Understand Your Buyer > How To Convert > The Consequence Effect
What is it?
The Consequence Effect is all about reminding your buyers that their actions and choices have consequences.
Why does it work?
It works because many of us make poor choices as the consequences are “hidden”. Bringing the consequences to the front of a buyer’s mind changes their perception and understanding of their actions. If you had to sign something to say you agree to put on weight every time you drink a Coke, you’d think twice….. right?
How can you use it?
When speaking with buyers you need to remind them that their actions have consequences. From cheaper alternatives to lesser alternatives to delaying or taking no action. Consequences await.
This generally applies to clients who want to buy a cheaper alternative or do it themselves:
Do it yourself – will it take longer?
Doing something yourself will almost always take longer than using a professional – that’s why the professionals are in business.
Do it yourself – do you have the skills/resources?
There’s a great saying “you either hire a professional or you become one” which best describes this consequence. A buyer decides to do it themselves but now has to spend time and money learning things or acquiring the tools/resources they need.
A cheaper alternative – does it meet their needs?
Many cheaper alternatives aren’t fit for purpose, they won’t actually meet the needs of the buyer, but the lower price point blinds them to this fact.
A cheaper alternative – will they need to buy anything else?
Many cheaper alternatives need additional purchases or resources to actually meet the needs of a buyer. If you fly BA you pay one price for your flight. If you fly Ryanair you pay less, but food, luggage and a host of other things are add-on charges which means the cheaper flight isn’t the same thing but cheaper, it’s a less effective alternative.
A cheaper alternative – how long will it take/last?
Many cheaper alternatives don’t last as long or work as fast. Cheaper shoes wear out quicker, cheaper laptops break faster and work slower. Cheaper often means slower.
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