Episode 310: No Sales? Confused Customers Don’t Buy

Eliminating Confused Customers: Crafting Clear and Valuable Offers

Welcome to this week’s episode of the Course Building Secrets Podcast! Today, I’m diving into a critical topic that often plagues entrepreneurs – how to handle confused customers when structuring your offers, especially backend continuity programs.

One of the biggest mistakes business owners make is offering too many options, ultimately confusing customers and decreasing conversions. This episode unpacks how to simplify your offers, create clear pathways, and avoid cannibalizing your core offer.

The Problem of Confused Customers

Confused customers don’t buy. When you have multiple price points, varying levels of access, or ad-hoc offers, it muddies the waters and creates uncertainty. Customers are left wondering:

• Why should I pay full price when there’s a lower option?

• What exactly am I getting at each level?

• Is the lower offer enough for me to achieve success?

Clarity is key. Your goal is to design a structured path that makes the decision-making process straightforward and drives customers toward the core, high-value offer.

The Danger of Multiple Offers

One common scenario I see is entrepreneurs offering a low-ticket version of their continuity program for those who “can’t afford” the full offer. While this may seem like a helpful way to retain customers, it often backfires.

Consider this:

• If a customer can get access to the program at a significantly lower price, what’s their incentive to pay the higher fee?

• You risk devaluing your main program and reducing the perceived importance of the premium option.

Instead of creating random, low-cost offers, focus on increasing the perceived value of your core offer. Show your audience why the full experience is worth the investment and the cost of not joining.

Strategies to Eliminate Customer Confusion

1. Bridge Offers (Temporary Access) If you feel compelled to offer a lower-priced option, make it temporary. Create a bridge offer that provides limited access for a set period. This lets customers dip their toes in but incentivizes them to upgrade to the full experience.

2. Scholarship Model Rather than discounting your program, offer a scholarship application process. This creates exclusivity, positions your offer as valuable, and ensures customers feel the full worth of what they’re receiving.

3. Clarify and Reinforce Value Communicate the value of your core offer clearly. Use value stacking to compare the cost of alternative solutions (like an MBA or another high-ticket training) and highlight the return on investment.

4. Avoid Custom One-Off Offers Custom solutions can lead to administrative nightmares and dilute the focus of your core program. Stick to a structured path that creates a seamless experience for all clients.

A Real-Life Example

I recently worked with a client who was struggling to convert customers into their high-ticket continuity program. They introduced a low-ticket version, but sales stalled because customers didn’t see the value in upgrading. By creating a bridge offer and tightening the value proposition, we eliminated customer confusion and boosted conversions.

Final Thoughts

Confused customers stall, hesitate, or walk away. By simplifying your offers and clearly communicating value, you empower customers to make confident decisions. When your pathways are clear, and your offers align, your business will grow faster, and your clients will experience greater success.

If you’re struggling with offer clarity and confused customers, let’s chat. Book a call or learn more about how we help business owners simplify their offers and increase conversions.