Thirteen pricing methods that significantly increase sales

First, the same price sales

There is a small shop in the United Kingdom. In the beginning, business depression was very sluggish. One day, the owner took advantage of a move and came up with a trick: as long as the customer out of a pound, you can choose a product in the store (in-store products are the same price). This can be said to capture people's curiosity. Although the price of some commodities was slightly higher than the market price, it still attracted a large number of customers and sales were higher than those of several nearby department stores. In foreign countries, the more popular sales of the same price are sold at the same price. For example, some small shops open 1 cent goods counters, l yuan goods counters, and some large stores open 10 yuan, 50 yuan, 100 yuan commodity counter.

Bargaining is an annoying thing. A price is simply simple. At present, there are many such shops in the country. The method is good, but according to the author's observation, the business is not very good. In essence, strategies or tricks only work to a certain extent, but the key is to be genuine.

Second, the division method

Nothing can be more price sensitive than the customer, because the price represents the money in his pocket, to let the customer feel that you only pick up a very small part from his pocket, not a lot.

Price segmentation is a psychological strategy. When sellers are pricing, adopting this technique can cause the buyer to feel psychologically cheap.

The price split includes the following two forms:

1. Quote with a smaller unit. For example, 10 yuan per kilogram of tea is reported at 0.5 yuan per 50 grams, and 1,000 yuan per kilogram of rice is reported at 1 yuan per kilogram. The advertisement for the Paris subway is: "Only 30 francs will be required, and 2 million passengers will be able to see your advertisement."

2. Compare prices of smaller units of goods. For example, “If you smoke one cigarette a day, you can order a newspaper daily.” “Using this refrigerator, on average, 0.2 yuan per day, only enough to eat a popsicle!” Remember to use a small unit for quotes.

Third, the special high price method

Unique products can sell unique prices.

The special high price method sets the price much higher than the cost when new commodities are put on the market, enabling the company to obtain a large amount of profit in the short term, and adjust the price according to changes in the market situation later.

There was a shop in a certain place with a small amount of mid-to-high-end women's jackets, and the purchase price was 580 yuan. The operators of the store saw the materials and workmanship of this coat are all very good. The colors and styles are also very novel. They have not appeared in the local market yet. Therefore, the high price of 1,280 yuan is set, and it is quickly sold out.

If the product you launch is popular and you only have one on the market, you can sell a higher price. However, this situation will not last long. Some of the best-selling products can also be emulated by others. Therefore, to maintain a higher selling price, we must continue to introduce unique products.

Fourth, the low price method

There is no good cheap goods. Good goods are not cheap. This is a thousand years of experience. What you have to do is eliminate this kind of prejudice.

This strategy will first set the price of the product as low as possible, so that new products will be quickly accepted by consumers, giving priority to the market. Because profits are too low, they can effectively exclude competitors and make themselves occupy the city for a long time. This is a long-term battle and is suitable for some well-funded large enterprises.

For a production company, set the price of the product very low, first open the market, take the market down, and then expand production and reduce production costs. For commercial enterprises, as far as possible to lower the sales price of goods, although the sales profit of a single product is relatively small, but the sales increase, the total commercial profits will be more.

In the application of low-price methods, attention should be paid to: (1) the careful use of high-grade goods; (2) the prudent use of consumers who pursue high consumption.

V. Security Law

The value of 10 yuan, sold at 20 yuan, is on the surface, but it may have lost a customer.

For general commodities, the price is set too high and it is not conducive to opening the market; if the price is set too low, losses may occur. Therefore, the safest and most reliable thing is to set the price of goods relatively modest, consumers have the ability to purchase, and sales promoters are also easy to sell.

Security pricing is usually purchased from costs plus normal profits. For example, the cost of a pair of jeans is 80 yuan. According to the general profit level of the garment industry, it is expected that each pair of jeans will receive a profit of 20 yuan. Then, the security price of this pair of jeans is 100 yuan. Secure pricing, price fits.

In practice, if the company's product name is not big, even if the security pricing is not safe. Forced brand-name, high-consumption consumers feel that your product is too low, pay attention to cost-effective competition players are too expensive for your high prices, two thankless.

Six, non-integer method

The difference is insignificant.

This kind of retail price of goods is set to a non-integer with a fractional ending, which sales experts call "non-integer prices." This is a price that can greatly stimulate consumers' desire to buy. The starting point of this strategy is to think that consumers always have the feeling that the fraction price is lower than the integer price.

In the summer of one year, a daily goods store entered a batch of goods and sold it at a price of 1 yuan per item. The purchasers were not enthusiastic. The helpless store had no choice but to decide on the price, but considering the purchase cost, it only dropped 2 cents and the price became 9 cents and 8 cents. Unexpectedly, the difference between these two cents has caused the situation to suddenly change. Buyers are in an endless stream and the goods are quickly sold out. The salesman rejoiced and sighed, only 2 cents.

Practice has proved that "non-integer price method" can really stimulate consumers' good psychological response and achieve obvious operating results. Because the non-integer price is similar to the integer price, it gives consumers different psychological information.

Seven, integer method

The wind blasts the grass and the good horse is equipped with a saddle.

A car manufacturer in the United States has publicly declared that it wants to create a large luxury car for the richest people in the world. This car has six wheels, the length of the equivalent of two Cadillac limousine, the car has a bar and a bathroom, the price is set at one million US dollars. Why must we set an integer price of one million dollars? This is because buyers of high-end luxury super products generally show their identity, status, richness, and generous psychological desire. The $1 million luxury car is catering to the buyer's psychology.

For high-end goods, durable goods, etc. should adopt an integer pricing strategy, giving customers a "one cent price" feeling, hiding the image of the commodity.

Eight, arc number method

"8" and "send" are irrelevant but they are believed to be irreconcilable. It is always right to satisfy the psychological needs of the players.

According to a survey of foreign markets, the numbers used in the pricing of commodities in shopping malls that are booming are ranked according to their frequency of use, which in turn are 5, 8, 0, 3, 6, 9, 2, 4, 7, and 1 This phenomenon does not happen by chance, but the root cause is the role of consumer psychology. Numbers with curved lines, such as 5, 8, 0, 3, 6, etc., do not seem to be stimulating and are easy for customers to accept; instead of numbers with curved lines, such as l, 7 and 4, etc. Words are not very popular. Therefore, in the price of commercial-to-supermarket merchandise sales, figures such as 8, 5 are most often present, while 1, 4, and 7 are much less frequent.

In the digital application of price, we should combine our national conditions. Many people like the number 8 and think that it will bring good luck for their own fortune; 4 words because of and. "Dead" homonyms, being taboo; 7 characters, people feel uncomfortable on a boat; 6 words, because Chinese people have six or six Dashun's argument, 6 words are more popular.

Nine, classification method

The first price, the latter, remember to look at the customer's purse pricing.

Lin Changheng, a Chinese-American entrepreneur of French-speaking Chinese nationality, has a proper way of making money. When formulating sales prices for products, he always considers the purchasing power of customers. For example, the belt he produced was priced according to the high, medium and low incomes of the French. Low-grade goods are suitable for the needs of low-income people and are set at around 50 francs. The materials used are ordinary cowskin and sheepskins. The high-end goods are suitable for the needs of high-income people and are set within the range of 500-800 francs. The materials used are valuable, including mink skins and crocodile skins. However, this part of the population is less, and less production is required. Some expensive exclusive products are not capped, because for some people, as long as he likes it, he will buy it at a higher price. Mid-range goods will be set at 200-300 francs.

Whether or not the commodity price is reasonable depends on whether the customer can accept it. As long as customers can accept, the price can be higher.

Tenth, adjustment method

Good adjustments are like lubricants, which can make the best-selling, average-selling and unsalable goods unimpeded.

The Ostens Retail Company in the City of Werder, Germany, has been successful in distributing any merchandise. For example, when Ostens had just introduced 10,000 sets of underwear wearing fashion, the price was more than 4.5-6.2 times the price of ordinary underwear, but sales are still very strong. This is because this type of fashion is different from the past and other wearing characteristics. Customers feel fresh and attractive. However, in May 1988, when major cities in Germany launched a large number of such underwear outside the fashion wear, Ostens has suddenly dropped the price to just slightly higher than the price of ordinary underwear, the same sold out. In this way, after another eight months, when the outer wear of underwear is not so attractive, Osten sells it at a “cost price”, and the price per set of fashion is less than 60% of that of ordinary underwear. In Osden is still very popular.

In the market competition, enterprises should always predict the changes in supply and demand.

Eleventh, customary law

Change without change.

The circulation of many commodities in the market has already formed a basic price that everyone knows, and this kind of commodity should not be easily increased in price.

In China, the match has 2 points per box. This custom price has been stable for more than 20 years. In 1984, the matches in Hunan Province rose to 3 points per box. For some time, local consumers would rather buy 2 points a box of small boxes to match, rather than buy the province's matches. However, what if the production cost of the product is too high to raise prices? In fact, we can adopt some flexible alternatives. If cheaper raw materials can be used instead of the more expensive raw materials, the use of materials can also be reduced and the weight can be reduced. For example, the popsicles can be made smaller and the matches can be installed less.

of course. The customary price is not completely immutable. Isn't the price of our match today an early departure from the customary price of 2 points? The problem is that smart business people are good at changing in the same way.

Twelve, clear code method

Maintaining the interests of customers is more important than taking care of customers' faces.

One day, at the gate of Xinhua Leather Shoes Co., Ltd., located at Yanping North Road, a “bare price” sign was hung. This was too risky at Yanping North Road at the time. Because at that time people went to Yanping North Road to buy things, manufacturers have to raise the selling price by about twice, so as to offer discounts when counter-offers. Xinhua Leather Shoes Co., Ltd. implemented "not a price" soon, many customers are very comfortable with its leather shoes, but they always feel that paying the price is not enough, making many businesses see the deal blown. The company's owner thinks that "the customer will shop around and come back to 'Xinhua'" and decide to wait for a while. Sure enough, as time goes by, the Xinhua company will be in the market. Many customers shop at counters that can be bought at a discount. After discounts, the price of leather shoes is often still higher than that of Xinhua Leather Shoes Co., so customers have come back to visit them.

The disadvantage of "non-two price" is the lack of flexibility. The advantage is that the transaction is simple and easy to create a high reputation.

Thirteen, customer pricing

Since time immemorial, sellers have always asked for prices, and buyers have bargained. Is it possible to reverse the price first by the buyer? For example, the price of food in restaurants has always been decided by the shopkeeper. Customers can only order food according to their recipes and their prices. However, in the Pittsburgh City of the United States, there is a “Milio family restaurant”. On the menu of the restaurant, there is only the name of the dish and there is no vegetable price. The customer pays according to his satisfaction with the food, no matter how much, the restaurant has no objection. If the customer is not satisfied, he may not pay. However, in fact, most customers can make reasonable payments and even pay more. Of course, there are also few payments, even after a devastating meal, no credit is given and they grow away. However, the competition was only a handful.

At present, letting customers price themselves is no longer new in our country. In some cities, such restaurants have already appeared, but after the operation, they found it to be unsuccessful. It seems that using this method must pay attention to sales conditions and sales targets, after all, some people's quality is still not high.