Here's an example for a hairdresser. I want you to come to one of our Universal Hair Salons. You've been seeing your current hairdresser for a few years, you've built a relationship, you know the atmosphere of the salon, you're OK with the quality and the cost is similar.
For me to get you into my salon, I've got a lot to overcome. You have so many worries.
- What if I don't gel with the hairdresser?
- What if I can't have a good chat with them?
- What if they don't understand what I want?
- What if I don't feel comfortable with the salon atmosphere?
- What if my hair isn't what I want?
- What if I don't like the colour?
- What if I don't like the cut?
So many What Ifs and we haven't even discussed what you are going to pay yet to entice you over! We can't tell someone what they are going to experience with the above questions that they have. They can only experience them for themselves. So then what price are you prepared to pay to risk trying us to experience what we have to offer? For the right person, someone who could potentially be a long term client, I'm happy to give something away for free if that is what it takes. But it's only for the right person.
You don't change to us from your current hairdresser because we are cheaper or have a 10% off offer. You try us because we have been able to reduce the switching cost sufficiently so that if they don't like what we give you, you don't feel like you have given up too much.
But of course, you are trying us because your current hairdresser gave you a reason to look elsewhere thus helping us reducing the switching cost.