I wrote yesterday about how to use “attention grabbers” in your marketing and as you go about promoting your business. I realized that if you have an attention grabber at the beginning, you really need to have something to “clinch” the deal at the end. I thought it might be worth our time to talk about ways to use “clinchers” in our business marketing and customer cultivation too.
The goal of a good clincher is to seal the deal. You’ve come so far, you’ve cultivated and nurtured and explained all the benefits of your product or service and now it is time to get the customer or client to make that decision. A clincher should help the prospect with the decision-making and give them one last great reason why they need to come on board. Of course, there is a fine line between encouragement and being too pushy. You will want the prospect to feel like he or she is in charge and is making the decision—you are just nudging and encouraging her along the path in hopes that she will choose your business.
While attention grabbers may start out boldly and with bright language, color, font, etc. A clincher can be more earnest and should really be positively focused on how the product or service can change their life. I know this seems a bit dramatic, but since great sales focuses on what the product or service can do to HELP the customer, your clincher should really drive that point home: “I’m sure this is the product for you” or “Once you try it, you’ll be happy you did” are both examples of how to put the decision in the customer’s hands, but focus on how the product or service will help and change things.
Think of the clincher as the final invitation to make a decision and become a customer or client—you’ve done all the wooing and talking and cultivating, now it is time to extend the invitation for the customer or client to make the purchase.
Also: Let Customers See and Touch Your Product
The Art of Pursuit and Persuasion in Your Home Business