Offers to Acquire Customers

In the long run, profit, not a high response, is your goal for increasing customers. Offers that increase total profit sometimes pay off better even if the response rate is lower.

• “Deluxe version.” Offers for a second version of the same item with enhanced features for a little more money.

• “Good, better, best.” This gives prospects a choice of quality. It also subtly urges customers to spend more than they might if you can exhibit that the “best” offers are the best value. Ideally, show more features for higher-quality items.

• “Load ups.” In a continuity series, send all the products and services in a series after the first few are paid for, allowing customers to continue paying month-to-month. Offers for a certain number of items for a coarse price with a commitment to buy a certain number at the regular price within a certain time frame increase customers.

• “Membership fee.” Prospects who pay a one-time fee become an exclusive member of a club or organization in return for reduced prices and other benefits not available to the general public. The fee can be assessed yearly, or it can be a larger, one-time, lifetime fee.

• “Ship till forbid.” This often is used with continuity programs, business services or perishable products. Your customers gain the convenience of regular shipments and the option of canceling those shipments at any time while a business gets regular orders.

Generating inquiries. For products and services unable to sell in one step, provide offers that can identify prospects for the sales team…usually involving giving something away.

• “Free information.” Offers like this are great for identifying fervent prospects for a sales staff, making two-step sales, creating a list and initiating a first contact for a long-term relationship or sales cycle.

• “Free samples.” A good product can sell itself if prospects can score a sample into their hands. Offers for a free sample or charging a nominal fee, which may encourage prospects to try it, add customers.

• “Free gift for inquiry.” Gift offers as a reward for requesting information about your product or service can boost the number of prospects who inquire but lower their quality.

• “Sales call.” Prospects can ask for a salesperson to call and set up an appointment, producing high-quality leads but much lower overall response.

• “Free survey of your needs.” Offers to analyze your prospect’s requirements with no obligation will show how your product or service can fulfill customers requirements.

• “Free demonstration.” This is especially good for equipment that is unusual or complex. Offers to bring the item to prospects or invite prospects to a particular location for a demonstration will increase customers. Offers to send a free demo on a CD, DVD or videotape will raise response rates.

• “Free estimate.” For businesses that bag bids or analyze costs carefully, this is a good first step for getting a foot in the door.

• “Free subscription.” Offers for a subscription to a newsletter, journal or other company publication to educate prospects will increase the number of customers. It should include valuable editorial material, not just promotional puffery.

• “Member Get-a-Member.” Give customers a gift for providing the name of someone else who may be interested in becoming customers.

In marketing, everything comes down to accepting or rejecting offers. So offers are critical to success. The offers here are just a few of the most popular and successful, and they are in no map comprehensive.