Jerry Bellune June 17, 2013
June 17, 2013
June 17, 2013
How to create deliriously happy clients
And they suffer less buyer remorse.
That’s from the Journal of Consumer Research.
Who knows this better than almost anyone else?
Car dealers, bankers, real estate and insurance agents.
They use this buyer strategy every day.
They may not know why they are doing it.
Maybe it’s because their lawyers told them to.
What’s an irrevocable decision?
You make one when you sign a note for a loan.
You make one in financing a car or a home.
By signing your name, you are making a pledge.
97% who do it are happy they made the decision.
That 97% will pay off the loan.
Banks, car dealers and others like those odds.
Do your clients need to sign anything to gain credit?
To pay off their purchase over time?
To do business with you on any long-term basis?
If not, you should require them to.
Our clients are required to apply for credit.
Our credit application forms are thorough.
We ask for a lot of information.
We try to think and act like bankers.
With credit, we are extending them a loan.
We also check with their banks.
We want to make sure they can pay what they owe.
This gives our clients a sense of obligation.
They should not enter agreements thoughtlessly.
Konrad Orzechowski has refined this strategy.
He offers two service agreements at Kay Plumbing.
One is for home owners, the other business clients.
He offers them a 3-year agreement.
They pay a small monthly fee.
This assures them of quick emergency service.
They also receive discounts and other benefits.
All of us are conditioned to pay off loans this way.
You should have an agreement with your clients.
One suggestion: Do not use the word “contract.”
That’s an intimidating word.
Use the word “agreement.” It’s much friendlier.
Next: Should you pay for performance?
© 2013 The Bellune Company, Inc. All rights reserved.
For a complimentary copy of my Special Advertising Blueprint: How to Romance Your Prospects, email me at [email protected]
