Understand Your Buyer > How To Convert > The Maintenance Effect
What is it?
If your offering requires little to no maintenance then it can be an attractive proposition to buyers who are often looking to exclude the negative/difficult/inconvenient.
Why does it work?
It works because it’s following the path of least resistance. A solution that needs little to no maintenance (even if it’s more expensive) is attractive as it saves energy, time and complication over the longer term.
How can you use it?
Consider the problem your buyer is trying to solve and what they are really looking for. What are the costs, complications or things that could arise over the longer term?
If your offering already solves these issues then it’s worth promoting, if your offering could change to be low/no maintenance, then it’s worth adapting.
Example:
A garden landscaping company promotes:
“We only use slow-growing, drought-tolerant plants – so your garden looks amazing all year round with almost no upkeep.”
They position this feature not just as a convenience, but as a core benefit:
No pruning, no constant watering, no expensive upkeep – just long-term beauty with minimal effort.
Why it works:
Buyers aren’t just buying a garden – they’re buying peace of mind. By addressing the hidden cost of future maintenance, the offering becomes more appealing and more valuable.
This works just as well in tech:
“Our software updates automatically – no downloads, no downtime, no IT headaches.”
See also
