Have you ever had to shop for a new computer before? It’s a pain in the butt. Glancing at the various models in Best Buy is enough to drive somebody crazy. You know you need something for internet, email, a few applications, and perhaps a game here or there – but trying to mix and match your needs with a list of specs is frustrating.
Finally you get a hold of an employee and tell him what you need. He thinks for a while and eventually leads you down the aisle and points out two different models.
“Both of these will do everything you need, but the one on the left is $100 less.”
“Why is it $100 less?”
“Well, the brand isn’t as popular – but everything is the same, it’s just less money. In fact, the parts were probably made in the very same warehouse.”
You’re still puzzled. Why isn’t the brand as popular? Is it reliable? Is it trustworthy?
“It’s up to you,” the store employee adds. “They both come with a full 2 year warranty. If you ever have a problem we’ll loan you an equivalent computer until yours is fixed, free of charge. And if you have three problems we’ll give you in-store credit equal to the initial purchase price.”
A minute later you’re in the line with the less expensive model, feeling secure in your choice. Why? Because the employee eliminated the concerns you had. With a two-year full-replacement guarantee, it didn’t matter if the computer was made poorly or not, you were guaranteed to get something that worked… and you saved a hundred bucks!
Now think about your product. Are you doing what it takes to put your prospect’s mind at ease?
