Understand Your Buyer > How To Convert > The Defensive Model

 

What is it?

When it comes to helping your buyer decide if they should choose you over the competition, a simple defensive model can highlight the most important factors and reduce the decision making complexity.

 

Why does it work?

It works because decisions are hard and regret is painful. As buyers, we are trying to compare different solutions to our problem, but the information is presented in different formats and in different orders. It’s hard to compare, line by line, the things that matter.

By creating a defensive model and picking the top (usually 4) elements that matter, you can remove the thinking and decision making complexity for your buyer.

 

How can you use it?

 

1. Speed of result / delivery
2. Longevity of result
3. Proof of results / reviews / social proof
4. Complexity of using the product/service
5. Compatibility / integration with current setup
6. Future proof considerations
7. Free or paid for future updates
8. Free or paid for support
9. Any extras, bonuses, freebies or deals
10. Loyalty programs and bonuses
11. Cost / pricing to purchase
12. Cost/pricing to maintain/run
13. Does it do without something?
14. Time investment required
15. Track record & notable wins or clients
16. Guarantees and warranties
17. Your approach
18. Your specialism
19. The scope of your offering

 

Example

In this hypothetical example, we can compare an airline such as British Airways who have a “higher price” ticket, but include lots of extras, with a budget airline that is cheaper… but includes less.

 

 

See also

• Buyer Guide
• The Checklist Effect
• The Comparison Effect
• The DIY Effect