Increasing Orders With an Extra Offer

Here are at  seven good offers to choose from when you want a customer to increase the size of an order.

1.        The good, better, best offer.  This highly successful offer is a well-known device.  You offer three versions of the same product or service.  So a book club, for instance, may offer a standard edition, an expensively bound version, and a signed, limited edition of the same book.  This choice allows the consumers, especially the irresolute, to enter into the fun of things by deciding which of the three they really want, rather than rejecting the product altogether.

2.        The deluxe offer. This was probably the same offer you give customers a chance to upgrade their offer with a gilt edged, weatherbound book, or a subscription for twenty-four months rather than twelve.  It doesn’t cost much at all to implement. just add a box to your order form, or tell your telemarketers to suggest the “deluxe” version.  It’s not even necessary to devote any selling space in your brochure or letter.  The momentum that has carried  your customers from envelope to order form will continue to work for you and will often lead them into upgrading their order.

3.        Add-on offer.  Here again, all you need do is add a suggestion in the form of a checkoff box in the order form. just ask the customer to buy something else after she’s bought the chief product or service.  It does help if the add-on has some association with the main product.  Suggest a binder to hold the year’s supply of newslet­ters, a software program to go with the computer, or leather soap for the expensive attache case.

4.        Another product offer. The multi product or multi service offer’s greatest manifestation is the catalogue, but many successful ad campaigns have been built around a multi product effort.  The laundry list of book remainders, hardware items, or close-out clothing can have the customer frantically adding to the original order.  Try to avoid slight variations of the same product; they can make selection difficult.

5.        Piggyback offer.  This is a more subtle approach to the multi product offer.  Make one product the hero of your ad or mailing but offer another product as well, perhaps in a flier along with your mailing or in a box in your ad.  It doesn’t even have to have a connection with the main product.  Offer it as an inventory clear­ance or a “buyer’s special” or “anniversary sale.” It should be at a discount, though.  You’ll be surprised how much it can make the consumer like you.

6.        Extension offer.  While the customer’s wallet is out, suggest an additional purchase linked to the original one.  Another book by the same author, a gift subscription to the same periodical, a longer subscription period, the lady’s watch in addition to the man’s.  A successful haberdashery has a thriving accessory counter.  Consider the back of your brochure or the flap of your business reply envelope as your accessory counter.

7.        Bounce-back offer. You’ve spent a lot of money to reach the customer and a great deal more to make the sale.  Now s the opportunity to make another sale, when the purchased item is in hand.  Enclose a rebate coupon along with a mini-catalogue tucked  in the set of luggage.  Offer a set of bookshelves to the buyer of a set of volumes.  Or a monographed eyeglass case to the customer who’s just purchased expensive sunglasses.  In fact, the bounce back offer can be extended indefinitely to get as much mileage as possible out of the original purchase.

Brian – (Check out the worlds biggest online marketing glosary while you are there – and make a link)


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