Page 7 - PowerPoint Presentation

Linked to the CTA, the options that you have available should
be clear and concise. They should also match the overall
branding and positioning of your website, premises and
offering in general.

Too many options and your prospect will find the choice
confusing, too few and you are missing out on the ‘alternate
close’ or the ‘goldilocks effect’ by leaving your prospect with
the choice between joining and not joining. Ideally you want to
remove ‘not joining’ from the equation.

Your pricing and service delivery also need to match your
overall industry position and your position relative to your
competition – setting yourself as quality but then offering
comparatively cheap options will lead to you missing out on
both the luxury and the budget demographic, for example.