The price of a day's accommodation in a hotel's standard room is 300 yuan, but many people feel that it is expensive, and everyone is not willing to spend so much money to stay in this hotel, so the business of the hotel has not been very good. The hotel's boss decided to adjust the price of accommodation, hoping that the price of 260 yuan would attract customers, but was rejected by the new hotel manager, who did not think that such a price was expensive. Considering the huge cost of the hotel in terms of accommodation, considering the elegant hotel environment and exquisite room decoration, those standard rooms are definitely worth 300 yuan a day. But the boss is worried that continuing to maintain high prices will lead to a dismal business, the manager gave a new plan, that is, the hotel continues to maintain a standard room price of 300 yuan a day, but at the same time launched an hourly room service, customers can enter the hotel at any time to rest, and the price is 70 yuan per hour.
When the hotel launched the hourly room, the business of the standard room with a price of 300 yuan was getting better and better, and many people booked the room two months in advance, and the business of the hourly room has been sluggish. In this regard, the manager explained that he did not hope for the hourly room from the beginning, nor did he think that the hourly room service would be accepted, after all, the service fee of 70 yuan an hour was still too high, and the significance of launching this hourly room was to let customers compare when buying hotel services, the price of 300 yuan a day and the price of 70 yuan an hour, obviously the former is more attractive, and the cost performance is higher.
This kind of marketing that cleverly sets up contrasts is very common in daily life, such as when going to a clothing store to buy clothes, the smart salesmen will always compare two clothes that also look expensive, but the quality and style gap is more obvious. One of the fashionable, high-quality clothes priced at 1,000 yuan, customers may feel very expensive, if the next to this dress is placed with a price tag of 600 yuan, but the style of old-fashioned, general quality clothes, then customers will compare in their minds, think that such a poor piece of clothing is 600 yuan, then the first piece of clothing with a price of 1,000 yuan feels less expensive. In order to successfully sell a bottle of perfume worth 500 yuan in his hand, a salesman may launch a perfume with a price of up to 1,000 yuan, so that consumers may be more inclined to choose the 500 yuan perfume after comparison. A big reason why Starbucks coffee can sell at a high price is that they place several bottles of mineral water with a price of more than ten yuan a bottle in the window.
When consumers feel that the price is a little high, they usually make a comparison and choose products that look more affordable and cost-effective, which will allow them to make a choice quickly, rather than continuing to consider whether the price of the desired product is too high. Setting up such a comparison is a very effective way for salespeople to sell. The act of setting a contrasting product and price is called a price anchor, which can shake the consumer's assessment of the initial impression of the product price by setting one or more comparative prices. Some people have summed up its role, arguing that the setting of the price anchor is to promote people to accept the original unreasonable price through a more unreasonable offer.
In fact, in daily life, there are many products whose prices are far more than their use value, and this comparison can be made in similar products or in different products. Just like when people simply face a certain product, they will definitely feel that a bottle of mineral water sells for 2 yuan, and they will feel that a pack of cigarettes sells for tens of yuan or hundreds of yuan, why a piece of clothing can sell for hundreds of yuan, but if all the items are linked together, people will make a judgment by comparing the price. For example, in 2019, the price of beef and mutton rose everywhere, but many people will still buy beef and mutton, the reason is that there is a serious outbreak of swine fever across the country, the epidemic once pushed the price of pork to a high price of 40 yuan a catty, the price of beef and mutton rose compared with pork, obviously not worth mentioning.
When faced with a product, people may have their own evaluation criteria, "whether the product is really worth so much money", but this evaluation cannot rely purely on their own subjective judgment, objective reference is essential, and personal experience will play a very important role. Just like a person who has never heard of or eaten caviar, if he goes to a restaurant and orders a top caviar, then he may feel incredible because of the price of tens of thousands of yuan, he must have felt that caviar is very ordinary, no more than 10 yuan at most. Without relevant experience and reasonable references, diners will surely feel like they've been pitted. Similarly, a farmer who farms for a living all year round may not understand why LV's bags sell for more than 100,000 yuan. In this case, if you compare products such as Chanel or Dior, it is impossible to produce any effect. According to personal life experience, people can often make a more reasonable comparison, or this comparison is likely to produce the desired guiding effect. For salespeople, it is necessary to accurately grasp the lifestyle and economic status of customers, so as to judge whether the other party's life experience can accept their own marketing content and marketing methods.
It should be noted that the price anchor does not behave in a different way, usually, in order to sell product A, the salesman will set up a product B to compare, thereby stimulating consumers to make a decision to buy product A. But sometimes, the salesman intends to stimulate the sales of product A, but inadvertently sets up a more popular product B. For example, in the luxury industry, there may be such a situation, a company launched a gold-encrusted mobile phone, the shell of the mobile phone contains a lot of gold, but the sales of this mobile phone has been bad, in order to stimulate sales, the merchant launched a diamond-encrusted mobile phone, and the price is twice as expensive as the gold mobile phone, the result of the sales of gold mobile phones have become more bleak, but the diamond mobile phone sold very hot. Although it may seem like a reaction, the reaction itself is also the result of a contrast, and the nature has not changed at all.
What does it mean that the business is difficult to do: there are fewer people to buy?
Fewer people buy it because fewer people help you sell it!
So the real core problem to solve in doing business today is, how to find a large group of people to help you sell through transformation and upgrading? How to attract investment and build channels?
Why should we talk about the transformation and upgrading of traditional enterprises today and reconstruct new business models? The first function of the model is financing, raising more resources and shareholders; The second key to the model is to attract investment, thousands of cities and thousands of stores.
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