So, Does Your Product Have the ‘Shiny Wing Mirror’ Option ?

I must admit to being more than a little excited … no, it’s nothing to do with my results at the Gym (though I am very pleased with them) … it’s not even my new ‘£17K a month’ system that’s got me all hot under the collar (I’m afraid you’ll have to wait until Thursday to find out about that one) … what’s really got me excited is my brand spanking new F-Type Jaguar…

Yes, of course it’s got extra everything, and yes, of course I got a great deal on the final price, but that wasn’t really the interesting bit … the interesting bit was how it was sold to me, and how much extra I ended up spending as a result…

Now, I have always said the money is in the back-end, but let’s face it, an F-Type Jaguar is already about as back-end as it gets  … and while I was fully aware I was being put through an up sell process, it wasn’t the type of upsell that we in this industry are used to (where upsells are at least the same price, right up to three times the price of the original purchase).

It was more a kind of bolt-on type process, like you can get with some mobile phone packages, except where we were starting was anywhere but basic. There was a plethora of different, extra, little bits …  all less than 1% of the original price – but they soon added up…

You could have the normal wing mirrors or the shiny ones for that little bit extra … and of course once you’d got the shiny wing mirrors you’d want the shiny vent covers to match, seatbelts to match your upholstery, plus a dozen or so ‘boys toys’ on the inside that gave you extra buttons to press or changed the lighting according to which driving mode you were in…

It all gave a very bespoke quality to my purchase, and I was pleased with every one of them but, even with me flexing every single one of my negotiation muscles, these individual tweaks and options put nearly 20% on the sale price.

What I left with, was an F Type that was unique to ‘me’ … just as Elaine Paige (who was leaving just as I arrived at the factory) left with one that was unique to her, as did the chap from rock band Iron Maiden, who had his and Mrs Maiden’s names embroidered into the seats and had the Jaguar badge – which is in fact called a Growler (no sniggering at the back please) – swapped for the ‘Eddie’ skull motif that is the band’s trademark mascot.

So, I’m sure you’re wondering what all this has got to do with your online business, after all, we’re not selling cars … well, neither, strictly speaking, were the folks at Jaguar – with those little extras and options, they were actually selling individuality and exclusiveness … and you can do exactly the same with your products.

If you’re offering 3 month’s support, maybe, for a little bit extra offer 6 … or a series of ‘extra tip’ type emails delivered to their inbox to give them the ‘edge’  … or some sort of progress chart or timetable to measure where they are whilst using your product … I’m sure you can think of a few that would work very well for what you are offering right now.

By offering these little extras to your customers, not only are you giving them the chance to tailor their purchase to exactly what they want, you are also adding a dash of exclusivity and individuality, and at the same time adding a handy percentage to your bottom line – definitely food for thought…

Until Next Time,
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Tim Lowe
Publisher, Tim’s Business Lowe Down

Tim Lowe