Customer expectations
An email I was reading the other day suggested that our discount offers or sale campaigns always need to have a reason why. Whether it is because you gave birth to a child or your email list reached the 10,000th subscriber, you must communicate why you are giving your product away at a discount.
However, I believe that’s just one side of the coin. If you are in the chess niche, you will know businesses like thechessworld.com and ichess.net regularly promote their courses at discounted prices. What we need to understand is—as a business, you have to manage customer expectations.
When you do weekly sales campaigns, you are letting the prospects know that they can expect discount offers every week. When you are doing a BFCM sale for your product—and never again, you are telling them that it is only during that time of the year. That’s how you mold your customer expectations over time.
It’s not that you have to always give a reason why. However, you must tell them beforehand what they can expect from you.
Nothing is set in stone. It’s on YOU to decide how much you want to give to your customer and when you want to do it. Your customer might love or hate you for this. But that’s what your brand stands for.
