Conversions

I was talking to a founder who runs a SaaS tool for small businesses.

She told me something that blew my mind. "The bargain hunters convert better than anyone else. Way better than the customers who don't care about price."

At first, that sounded backwards. Wouldn't price-sensitive customers be harder to close? Wouldn't they nickel and dime you to death?

And yet. When she walked me through her data, it made perfect sense.

The bargain hunter who wants to "beat the system" has very clear triggers. Very obvious levers you can pull to get them to convert. They're actively looking for deals. They respond to urgency. They understand value when they see it clearly presented.

Show them a limited-time discount? They bite. Give them a comparison chart that proves you're cheaper than competitors? They're sold. Offer them more features for less money? They can't resist.

But the price-insensitive shopper? They're actually harder to convert. They don't have clear triggers. Price isn't motivating them, so what is? Status? Convenience? Perfect feature fit? You're guessing at what moves them.

Ask any sales team about their easiest closes. Often it's the customer who came in asking about pricing, not the one who said "money's no object."

The bargain hunter is engaged. They're doing research. They're comparing options. They want to buy something – they just want to feel smart about it.

The price-insensitive buyer might not even be that serious. They might be exploring casually. They might have budget but no urgency. They might be five steps away from actually making a decision.

Here's what great marketers understand. Clear motivation is easier to work with than unclear motivation. The customer who tells you exactly what they care about – even if it's saving money – is giving you the playbook for closing them.

Don't run from the bargain hunters. Embrace them. Build systems that make them feel like they're getting an incredible deal. Because when they convert, they often become your most loyal customers. They feel like they discovered something valuable that others are missing.

Here's to those who understand that clear triggers beat unclear budgets. Smart enough to know that the customer who cares about price is often the customer who cares about results.

Convert the hunters!

This post was first published on my Substack publication. If you liked this post, consider subscribing to get more such posts in your inbox.