Understand Your Buyer > How To Lose The Sale > The New Client Advantage
What is it?
The New Client Advantage is all about giving new clients a better deal than existing clients.
Why does it work?
Particularly relevant for ongoing, subscription business models, this type of behaviour can damage your existing buyer relationships as they see you making more of a fuss and offering better conditions to new buyers. It communicates a lack of respect and that loyalty counts for nothing. TV / Phone / Broadband providers have historically been the main offenders in this kind of short sighted approach.
How can you use it?
If you really want to lose the sale then make it very clear that the best deals and the best service are reserved for new clients only.
This is an example for the login screen at xero.com. On your way to sign in as an existing client, you can see the goodies that new clients can get that you won’t which can be frustrating!