Such a marketing story:

A jeweler's boss opened his own shop in a scenic spot. His jewelry business has been bad and it is difficult to sell it. When he was upset, he was going to travel, so he left a note for the clerk. Write down: full discount 1/2 sales.

After a while, when he came back, he was shocked The jewelry in the shop is almost sold out. And more importantly, it is not sold at half price, but twice as much as before!

It turned out that the note he wrote was so sloppy that the clerk took 1/2 as twice the sales. It sells better at twice the price? Why is this?

The Secret of Original Price and Discount Price

Do you often see the information of discount promotion such as "the facade expires, the whole audience1-50% off"? Then you listen to their loudspeakers shouting: 50% off the whole audience1-!

Then I can't help but go in. Anyway, I have to take one or two back, and I will tell my friends around me that the facade there is on sale, which is very cheap.

If you have had such an experience, then I tell you that you have been marketed. Here, I want to reveal the secret of the original price and discount price for you.

When customers see clothes with the original price of 1888 yuan, you will think, it's so expensive. When the customer hears that this dress is only 20% off because of the facade transfer, you only need about 378 yuan. At this point, the customer began to be impulsive.

Because the customer thinks that he spent 378 yuan and bought clothes worth 1888 yuan.

The original price represents the product value.

When the customer first hears the price of a commodity in his mind (1888 yuan), you subconsciously accept the price of this commodity. Only when he really bought it will he say whether it is worth the price.

Therefore, those businesses constantly promote the original price and raise the original price, all in order to impress customers. This commodity is worth the original price (1888 yuan), which indicates the value of the commodity.

The discounted price represents the real selling price.

Originally, the merchant only wanted to sell this dress for 378 yuan, but directly sold it for 378 yuan, and the customer's perception of this product was only 378 yuan, and the price would be reduced when he wanted to buy it.

By using the original price 1888 yuan, it becomes a discounted price of 378 yuan. At this time, the customer's spending power is very strong.

The motive of customers' inner consumption is that the value (original price) is far greater than the price. In other words, when customers think your products are overvalued, their spending power is the strongest.

Focus on the details of using the "original price and current price" strategy

Here we should emphasize the main points of using the original price and discount price. After reading this passage, don't rush back to modify the original price and then put the discount price.

1, your product can't be a product whose price is known to everyone.

For example, you can't price a bottle of Master Kong mineral water 10 yuan and then discount it 1. To use the strategy of "original price plus discounted price", it is best that competitors do not have this category and customers are not familiar with the product price.

You should give a reasonable explanation for your discount.

You can't suddenly discount. You can't "drop sister Lin from the sky" for no reason. When you look at those clothing stores, you often use two reasonable explanations: the facade expires, the clearance discount, or the seasonal products, and the clearance discount.

Of course, your reason can be: 10 anniversary discount. Creativity can also be: Dad's 70th birthday wish is discounted, and his wife's birthday is discounted. In a word, you should give the customer a reason to believe that you are sincerely discounting.

Having said that, I want to share with you how to establish my own product price system. Many friends don't know how to use price leverage to make easy profits.

The secret behind the price system! Big bosses don't say anything!

Look at another story:

When you are ready to register for English training, you call the first organization, and he quoted you a price: 1980 yuan.

You call the second organization, and he gives you three prices, namely: 1280 yuan, 2280 yuan and 3980 yuan.

You call the third organization, and he gives you four prices, namely: 1280 yuan, 2580 yuan, 5980 yuan and 9980 yuan.

Please pay attention to the prices of the above three English training institutions. When you make three phone calls, you will think that the first one may be a diaosi organization, which is only low-end. You can't go there. You are worried that you won't learn anything there, at least the teacher is definitely not the best.

So you locked in the last two. At this time, your inner consumption tends to be "2,280-2,580 yuan". Are they only short of 300 yuan? So you start to analyze these two institutions, and the data shows that they are similar. But you found that the third one is the most expensive 9980 yuan.

9980 yuan, this number begins to ferment in your heart, you are thinking, people must have the strength to dare to accept 9980 yuan. Without Jin Gangzuan, dare to accept this money? So in your heart, you will feel that the third one is better than the second one.

That's just 300 yuan's money. Should we see the second or third film? I believe you already have the answer in your heart?

So, what is the secret of the price system in marketing? Just three sentences.

The first sentence: high price represents value!

It is impossible for customers to know all the parameters of goods in the early stage, so price becomes the first factor to evaluate product value and commercial grade.

Have you noticed that many companies flaunt themselves as the highest-end English training, the highest-end fashion club and leading the industry standards in XXX? Just because their family has a product that is the most expensive in this city.

Imagine: when you judge whether a person is rich or not, will you see what is the most valuable thing in his family? Similarly, if you judge whether a company or a shop is valuable, you will see how much the most expensive thing sold in his shop is.

Of course, it should not be too expensive, and it should conform to the psychological judgment of the target object. See here, quickly modify your product price system!

The second sentence: the middle price makes a profit.

The price of intermediate products is the source area of our profits. Most of the customers' choices come from here. Why? Because we don't like the feeling of taking advantage of small things and we don't like being cheated. As we are not sure about the value of the goods, we will avoid too high or too low a price. Businessmen will use our preference for moderation against us.

See another joke:

Customers have two kinds of beer to choose from: $2.50 premium beer and $65,438+$0.80 cheap beer. About 80% people will choose more expensive beer. Now the third kind of beer is introduced. Besides the first two kinds, there is also an ultra-cheap beer, which only costs 1.6 USD. Now 80% of people will buy 1.8 dollars of beer, and the rest will buy 2.5 dollars of beer. No one will choose the cheapest beer.

The third time, they removed the ultra-cheap beer of $65,438 +0.6 and replaced it with the ultra-high quality beer of $3.4. Most people choose $2.50 beer, a few choose $65,438+$0.80 beer, and about 65,438+00% choose the most expensive $3.40 beer.

Your core profit comes from the products in the middle price range, so be careful about the pricing of products in the middle price range. As can be seen from the case of the training institution mentioned above, its median price is higher than that of its competitors in 300 yuan, which belongs to the range that customers can bear, will not cause resentment, and also reflects its own grade.

The third sentence: low price to ensure passenger flow and defend against competition!

Why set up low-priced products? This is to win the cruelest "price competition". Your competitors will attract customers through low prices. If there are no customers in your shop, you will be in big trouble.

Low prices can attract a lot of customer traffic, because people always think: if I am cheated, I will minimize the loss of being cheated, so I will choose the lowest price to experience first. Therefore, the first function of low price is to attract passengers, and if they are attracted, they can be trained to consume middle-priced products.

Another point is that competitors can't attract customers quickly with price advantage because they don't have low-priced products. Once customers are sucked away by competitors, it will form a domino effect, and other customers will run to competitors one after another.

Thinking and practice of making money and doing business;

1. How are we going to apply the principle of "original price and discounted price" in business? Easily make customers feel value for money?

2. How to adjust the price system in my product system? What is the high price? What is a medium-priced product? What is a low-priced product?

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