Understand Your Buyer> How to Engage > The One Size Effect
What is it?
The One Size Effect is all about reassuring your buyer that whatever their need, your offering covers it. Quite literally “one size fits all”
Why does it work?
It works because as buyers we are always apprehensive as to whether or not what we are about to buy will meet our needs. Will it be enough? too much? too broad? too specific? By reassuring your buyers that your offering has broad appeal you can ensure they don’t object to buy on grounds of suitability. It also demonstrates confidence, certainty and expertise – without knowing your buyer specifically, you are reassuring them that you can meet their needs and give them what they need.
How can you use it?
If suitable for your offering, could you promote the fact that it’s suitable for all kinds of buyers with all kinds of needs. If you can’t then you might consider the reverse approach, which is to specialise within a specific niche.
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