Leverage the Big Three Points in the Client Journey

Almost every week, I talk to at least one drycleaner who refuses to discount their price as an incentive for their prospects and clients to take action. This drycleaner is worried that discounting their services is unnecessary and would degrade their brand.
 
I get it. The word “discounting” has negative connotations and implies something is being degraded or “made less of” in the marketing process. It doesn’t have to be this way. Let me explain because I look at it a bit differently. I do not think of marketing as discounting. 
 
I like to think of marketing as you, the guide in the relationship, providing a solution to your prospect or client, and communicating that value throughout the client journey. You are walking next to your client... attracting them, understanding them, encouraging them, listening to them, appreciating them, retaining them and creating offers that give them access to more solutions and value.
 
There are three parts of the client journey where you need to be ready to present an irresistible offer. I call these “The Big Three.” The more irresistible your offer is at each of these points in the client journey, the more conversions you will receive from your offer and the more value you will create. Here are The Big Three:
 

1.  You must have an irresistible offer that helps you attract and acquire new, right fit clients to your business (hint: we use comforters to our Dream Neighborhoods)
2. You must have an irresistible offer to get an existing client to use a service of yours they are not currently using (hint: usually best to give before you receive)
3. You must have an irresistible offer to get a lost or out of pattern existing client to re-engage with your business (hint: you must show you care)

 
At each of these critical steps in the client journey, you are trying to create behavior change and that requires offering extra value or an incentive to change their behavior.
 
Think of it like fishing. Your service is the hook. It will do the heavy lifting. The offer is the bait. Sure, you can present your service without an offer. Just like you could go fishing with a hook and no bait but you aren’t going to catch much – trust me... I have tried many, many times.
 
But put some irresistible bait on the hook and you will create a feeding frenzy.
 
To learn more about creating your marketing plan for 2025, and the irresistible offers I know will work in your market, here is a special invitation to a FREE webinar this week you don’t want to miss:
 
On Wednesday, January 15, 2025 at 1 p.m. EST / Noon CST, DLI is hosting a webinar where I will talk about topics like these and also help you create a 2025 Marketing Plan for your company.
 
It’s FREE to attend, but you need to register here.
 
 
See you this Wednesday!
Dave