The Build Your Own Effect

Practical Sales Training™  > How To Convert > The Build Your Own Effect

 

 

 

 

What is it?

The Build Your Own Effect is all about providing the component parts and allowing your buyer to “build” their solution.

 

Why does it work?

A variation of The Generation Effect and The Customised Effect, The Build Your Own Effect harnesses the fact that by building the most appropriate solution, your buyer feels understood and catered for as they get everything they need and no more.

 

How can you use it?

Depending on your offering, how could you dismantle what you do into component parts and offer these as individual items which can be configured into a “whole”. Subway is the best example here, they offer all of the basic ingredients which allows you to build the best sandwich for you and your taste.

 

Example:

A software company offers a “Build Your Own CRM Plan” where buyers can select only the features they need – for example:

  • Core CRM (£20/month)

  • Email automation add-on (£10/month)

  • Analytics dashboard (£5/month)

  • Extra user seats (£2/month each)

Rather than paying for a large, expensive package full of features they might never use, buyers build their own solution that fits their needs perfectly.

 

See also