Creating certainty in an unpredictable world: How prepaid commitment can transform Once or Twice businesses

Changing the game

Let’s look at an example where this kind of thinking has already transformed an industry: funeral plans.

Arranging a funeral is one of the most emotionally charged and unpredictable Once or Twice purchases someone will ever face. It’s a distress purchase, and by its very nature, it’s impossible to predict when it will happen. But prepaid funeral plans have changed the category entry point (the moment when the customer is ready to buy) or they’ve at least created an alternative.

By selling funeral plans in advance, funeral directors have created a way to secure customer commitment long before the need arises. Customers benefit by locking in prices and taking the burden off their loved ones, while businesses gain a level of predictability and certainty that’s almost unheard of in this category.

It’s a win-win. The customer feels reassured, and the business gains a tangible connection to the customer long before the moment of need.

Can you create a new category entry point?

Not every Once or Twice business lends itself to prepaid commitment as obviously as funeral plans, but that doesn’t mean you can’t find creative ways to build similar certainty.

Take schools or nurseries, for example. Some have waiting lists so long that parents put their names down and pay a deposit before their child is even born. Why? Because the business has created scarcity and demand – and by asking parents to commit early, they gain both certainty and a financial connection to the customer.

What about other industries? Could you offer incentives to encourage early commitment, like price guarantees or exclusive benefits for pre-purchasers?

The goal isn’t just about locking in revenue early – it’s about creating a relationship with your customer before they’re even ready to buy. It’s not just getting a head start on your competition, it’s eliminating them from the race completely.

Boosting your marketing performance

Prepaid commitment doesn’t just add certainty to your business – it can transform your marketing potential, making every pound you spend work harder and improving Return on Investment.  By encouraging customers to act in advance, you’re extending the window in which you can persuade and influence them.

In a typical Once or Twice scenario, your chance to sell to a customer can be brief – only when they’re actively in the market. But by selling a prepaid commitment, you’re no longer waiting for that fleeting moment. Instead, you’re expanding your active audience to include those that are in the market to buy now, but also those that are willing to plan ahead.

This means your marketing spend can work harder at delivering a measurable return today, with more time and opportunity to drive engagement and action. And while you’re focused on securing commitments today, the impact of your marketing doesn’t stop there. Every effort you make today also adds to your brand building, growing recognition and trust for the future – even with those who don’t commit right now.

Let’s find your solution

At Once or Twice, we specialise in helping businesses like yours navigate the unique challenges of Once or Twice purchase scenarios. Whether it’s developing a prepaid product, crafting an early commitment strategy, or finding creative ways to build stronger customer relationships, we bring the expertise and insight you need.

We understand that no two businesses are the same. That’s why we work closely with you to design tailored solutions that fit your specific needs, goals, and customers. By helping you create new category entry points and foster early commitment, we ensure your business is not only prepared for the unpredictable but thrives in it.

Are you ready to bring more certainty to your business? Let’s start the conversation and explore how Once or Twice can help you transform unpredictability into opportunity.

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