Before a price is shown, the page states the accepted work and how the cost is determined.
4x peak month: Remove quotes not related to the peak month from that month's list, and move them to the regular month after the peak month. You don't discard them; you move them to another month.
Four Reasons Consideration Stalls
The reasons a prospect's consideration stalls actually lie partly on the website's side.
• It doesn't say what remains if something goes wrong.
• It isn't written in terms of scenes from that kind of project.
• It asks only about price at the very start.
• It doesn't state at the Entrance which work is not a fit.
There's no need to eliminate all four at once. The top executive chooses one that remains now, and the assigned employee writes one line that eliminates it.
On Narrowing Down Candidates
A little theory follows here. The research can be skimmed. The last line is the part to keep.
It is sometimes said that narrowing down options makes ordering go more smoothly. In a 2000 experiment (in which Iyengar and Lepper compared shoppers' behavior at an in-store jam tasting booth while varying the number of varieties displayed), more people stopped at the booth on days with many options, while a higher share actually bought on days with fewer. A 2010 reexamination (in which Scheibehenne and colleagues pooled and reanalyzed studies on the same theme) found the average effect to be close to zero.
In other words, it can't be said that narrowing options always moves orders forward. This book reads these results as being about how clients narrow down candidates. Narrowing prospects by stating conditions has meaning, but narrow too far and the promising prospects themselves disappear. So, before publishing conditions, the top executive checks whether there are enough clients who meet them to sustain the business.
You Look at Competitors Not to Copy Them
This section is in Chapter 9 because, even if you put conditions before price, if the words of those conditions are the same as other companies', you'll end up being compared on price after all.
The purpose of looking at competitors is to check that your sentences haven't drifted back into the same words as theirs. Every month, in the first week of the month, the assigned employee spends just 15 minutes looking at the homepages and case-study pages of three major competitors. They look at only four things: whether new scene-based wording has increased, whether they've slipped back into abstract claims, whether they've begun stating at the Entrance which work isn't a fit, and whether price talk has moved to the fore. Generative AI may be used for summaries, but people make the judgments. Of what they notice, they record in a one-line memo only the points your company should fix. Once a quarter, the top executive opens that memo; if your company's sentences overlap with a competitor's, that sentence is removed and replaced with the facts of your own projects. If there's no overlap, nothing is done. Tracking any more than this every week makes your sentences an imitation of others'.
That was a long paragraph. Let's pause here and catch our breath.
Looking at other companies' pages, you'll be tempted to compare. You may notice nothing but where your company falls short.
That's fine. Look, then close it. Return to your own Line. Because you have a place to return to, you can go and look without worry.
"Doing nothing" is a rival, too. The bigger the purchase, the more often a decision like "Let's hold off this year" or "Things are fine as they are" wins out before any competitor. Before you think about cutting prices, what you want to keep is one line: which client, and which project.
▶ Decided by the top executive
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