Understand Your Buyer > How To Convert > The Diagnosis Only Effect
What is it?
The Diagnosis Only Effect is a way to engage potential clients by offering to check or diagnose their issues for a low cost or for free.
Why does it work?
It works because it plays on FOMO and Loss Aversion. If we think something is wrong or know something is wrong, we might be concerned that fixing it will be costly.
By offering a low-cost diagnosis the obligation to buy is removed and the buyer can safely pay for just the check over. The reality is that any remedial work discovered can then be quoted for and may lead to you selling the works whereas without a check you wouldn’t have had the opportunity.
How can you use it?
There are two ways to approach this.
Firstly you can offer a free diagnosis/check, but more often than not buyers are suspicious of anything that is free and are awaiting a hard sales pitch.
Secondly, you can create a low cost fixed price service which makes it clear you are only selling the check and that there is no obligation to buy more.
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