The golden rule to increase the unit price of customers: price increases can also be sold

Source: Internet
Author: User

Part 1
1. Increase the number of visitors vs increase the unit price (1)
"In this downturn, it is impossible to increase the customer's unit price ?"

"We still have a sales promotion and other activities to make consumers feel more comfortable ".

This is an instinctive response strategy for most players in the face of competition.

But 80 is later. They thought they wanted everything they wanted !" Even if you save your living expenses and pay by installment, you will try your best to raise your purchase funds. June disappeared. Many people drive high-speed cars and lunch is easy to eat.

Conversely, if a customer doesn't want to buy it, he often uses "no money" as the reason. In fact, his subline is "This product won't make me want to spend money", even if he is rich.

To attract consumers with high consumption power, the key is not to whether the customers have money, but to increase the value of the products and make the customers feel that they want to buy even if they are expensive ".

Let's get rid of the price war and jump out of the vicious circle of "too busy to make money!

It may not be a good thing to keep increasing the number of customers

In short, "customer marketing" has become a trend over the past few years, namely "bringing customers to your company or store" and increasing the number of customers.

This is really important. Once an empty store becomes very busy, once the quiet office phone starts to ring, it will make people feel "making money.

We do not want to deny this point. The problem is that many people only have the simple formula "customer increase = company making money" in their heads.

But in fact, the increase or decrease in the number of customers may not be positively related to the company's profit and loss. In fact, even if the success increases the number of visitors, it is not uncommon for companies with lower returns and business dilemmas.

On the contrary, if you reduce the number of customers, you may still make money. If you narrow down the number of customers, the profit increases.


Customers increase, and costs increase.

As the number of customers increases, the waiting time for customers will become longer. Therefore, it is necessary to spend more time greeting them. Otherwise, complaints may occur. Therefore, we have to hire more people to increase labor costs.

In order to meet the needs of most customers, the product types must be rich and adequate, but this may lead to excessive inventory.

As the number of visitors, employees, and inventory increases, the size of the office or store has to be expanded, resulting in an increase in expenditure in this area. If you add a loan to a bank, the amount of the loan will increase every month.

In this way, although revenue increases, expenditures will also increase. The number of customers has increased by 2 times, but the profits have not increased by 2 times.

Mature products enter the profit reduction cycle

The sales of products will reach a peak in the "maturity stage". In addition to the aforementioned increase in costs, the price competition caused by peer participation and the increase in advertising and promotion costs to attract customers, will lead to a decline in profit margins. However, the large increase in the number of visitors is enough to make up for the reduced profits.

To get rid of the dilemma of "busy but not making money", the only way is to develop in the order of "increasing the customer price → increasing the number of customers. It helps you skip the product lifecycle, avoid price competition, reduce costs, and increase profits.

Increase the customer unit price → increase the number of customers

The so-called "increase customer unit price" means to increase the average purchase amount of each customer. This includes price increases, prompting customers to buy more or higher-level products.

Assume that Mr. A, a regular visitor at a restaurant, will buy a bottle of 300 yuan of red wine each week.

If he could work hard to make Pop posters and other promotional materials, Mr. A would think that "yellow, this red wine seems good", so he bought a bottle of 600 yuan of red wine, and his sales doubled.

If Mr. A is promoted to buy two bottles of red wine with the sale of "buy two bottles and give gifts", the sales amount will be RMB 1200.

What if Mr. A, who originally bought red wine once a week, could have been bought twice a week by holding a "tasting session" and other activities?
2. Increase the number of visitors vs increase the unit price (2)
The above is the way to increase the customer unit price: when the number of customers remains unchanged, try to increase both sales and profits.

Another thought: What if, on the one hand, Mr. A's regular customers will be retained, and on the other hand, a customer marketing activity will be held to attract new customers, so that the number of visitors will be twice the current number?

Yes, the sales volume of RMB 300 in the original zone has changed to RMB 4800, which is 16 times higher.

This is, of course, an exaggerated example to make it easy for you to understand: the focus is to increase the customer price first and then increase the number of visitors.

In the order of "increase customer unit price → increase number of customers", increase sales to 2 times before increasing the number of customers, even if the customer is busy because of the double increase, the money is enough to pay for the increase in various costs.

If the order is reversed, the result will be miserable: the first increase of the number of customers, because the sales have not increased, but the cost has to increase, the operation will be very hard. In addition to reducing profits and getting too busy to make money, the risk also increases and falls into an unbearable miserable dilemma.

The consumer's purchase behavior shows the "vword price curve"

Most people think that in such a poor situation, it is impossible to increase the customer's unit price. "It is quite reassuring to run a sales promotion and other activities to make consumers enjoy a busy schedule ".

Some people will disagree: "if this works, I don't have to be so tired! This is because customers only want to buy cheaper products !"

Yes, most operators are constrained by ideas such as "customers like to buy cheap things" and "customers will be fewer and fewer if customer prices are increased. They do not know the reality of today's customers (consumers)-Now consumers, as long as they want something that will be more expensive, and even some people want to buy even if they borrow money and save living expenses.

The mobile phone product appeared in Japan about 20 years ago. However, at that time, only the bosses of large enterprises and a few business people with super elites could use mobile phones.

However, the debut of low-price PHS caused a price war. After that, mobile phones began to be sold at very low prices and quickly popularized to the general public.

But what is the current situation? Even if the cost of purchasing a new model is 1500 Yuan, many people continue to change the new model.

In the past, those who did not buy low-price mobile phones were willing to pay for new models worth up to 1500 yuan. Why?

In this case, a behavior model of consumers is hidden:

1. I thought it was "very expensive" and refused to do so;

② As soon as the price is reduced, the system will fly to the consumption;

③ Once a low price is taken for granted, it may feel a little inadequate;

④ Then I want to pursue expensive but better things.

That is to say, when the price war reaches a certain level and the price cannot be lowered, consumers will turn to products that are expensive but of outstanding quality.

This kind of consumer behavior shows a "V" word, which is called "vword price curve" (see figure, the figure needs to be done again ).

That is to say, if the industry you are in is in the price war stage, those consumers who feel unsatisfied are likely to switch to a higher level of consumption.

This "even if you have to pay a little more, you want ......" Have you ever had any experience?

Consumer demand for commodities is evolving. They do not always require "cheap and fast" from start to end. If they can propose new usage or gameplay and strive to increase the value of goods, even if they are expensive, they will make money.

This is the customer with high consumption power-customers who will purchase more expensive products.

Some people may mistakenly think that this is to win the rich, so "Our company does not sell advanced products, so it has nothing to do with us ".

In fact, this is not the case.

We often hear customers say "I have no money". The true meaning of this sentence is that "for something that feels very valuable, We will not pay for it; but other things want to be as cheap as possible ". They think "I just want this! I want everything !" Even if you save your living expenses and pay by credit card in installments, you will try your best to raise your purchase funds. In fact, many people around us drive high-speed cars, while lunch is a convenience store.

That's why high-end brands are very popular, as are 10 yuan stores or discount pharmaceutical stores.

Conversely, if a customer doesn't want to buy a certain item, the customer often uses "no money" as the reason. Its subline is: "I don't want to spend money to buy such a thing ." Even rich people say "no money" for things they don't need and don't feel charm ".

That is to say, whether consumers can truly feel the "special value" of commodities determines the success or failure of enterprises.

Therefore, the key is not to whether the customer has money, but to make the customer feel that they want to "say everything" and "even if they are very expensive, they want to buy" to increase the value of the product.

Of course, it is unlikely that all customers will feel this way even if they do it again. However, more than of customers may become high-consumption customers.

Why is it an "octal "?
3. Customers buy even if they are expensive
When traveling abroad, have you ever searched the internet to find the cheapest hotel to book your room? If I find a place that is 30 yuan cheaper than other hotels, do I feel very happy?

But when you think about it calmly, you will find that it is only 30 yuan cheaper. It took several hours to sit in front of the computer. Is it really to save the 30 RMB?

In fact, customers only enjoy the feeling of "sale", or "even if the price is 30 yuan, I just want to find a cheaper place, it's not really about how much you want to save.

Of course, it is impossible for 100% of customers to enjoy this kind of game, because there are people who really want to save money.

How are these people distributed?

We can use the "2-6-2 rule. For example, it is said that 20 out of every 100 workers are very good at work, 60 workers are average, and the remaining 20 workers will be lazy.

The same is true for consumers: the two above are "Never buy special products", and the bottom two are "only buy special products, in the middle, cat6 is the class that "both Special Products and general products buy", and "both sides eat ".

"High consumer marketing" strives for 20 people at the upper level and 60 people in the middle, totaling 80 people.

How to master this kind of "people on both sides" is the essence of high consumer marketing.

By the way, because the lower-level consumers who only buy special products think that "cheap" is everything, they will gradually leave after you implement the high-consumption customer marketing method.

But don't worry. Based on my experience, this group of people not only like cheap goods, but also have a tendency to "more than doubled the requirements of others. Therefore, if you get rid of this group of people, you can save your effort to cope with unreasonable requirements or complaints. In terms of time or spirit, it is a cost saving.

Some may argue: "You speak so easily, but our products are no longer able to make consumers feel more value. It is impossible to raise the price !"

Don't worry. Next I will tell you how to make consumers feel the increasing value without changing the product content.
Part 2
1. Set the price to "performance!
Method 1 curiosity: Turn the background into the foreground

A second-hand clothing store in the United States has been confused that customers are not interested in repairing or modifying clothes. You need to know that this part of the business has a high gross profit.

Once, the boss went to Disneyland for a visit and saw the employees there happily cleaning, so he realized that "this is also a kind of performance ".

Inspired by this, the boss wrote a pop poster for "on-site patching and reconstruction". The employee started to repair and modify the work during business hours. The guests who came to patronize the customer saw that their employees were repairing and changing their clothes. At first, they began to wonder what they were doing and then became interested. As a result, they began to raise such requirements.

Most people will think that the clothes cannot be repaired and changed to "within the business hours ". However, if you change your mind to "actual on-site performances", you can operate during the business hours and add orders to form a virtuous circle.

Method 2 story"

In the past, NHK once played a program named "Project X" (projectx). The content of this program is a real and touching story about the unknown development background of various products, and the sweat and tears that developers once shed.

After reading this program, customers will feel that the value of the program, whether it is commodities or services, is greatly increased. This is a good example of how the story section can increase the value of commodities.

I used to exchange business cards with a catering consultant. His business cards are printed on the back of "Currently, I am using a variety of technologies learned from the experience of getting restaurants closed ", this sentence surprised me.

As I was impressed, I went online to view his webpage as soon as I got home. It recorded many of his failed experiences and hoped that others would not repeat these mistakes. After reading this content, I feel more trustworthy.

Method 3 create a hero: Use the local Complex

Here the so-called "hero" refers to the image that attracts the attention of customers. In this case, it is easy to think of "finding a celebrity artist like Tiger Woods or a famous person as the image spokesperson". However, it is not feasible for small and medium-sized enterprises.

As a matter of fact, we only need to use the features of "deep local career development.

Maybe there is a local high school basketball playing very well, then the sporting goods store can cheer for that high school, such as running a "high school basketball team support activity", to come up with a promotion fee, as a fund to support the basketball team, or as a group and a customer-start to cheer up.

Finally, the basketball team that becomes a hero is bound to become a loyal customer of the store, and their fans will come ...... In this way, the effect of fans will gradually expand. Even if other nearby sellers are engaged in promotions, the consumption groups created in the heroic way will remain unchanged.

Method 4 Recommendation: consumers cannot resist "authoritative guarantee"

Even if the company vigorously claims that "this is a great commodity" and says it for 1 million times, consumers just sound like "sales promotion". But if it is recommended by others, especially authoritative people, the overall impression will change.

The best example is TV shopping. The host of the shopping platform described the advantages of a product in various ways. As an authoritative or artist of a special guest, he wrote a comment and kept saying, "This is a great thing !" Then there will be a burst of exclamation points. After a series of processes to continuously increase the value of commodities, I would like to say, "the most interesting price is ......" The following figure shows a much lower price than expected by the audience. The scene is a bit of a "cheap" Cheers. The host then adds the Code: "order now, especially ○ and △△ !"

In the early and middle stages of every round of TV shopping, no matter what kind of goods, as long as this method is used, it will be sold.

Method 5 scarcity: quantity limit and sales period

Nowadays, supermarkets have gathered a variety of ingredients. Customers are used to purchasing greenhouse cultivation things. The more younger generation than me, the more people mistakenly think that the ingredients have nothing to do with the season, take it for granted that "purchase all year round and get all at any time.

Therefore, you may wish to elaborate on the POP poster:

Fully bathed in strawberries in the sun!

The degree of delicious food is incomparable for greenhouse cultivation.

Please take a look.

Next, specify the natural harvesting period. In this way, the customer can understand that "only now can get it" and urge them to buy it immediately.

2. added value in the hospitality mode (1)
The vending machine is sufficient to provide goods to customers.

A evergreen company is an enterprise that can establish a trust relationship with its customers and take the customer's expectations into consideration as a partner. By doing this, it will be completely isolated from price competition. This is because, once a person feels "will be taken care of by this person in the future", it is very difficult to shake the price.

There are five ways to build trust relationships: they are a series of steps.

Method 1 empathy: Eliminate customers' problems

"This person can trust and rely on it ." How can customers develop such ideas for you?

It is easy to feel the same for the customer's troubles. People who buy products may have their own troubles and want to "change the current situation ".

For example, a residential rebuild company has handed over an estimate to the customer who came to ask about it. However, it often fails to make a ticket at the contract signing stage. The customer will say "let me think about it again" and wait for about a month to contact the Customer. They say "I have already found another home." or "Let's talk about it later ".

In fact, as long as the customer's doubts can be eliminated, their chances of signing contracts can be greatly improved. The secret lies in chatting with them as individuals and asking about things (prices or technical standards) that customers cannot ask ).

For example, you can say:

You must be confused. On the one hand, you want to look at the quotations of several companies. On the other hand, you also feel that this cost is not cheap, and you also hope to reach a certain level in technology.

I have also had experience in House Alteration. I am very familiar with your mood.

By proactively speaking these words, the customer will no longer be skeptical about the psychological impact and will be willing to tell you the truth. After all, an empathy attitude will give customers a sense of peace of mind.

Customers do not have professional knowledge. trivial things may affect their ideas, give them doubts, and hesitate to sign contracts.

Stop for the moment and face the uneasiness with the customer. Even if this will make your product worse, you must treat the customer with sincerity, by completely demonstrating our attitude of solving this anxiety together, we can establish emotional connections with our customers so that they can "give everything to this person ".

Method 2 Guidance: sort out fuzzy requirements to shape them

Many people "Don't know what they want". If they can help them mine their needs, they will have unexpected results.

A dental clinic has set up a role called "Waiting service personnel. He will observe the patient's facial expression. If the waiting time is long, he will help confirm the patient and then tell the patient: "it will be your turn in about five minutes, will you ?" If a patient looks unhappy, he or she will ask if the other person is worried about something.

Arranging such employees may be a waste of labor costs at first glance, but this is not the case at all. Many patients do not dare to speak freely in the face of doctors. In addition, they are not so relaxed in their mood when they receive treatment or take care of them. They are unwilling to speak out their ideas. However, if you don't talk about it, it will accumulate dissatisfaction.

Therefore, in a relatively relaxed period of waiting, if the waiting service personnel talk to the patient in a soft voice, the patient may unconsciously express his or her mood through a relaxed conversation, for example, "the doctor said this was a good cure, and I didn't say much, but I always thought it was not completely cured ". In this situation, the waiting service personnel can immediately arrange the procedure for the patient to return to the clinic.

For example, most patients do not choose to say "I don't want to implant my teeth", but hesitate to say "I don't want to implant my teeth" or "What should I do "?

In this case, the waiting service staff can listen to the patient's voice and then tell the patient: "If you do not choose to implant your teeth, you will have to endure the trouble of wearing denture in the future ......" Help patients sort out their thoughts and urge more patients to decide to accept expensive dental implants. In this way, both clinic benefits and patient satisfaction can be improved.

3. added value in the hospitality mode (2)
Method 3 proposal: attracting customers with personal experience

It is important for employees to tell their own experiences. Instead of providing printed manuals, we should provide the customer's living information to win their trust.

This is what a Japanese hamburger store does. Once the customer is confused and does not know what to do, the clerk will immediately make recommendations for the customer. The clerk will clearly describe his preference, his actual consumption experience, and his satisfaction. Most customers will not care about the price and order the meal directly.

Nothing is more convincing and reliable than "hands-on experience. Therefore, the recommended waiter must have eaten all meals in person.

The same is true for restaurants, electrical appliances, car dealers, and jewelry stores. Something you have never experienced before cannot be told.

Therefore, we can call all the employees in the store to hold a tasting meeting, a try-on meeting, and other activities, and then share our feelings with the customer enthusiastically. At first glance, it is a waste of time, but it can produce great value.

Method 4 knowledge: lead to the expected "Cold knowledge"

If you only have professional knowledge, the customer will not feel the waiting time. In today's society, the demand for "better comfort" is stronger than that for "solving problems. This is why "Cold knowledge" is popular (cold knowledge: trivial knowledge that few people pay attention to is often interesting, such as "even if there is no head, cockroaches can survive for 10 days ").

As competition is getting increasingly fierce, a convenience store is barely supported by the business model of selling necessities. Therefore, it decided to sell leisure and entertainment products such as DVDs and cards.

The store created the cold knowledge pop poster ". Most convenience stores simply put their products out, but the store manager will search for each DVD online to find out their highlights, or the behind-the-scenes highlights, post the content to the pop poster with the question "a reminder from the store manager.

As a result, customers who originally bought fruit juice and other products could not help but stop buying DVDs. The customer's unit price was increased in one breath.

In other words, customers do not spend money because they "have a need", but because they "have fun ". The more fun you can tell to your own shop assistant, the more popular you are.

By the way, the convenience store mentioned earlier will update the "popularity ranking" of the noodle shop every month, which will increase sales. Even if it is just a necessities such as food, as long as you join this clever thinking, the sales force will be significantly improved.

Method 5 Role: What is role

In the face of customers, an ambiguous attitude will shake their trust in you and feel "unreliable", "casual", and "untrustworthy ".

For example, it is clearly a dental physician, but his teeth are dirty; it is obviously a bartender, but it is too strong to drink; it is clearly a garden industry, but its yard is ruined ...... If customers know such a situation, they will leave behind.

An organic restaurant insists on using "pesticide-free vegetables". The people who come to patronize are naturally healthy customers. The topics of chatting are often related to health. Since all employees who work in the store are also very persistent in organic food, customers can easily answer questions as long as they talk about healthy topics. Customers are always at ease because employees "act like what.

Customers don't just want to eat organic food. They come to the store to eat in a healthy mood. In this case, how does a clerk feel if he eats French Fries (junk food) in the kitchen?

In order to achieve this, it is necessary to choose from each other at work hours. There are no shortage of employees, and it is not easy to increase the number of employees. Hiring talents that are consistent with the store's position is the secret to increase value.

4. added a "waiting period" and asked the customer to shout "I want "!
Method 1 teaching: mining hidden values

The so-called "Teaching" means to tell customers where they are. Most of the time, customers do not want to possess a product because they do not understand the real value of the product. If they do, they will want it.

In the movie rental store, most customers prefer to rent popular films, but the number of such popular films is limited. In order to encourage customers to rent more films, they should try to ask them to rent "not so popular, but the content is good ".

The practice of a movie rental shop is: first ask the Working clerk to watch the film, and then write the intimate prompt "how to watch this film will be the most fun" on the POP poster, for example:

When I think back to my first love, watching this film will be moved to tears!

If you watch it with your boyfriend, the atmosphere will be very high!

Since the implementation of this practice, some of the less popular DVD films have been rented, and the guests have also said, "watching videos in this way will look great ".

For example, in addition to some specific people who often need to change their shapes, the average person generally does not think that they should "wear different glasses" and will be skeptical: "wear different glasses, what are the benefits?" Therefore, I do not want to buy more expensive glasses.

At this point, the effective way is to tell customers the advantages of wearing different glasses: negotiation looks more confident, dating girls don't know about you, you can even treat glasses as accessories or collections, change the inherent concepts of customers.

A person only needs a watch and a pair of glasses. If this old idea is confined, the customer's purchase rate will not increase.

Method 2 Experience: Ask the customer to participate in the "upgrade experience"

Although it cannot be concluded that "cheap goods are not good", many examples are due to the purchase of cheap goods, do not feel the value, so they want to find cheap goods, into a vicious circle. Therefore, we should try to let customers experience high-quality things and make them feel "expensive, expensive, but more valuable ".

There are already many cases of opening the market by using the experience method. If the customer can feel the value of the existing product, ask the customer to experience the product of a higher level.

During my first trip abroad, the travel agency's store was placed with the seat model of economy class and business class. After seeing it, I found that the seat space in economy class was narrower than that in, I quickly changed to business class. As a result, it was very comfortable to sit up, so I made up my mind that I had to sit in the business class when I went abroad. Otherwise I wouldn't go.

This kind of effect is very good for customers, because it is accurate to people's habit of "from luxury to difficulty.

Method 3 Salon: Activity + product

A Japanese-style restaurant will hold regular orders for some ingredients that are not commonly used (such as a whole mackerel), cook in front of customers, and invite customers to enjoy them.

As customers are solicited on the Internet, they are food lovers from all over the country. When they go back, they will want to share the scene with their friends, and will patronize the store on days when they do not do any activity, or they often talked about topics related to the store. In this way, word of mouth is gradually expanding.

Every time this Japanese restaurant holds this kind of activity, it is an empty seat. In addition, customers will also increase on weekdays. At the same time, the "good craft chefs" who appeared during the activity were also more likely to be noticed. They were praised by media reports.

Method 4: import your account

It often takes some opportunity for people to be willing to try new things. Sometimes, not only is one or two opportunities required, but multiple opportunities need to be accumulated together, you are willing to try something you have never considered before.

Some time ago, a friend invited me to experience pottery. The teacher in the pottery classroom is very good at guiding students-their original advertisement word is "the price of experience starts from 180 RMB". I am also expected to participate at such a low cost, but I don't know why when I leave, I spent another 800 yuan.

Because the billing method is very different. It allows students to freely create many favorite works, and then select the works to be burned from them. The students only need to pay for the clay. However, I couldn't help but pick all the works and chose a more detailed method for firing, so I spent 800 yuan in the end.

None of the students who join the course only spent 180 yuan. Even so, no one complained about "expensive", because everyone asked the other party to provide more with their own consent.

Method 5: more things to wait

Once an animal like humans feels that "the purpose has been achieved", enthusiasm will cool down instantly. Therefore, it is important to deliberately make "There are more things to wait".

For example, a game that children are deeply fascinated by is to make full use of this mentality. After the first level is over, the game will surely enter the second level. When you feel like they have finally reached the final stage, the second paragraph of this series of games has appeared again.

Similarly, the English conversation classroom can tell the students "if they learn English to a certain extent, they can do this" and "if they continue to improve, this will happen ", creates an interesting mechanism for students to stay excited and want to continue their classes.

For example, you can give the number of points based on the English conversation level and number of classes of the students. When the points are accumulated to a certain standard, overseas travel is used as a reward.

This is not just to send students to travel abroad, but to add the elements of the game in it, so that it goes beyond the general point system, comparison: According to your current session level, you can go to Hawaii; if you work harder, you can go to the west coast of the United States. If you work harder, you can go to Europe.

Taking overseas travel as a reward is not cost-effective at first glance, but students must register for classes to continue to improve. If you receive these tuition fees, you will be able to pay back the money. In addition, the itinerary does not need to be too luxurious, and it is not difficult to find many simple itineraries of this type of low price on the Internet. Because the students do not learn English at the ultimate goal of traveling abroad, at best, they are only one of the Goals. Therefore, the content of travel is not important.

Part 3
1. How can I increase the price smoothly?
As long as you can skillfully use the "3 major elements × 5 methods = 15 specific methods in total", you can become a company that attracts customers with high consumption power.

Yes, as long as the performance is cool, in the eyes of the customers, the products will look completely different; as long as you spend more time on the delivery method, the customers will feel "wow; as long as the expectations of customers are raised, they will become your loyal fans.

The next step is to combine these methods with different applications.


The boss of a Japanese restaurant needs to go to the marketplace to purchase goods every day, insisting that the store only sells its own strictly selected dishes. As a result, word of mouth is gradually developed, and the store is often filled with reservations.

Although the customer is always on the door, the business is very good, but because the package is quite time-consuming, the 10 seats next to the counter can be rotated twice a day is already the limit. That is to say, you can only do business for up to 20 people every day, with almost no profit.

What should I do? Is it also open during the day? This can indeed increase some revenue, but the subsequent labor costs will also increase. As a result, it will not be able to make any money, but will also become busier, resulting in the inability to prepare for evening food, instead, customers with high consumption potential are lost.

I suggest that he not open his business during the day, but increase the package pricing in the evening to gather people who really know the value of the store and make them a community.

First, confirm the price and content of the package in detail. The 200 yuan package has 5 dishes, the 350 yuan package has 7 dishes, and the 500 yuan package is also 7 dishes, but the content is becoming more and more luxurious (for example, from the lower belly of the catfish to the higher belly of the catfish ).

After carefully studying the customer's ordering information over the past year, I found that the number of customers who ordered the 350 yuan package and the 500 yuan package was significantly higher than that of the 200 yuan package. Therefore, I got a hypothesis that deleting the 200 yuan package should be irrelevant.

Then, the 350 yuan package is upgraded to 430 yuan, and the 500 yuan package is upgraded to 600 yuan. Then, we re-conceived the 800 yuan package.

We designed a 800 yuan package to further improve the quality of the store. In addition, they need to design more expensive packages on their own to encourage them to come up with ideas to increase the value of the packages. Therefore, chefs in the store are required to think about the performance of goods at such a price (without changing the cost ).

Finally, they came up with the practice of "Explaining food ingredients and other information to the guests in detail. That is to say, tell the guests where the food is obtained and what features it has. With this information, the ingredients are more valuable.

How can customers look forward to providing food?

The first idea is to talk with the customer easily and guide the topic to the next dish, so that the customer can feel "A short period of elegance" in the chat process ".

The second idea is that as long as the customer does not want to eat the food again, the food they have eaten during their previous visits will not appear in principle. In addition, this will be noted in the introduction manual to improve the customer's sense of waiting.

"You can start to raise the price ". Of course, sudden price increases may damage the mood of customers. Therefore, some methods must be taken to avoid this situation.

The specific method is to write a notification and send it to regular customers. The content is roughly as follows:

Since March 13, October 1, the pricing of the package menu has been modified as follows :......

We have designed menus and serving methods that make you more satisfied. We sincerely hope you will enjoy your patronage.

In fact, many customers are curious and want to know what the new menu is, and the reservation list will be immediately three months later. In addition, more than of the customers that come to patronize continue to consume, the number of customers has not decreased, and the customer unit price has been successfully increased.

In terms of operating figures, revenue has increased significantly from RMB 4 million to RMB 5.6 million each year, increasing the net profit of RMB 0.8 million.

Why is the price increasing smoothly?

The boss came up with the idea of "Explaining food ingredients to customers", which is the application of "story section ". After the customer understands the ingredients, the interest in the products will increase.

In the process of chatting with customers, it is natural to talk about the next dish. This is an application of the "attracting customers" method to induce customers to enjoy the dining atmosphere.

It does not provide the same thing. It uses "knowledge ". Give full play to the professional knowledge of food, so that customers can enjoy a new taste experience, so as to improve their sense of waiting, so that guests can continue to consume.

In addition, do not suddenly raise the price without warning, but first reach a consensus with the customer, so that you can take into account the feeling of the guests, the price increases smoothly.

2. Psychological Traps
Trap 1: do not dare to raise the price

"I dare not raise the price for anything" is a common situation. Such operators seem to strongly think that "price increases are not good for customers ". Indeed, no customer will hear "price increases" and feel happy. Moreover, it is not a good thing to say that the price increases improperly.

However, if it is for the sake of customers for a long time, we should actively increase the price accordingly.

To continuously provide excellent products, you must make appropriate profits and increase the additional value of the products. If you continue to get a discount, you may not be able to continue. Instead, you may have to cut corners and harm customers.

As long as you hold on to this idea, when you increase your price appropriately, you will not feel any guilt.

Trap 2: it became too professional without knowing it.

The manufacturer strives to explain that customers can feel the value of the product, but sometimes, no matter how it is stated, customers cannot feel it. This is often because the commentary is too professional and the customer cannot understand it.

According to my experience, the manufacturers consciously "understand well", in fact, the difficulty is about 10 times that the average person can understand.

Therefore, please reduce the difficulty by 10 times so that customers can understand it. Similarly, only by further simplifying the content can we clearly convey the value of our products to our customers. Note: It is not that the customer cannot feel the value of the product, but that the explanation is too difficult. It would be a pity to miss the customer for this reason.

Trap 3: mistaken for "the same product, the same price, of course"

Many people often ask: "Since the products are the same, do you have to refer to the prices set by your peers to some extent ?"

This is completely unnecessary. The principle is very simple. As long as you create additional value for the product, the customer will feel that your product is completely different from other manufacturers.

For example, a bottle of cola is sold for RMB in the supermarket, but at McDonald's, it is required to sell 5 yuan for a cup of cola that has been replaced by illness, added with water, and insufficient weight. Although both of them sell cola, the demand for customers to come to the store is completely different.

Remember: customers come to your company only when they want to "listen to stories", "dream" together, and "New Ideas. As long as you understand the additional value of the product, you can understand that there is no need to be limited by the same price.

Trap 4: recommend bargain to customers without knowing it

Indeed, from the perspective of "Reducing customer spending", it is reasonable to recommend cheap goods to customers. But is it cheap for customers?

Assume that you are hospitalized for a certain disease and must undergo an operation. The procedure can be classified into three types: "superior, 0.1 million yuan", "medium, 70 thousand Yuan", and "ordinary, 30 thousand Yuan, if the more expensive it is, the less painful it will be and the less sequelae it will be, which one would you choose?

I will not hesitate to select a grade of 0.1 million yuan. Of course, if I couldn't raise any fees and could not borrow any money, I had to cry and choose "normal ".

In this way, we can understand that customers are not cheap.

Regardless of the customer's budget, it is important to carefully explain the products you recommend based on your expertise to the customer. If the customer chooses cheap items after the instruction, then there is no way.

Remember: it is not cheap, but it is important to satisfy customers' overall needs.

Trap 5: Always lock rich people

"Without knowing it, we always only recommend products to customers who seem rich ."

But as the book said at the beginning, even rich people will not buy things they don't need. Instead, they will try their best to buy what they want.

Of course, from the perspective of "Wanting", rich people buy things simply because they do not have to bargain. In this case, it is indeed possible to lock the rich. However, if you only pay attention to the wealthy guests, many opportunities will be lost.

For example, the more common situation recently is that newly-married young office workers do not even have their first payment, so they buy a house with a loan of 30 years. There is no causal relationship between a person's "money" and his feeling that "goods have no value. Rich people only decide the speed of shopping.

Therefore, you should be able to deeply understand the simple idea that "rich talents will spend money", which will lead you to lose many chances of making a deal!

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