If you've ever flown economy class on an international flight then you've probably noticed that the airline makes you walk through Business or First Class to get to your economy seat. You become very much aware of the wider isles, the more spacious, comfortable seats and the greater leg room. As you squeeze into your "cattle class" seat you wish you were in front of that curtain enjoying the better food and the extra service. The airlines do this deliberately; they want you to wish you were in Business or First Class. Only 20% of the aircraft is reserved for "big comfy seat class" however, that 20% contributes 80% of the profits. Many sales and business people feel the pressure to be competitive and initially offer their cheapest product or service to the customer or client. It then becomes much harder to offer a better or enhanced product or service. Picture a new car in the showroom, it's always the top of the range model with all the added extras, they don't show you the basic economy model. Some years ago when I bought my first new car I went to the showroom with the intention of buying the very basic model. A few hours later I'd signed up for a car with air conditioning, cruise control and metallic paint. The salesman didn't pressurise me, he only showed me how I could afford the better car - and boy was I pleased! Many sales people believe that if they tell the customer that their price is really excellent compared to the competition then this will motivate the customer to buy. But price is seldom the reason for buying anything. According to research done with customers, almost 95% of purchases are made on a non price basis. It's only simple psychology however, always show your prospective customers or clients what they'll get for "top money" and then show them what they get for "economy." Most people aspire for "first class" and eventually you'll find more clients buying your top products and services. |
