selling to tightwads

Make Buying Difficult

Marketers expend a great deal of effort making it easy to buy their products. They expand distribution channels, offer financing alternatives, and when possible ensure the customer can leave with the product at time of purchase. After all, if you think of the sales process as a funnel (or perhaps a leaky funnel), every little barrier to purchasing is one more way to knock that potential buyer out of the funnel. The exceptions to this rule are some true luxury products.

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Five Keys to Selling to Tightwads

by: Roger Dooley

One out of four potential customers for your product may not buy it, even if the purchase makes economic sense or is otherwise a good decision.

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