You only have two kinds of customers… buyers and tryers.
They are very different and they need to be treated differently or you risk losing both.
Buyers are committed, they are informed, they are cashed up, they are expecting to spend, they have defined their budget, they have defined their needs, they have checked out your competition and they are ready to buy.
All you have to do is demonstrate that you can meet or exceed their expectations and they are yours.
Tryers are uncommitted, not fully informed, have undefined needs and budgets, they have unclear expectations, they are concerned there is a better deal out there for them, they are risk averse, they may have a history of trying and failing and they are willing to quit.
You have to tell them what is best for them… you need to get them to buy-in, you have to be obvious (they can not connect the dots), you need to de-risk your offering, you need to prepare them to overcome the every-day challenges they will encounter, you need to offer them an experience…
Selling to buyers is much easier than selling to tryers. Buyers know what they want and need you just have to demonstrate to them that you can satisfy those wants and needs.
Tryers are less likely to buy, are more likely to expect discounts, are more likely to suffer buyers remorse, and are more likely to leave. You need to create dedicated offerings for tryers… 1 month, 3 month and 6 month memberships aren’t good enough.
The bottom line is you will need to try harder if you want to convert tryers into members.
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