Here is a link to Harvey Brody's report.

[GordonJ]

While I was at Lawrence's blog, at informarketing dot com, I took the time to read a few of his most recent articles.

You should read about www.voices.com

Visit the site and I want to point something out, something I wrote about back in 1998, I called it the "perfect" web site, which offered a binary matrix, a series of choices between two items.

This site seems to be a very good template for implementing this binary strategy.

IF you listened to Spiders, Snakes and Mice, OH MY...you'll remember I was taught at 9 years of age, to ask

WHICH...NOT IF.

I offered a choice of flowers, "Would you like a yellow or purple bouquet?"

NOT, would you like to buy some flowers?

Study www.voices.com and brainstorm...is there a way YOUR product or service could be "split in two" and/or be made into a choice of this and that?

I think this is an excellent site, and thanks to Lawrence Bernstein for pointing us to this.

Gordon Jay Alexander

PS. The total "look" of a Binary Matrix resembles a pachinko machine, but there are only two "gates" or paths to go on, each path gives you more information about the person.

Us "ol'-time" direct sales guys use this in all our presentations.

Instead of giving prospects a Choice between....
a) Buying what we are selling
or
b) NOT buying what we are selling

....we learned long ago to give our presentation and at price-time, instead of offering a choice between something or nothing....we gave a choice between
a) Program A
or
b) Program B

As an example; With my latest Ad program (Placing Ad Sheets on Pizza Boxes)....instead of saying, "You can be on 10,000 Pizza Boxes for $490...less than 5 cents a box!" (A choice between paying $490 and nothing) I say; You can be on 5,000 Pizza Boxes for $290 (5.8cents per box) or 10,000 Boxes for $490 (4.9cents/box)....WHICH would you prefer?

And....here's the really neat thing about the "Which-Pitch"....if I offer No choices, just $490 or nothing, I have nothing to "drop back on". You can't drop back to zero.

So...if I get an objection for 10,000 for $490....I drop back and offer 10,000 for $290 (less than 3cents ea).............IF they give me their decision NOW! I can make good money at $290 AND....usually walk out with an order.

If I were to offer 10,000 for $290....a choice between something and nothing, I would NOT close as many deals as I would by offering $290 for X and $490 for X+.

Can you see the psychology here? It's powerful!

You can use it with almost anything you're selling.

This technique I call, The Drop-Down!

So....using a "Which-Pitch" and then the "Drop-Down", if needed, will help you close more sales.

Ex: "OK! You can have the washer for $800 and the 3 year warranty for $150 for a Total of $950". What's that? You say you want to "Think about it!" Well....tell ya what I'll do! if you take the washer RIGHT NOW, THIS MINUTE for $800, I'll toss in the 3yr warranty AT NO CHARGE!" OK?

See what happened? I built "value of $150" into the warranty....then, when they wouldn't go for it....I tossed it in PROVIDED they bought NOW!

Don Alm....."Sales Professor"

Gordon,

I've used "The Split" strategy at my site, MyLittleWhiteMug.com, with tremendous results.

I offer my product by giving 3 options to buy, along with 3 different package offers. I've also used the strategy to show the best first.

But I've taken it a step further. I have a hidden page and each package is still offered with a greater discount for the buyer. But if they want the offers from this page they are going to have to do some detective work to receive the reward.

I would also add that studying Underhill, Brennan and Linstrom's research takes "The Split" to a whole different level.