When a business wants customers to buy through a direct channel, a discount can seem like the obvious invitation. Start one step earlier: what would make that route useful to the customer and sustainable for the business?
Define the reason to choose the channel
A direct route might provide a clearer package, helpful guidance or a service that is difficult to offer elsewhere. Describe the actual benefit and check that it matters to the intended customer. Moving a transaction for the seller’s convenience is not automatically a compelling customer proposition.
Look at the effort required to obtain the benefit. If someone must navigate several unfamiliar steps, a modest incentive may not compensate for the additional work. Review the route from the original message through purchase or enquiry and subsequent support.
Calculate the cost of the promise
An additional benefit is not free simply because the price stays the same. Consider the cost of providing it, the staff time involved and the expectations it creates. A package that attracts attention but cannot be delivered reliably weakens the offer.
Compare the options using the relevant business outcome. For a service, that may include suitability of enquiries and the ability to deliver the agreed scope. For a product, it may include margin, returns and repeat behaviour. Initial conversion alone leaves important questions unanswered.
Keep the choice understandable
Explain what differs between channels without creating contradictory promises. If a benefit is exclusive, say what it includes. If the same offer appears elsewhere, keep the factual details consistent. Customers should not have to investigate whether two descriptions refer to the same thing.
Test a clear proposition with an appropriate audience before expanding it. Record what people understood and where they hesitated. A stronger direct offer may come from improving the experience rather than reducing the price.
CoreCreative’s strategy and consulting connects the proposition with web design. Let’s sharpen the reason to choose your offer.
