This is the bottom line for businesses to keep: Don't let your customers have a sense of inadequacy.

We always want to buy things cheap, if we can use a piece of money to buy something worth 200 of dollars, that would be complacent to the United States all day. But conversely, if you use a dollar to buy only five cents of something, that remorse, that resentment can make people crazy two or three days.

Here is to say: to take advantage of the sense of happiness is far from being taken advantage of the loss of people's influence.

Reading, we may think that people are rational, 1+1=2 is the eternal truth. But in reality, there will always be a variety of wonderful, stupid, nonsense things happen, when we are watching the scene as a bystander, may be hard to laugh at these things, but carefully think, wonderful things have not less happen to ourselves.

People in the day-to-day economic activities, is absolutely not rational, will be seriously disturbed by various business gimmicks, so as to do some crazy action, such as taking the kidney to change the iphone 5S.

Therefore, when a consumer is faced with a product or a business activity, it is impossible to calculate their own gains and losses like a supercomputer, to make the wisest decision, but to measure one's gains and losses by feeling very vague.

In the measurement of gains and losses, the impact of gain and loss on people is wrong.

This is the so-called Outlook theory. Do not think that the name of the professional is very profound, the truth is very simple:

1, the horizontal axis represents the subjective state, that is, the satisfaction of people, longitudinal axis represents an objective state, namely incentives.

2. Positive values on the horizontal axis indicate satisfaction, negative values indicate lack, and positive values for the longitudinal axis indicate how much to get, and a negative value indicates how much is lost.

3, the horizontal axis as the boundary, analysis: with the material (objective state) increase and decrease, the change of human satisfaction degree.

4, the horizontal axis above, with more and more material, people's satisfaction will be more and more high, but the increase in satisfaction will be less and less.

5, the horizontal axis below, with the loss of more and more material, people's satisfaction will be less and less, but the decline of satisfaction will be more and more big.

An important difference here may have been found: getting smaller and bigger.

The difference is mentioned earlier: the increase in the satisfaction of the benefits is decreasing. For example, you get 100 dollars, satisfaction is 5, but get 200 dollars, satisfaction is not 10, but less than 10.

And the loss of the benefits of the satisfaction of the decline will be more and more. For example, loss of 100 of the pain of 5, lost 200 of the pain is not 10, but greater than 10.

In giving this benefit, you should be inspired by:

1, to give a little benefit to consumers happy, at least not to allow satisfaction to stay at 0, which will provoke consumers to your goodwill, such as sending a small things, such as mail;

2, but do not give too much, otherwise will be spoiled consumers, next time you do not give more points, he will somehow disappointed you;

3, you can also deliberately raise a little price, so that consumers press down, they will feel accounted for cheap. Although this practice was found easy to be scolded as "profiteers", but the reality is that many people now do so.

In the denial of benefits, businesses need to be cautious. It is also a kind of self-preservation instinct that no individual wants to give up what he has already got.

In denying the benefits of this link, you should get this inspiration:

1. The customer is God;

2, if the entity shop, as far as possible to allow users to swipe, do not let customers shine on the blood and sweat of the renminbi;

3, if it is a physical store, to provide as much experience as possible services, so that customers feel that things are for his personal customization;

4, if it is the electrical business, the registration process as far as possible not to obtain too much private information;

5, if is the electricity merchant, if returns to let the user bear the postage.

About the electronic business of the mail, in fact, is a very important link, the details can be referred to: the power of the mail. A lot of people don't care about 1000 bucks to buy a dress, but pay attention to the five dollar postage. The parcel post is actually to coax the consumer happy small favor, is that breakthrough 0 satisfaction degree detail.

Many online shoppers have put their packages on the line of entitlement, so once you say you're not going to mail them, you're depriving them of their benefits, which is very debilitating.

About unconditional returns, it sounds like it hurts the interests of the business. However, how many people will really go to return? A return is more troublesome, if it is the electrical business also to bear the freight. And the things that I got, I really don't want to lose. Many people buy clothes that don't fit, and they may be in the closet for years, rather than go back to mildew.

But with regard to the lost part, we can look back at that map and find that with the loss of material, satisfaction first falls, and then the decline slowly becomes smaller and tends to ease.

I want to say that this is a very dangerous state. When people's satisfaction is poor to a certain extent, it will deteriorate, into the "indifferent" state. The unspoken subtext is: Okay, I'm used to it. If you're going to be vulgar: I've been stripped of my mother! Do you still care about that little penny?

Attention! This is a very bad situation. Because at this time you have deeply hurt the customer, the customer may be broken, at the risk of being caught in the police station to haunt you to the end.

For consumers, being deprived is the biggest injury, with a piece of clothing that is stripped naked. Loss is very painful, it is above the satisfied feeling, even have "mouse excrement effect". The good mood in the early morning may be depressed for a whole day because of losing a new hat. As a businessman, you should be aware that giving is taken for granted and that you must learn to pretend. Disguise is not cheating, but don't let the customer feel that your body is flowing with capitalist dirty blood, do not expose the mercenary face. If you do not have the resources to meet the customer, at least don't let the customer have a sense of lack, this is to sell to hold the bottom line.

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