Are you giving your prospects sticker shock?
Imagine this scenario...
You’ve recently discovered a way to produce a vertical axis wind turbine that reduces the amount of drag produced by the blades to almost zero. And you’re itching to bring it to market and blow away the competition.
To that end, you’ve begun working on a brand new marketing campaign aimed at residential customers.
But you’re wondering how to best overcome the price barrier you know you’re going to run up against.
Because although there’s no doubt in your mind that your new turbines are superior to anything else currently on the market, they’re also 15% more expensive.
How do you overcome this hurdle?
Put the price into perspective.
If you can demonstrate that your turbines last longer and require less maintenance than the competition, be sure and tell prospects that in your marketing materials.
Also talk about the savings buyers will see on their energy bills. Maybe even design an infographic showing the average savings seen over 5, 10, or 20 years and how those savings cut into or even cancel out any upfront costs.
And since you’re selling wind turbines, you have another advantage—the residential renewable energy tax credit that’s available until December 31, 2016.
Anyone who installs wind, solar, or geothermal systems in either their primary or secondary residence is eligible for a tax credit of up to 30% of the cost of the system and its installation.
Depending on the total cost of your particular system, this 30% tax credit could be huge. So put it out there. Let prospects know what this 30% could mean to them.
When you’re selling a big ticket item, price is always going to be a factor. But by taking the time to focus on the bigger picture and highlight the savings buyers will see over the long-term, you’ll overcome that barrier a lot more often.
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