Can’t do, won’t do!

Are you marketing to the wrong people?

Do you get lots of enquiries but low sales? Maybe you hear frequent price objections or suspect price might be an issue? If that’s the case, it might not be you, or your price! It could just be that you are attracting the wrong types of customers.

Let’s take dog walking, for example. Let’s say the price for a typical one hour dog walk is £11. Some people might find that expensive, and others might find that a very reasonable price, some might say it’s too low. But not all your customers are made equal, they all have different needs which affect the value they place on your service.

Based on need alone, we can divide your clients into four different groups.

Can’t do

This group of people can’t walk their own dog themselves. Maybe it’s because they have an illness or disability that prevents it, or perhaps they are working long hours, have mental health restrictions, there are timing issues, or it’s something else.

Won’t do

Those in the won’t do group are capable of walking their dog but they won’t do it, they outright refuse. Maybe they don’t enjoy it, perhaps they don’t enjoy exercise, or have a physical job, or there are training issues that put them off, or maybe there are other issues that stop them. This group of people could do it, they see value in it, but won’t.

Don’t do

People that don’t walk their dog have no reason not to, other than they don’t want to. It’s as simple as that. They have plenty of time, and they might even go for walks without the dog.

Does do

This group of people can and do walk their own dog. You probably don’t get many enquiries from people that can and do walk their own dog, but occasionally you might get an enquiry from someone that is looking for an additional benefit to having a dog walker. Perhaps they are considering an extra walk, extra socialisation, maybe they have a friend who’s dog loves going with their dog walker, or maybe there are other benefits to be being walked by a professional they are considering.

This doesn’t just apply to dog walkers, any product or service can divide their potential customers up into these four simple categories.

Assigning Value

If we look at these categories we can start looking at how much value each of these customers will place on a product or service. Someone that cannot walk their dog will assign much more value to a dog walker in comparison to someone that enjoys walking their own dog regularly.

The difference a dog walker can make to someone in the “can’t do” category is much larger than in the other categories. This means that price is less likely to be a deciding factor when they choose a service. In fact, research shows that people in this category will actually pay more for a service.

If all your enquiries are coming from people in the “don’t” and “does do” categories, the need is lower, and so is the value they will get. They will likely be comparing you to other services using the logic part of their brain and this usually means price. The difference you can make is minimal to these guys, so they won’t rank it as highly in their consideration. They might not be a great customer in the long run either, and might not want regular walks be quick to cancel or mess you around. It’s just not so important to them, and consequently, they will want to pay less for a product or service.

High Impact – High Value

Those in the top two categories will see far more value in what you do. They want and need your service. As long as you can identify the problem you solve for them specifically, they will see that you empathise with them and will trust you solve their problem. These customers use the emotional part of their brain to make buying decisions – and they are most likely to leave you great feedback and recommend your service.

In the world of dog walking it could be that your customers are working full time and need reassurance that their pup is not lonely all day, or maybe they feel guilty about not walking their dog. If they physically can’t walk their dog, there could be some guilt there. Whatever it is, if you show that you “get them” and can solve their problem they will quickly trust you with their buddy.

So, what does this mean?

If you know that the people in the top two categories will pay more for a product or service, that doesn’t mean you have to increase your prices. It does mean that you will find it easier to sell your services to those customers, so it makes sense to focus on attracting those types of people to your business. Of course, there is always an exception to any rule, but if you are going to spend your time and money on marketing, you might as well aim for the easiest customers.

When writing your marketing content, whether that’s on social media, an advert or your email marketing, try to focus on the concerns of the “can’t do, won’t do” customers, whatever they are!


How would you benefit from an experienced business coach?

Book a FREE zoom chat with us now and find out how we can help you find a clear path to your own business goals – aaand we’ll help you get your pricing/value strategy sorted!