimise the high traffic areas of your website.

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