Selling - Always Go for Top Money
If you've ever flown economy class on an internationalflight then you've probably noticed that the airline makesyou walk through Business or First Class to get to youreconomy seat. You become very much aware of the wider isles,the more spacious, comfortable seats and the greater legroom.
As you squeeze into your "cattle class" seat you wish youwere in front of that curtain enjoying the better food andthe extra service. The airlines do this deliberately; theywant you to wish you were in Business or First Class.
Only 20% of the aircraft is reserved for "big comfy seatclass" however, that 20% contributes 80% of the profits.
Many sales and business people feel the pressure to becompetitive and initially offer their cheapest product orservice to the customer or client. It then becomes muchharder to offer a better or enhanced product or service.
Picture a new car in the showroom, it's always the top ofthe range model with all the added extras, they don't showyou the basic economy model. Some years ago when I bought myfirst new car I went to the showroom with the intention ofbuying the very basic model. A few hours later I'd signed upfor a car with air conditioning, cruise control and metallicpaint. The salesman didn't pressurise me, he only showed mehow I could afford the better car - and boy was I pleased!
Many sales people believe that if they tell the customerthat their price is really excellent compared to thecompetition then this will motivate the customer to buy. Butprice is seldom the reason for buying anything. According toresearch done with customers, almost 95% of purchases aremade on a non price basis.
It's only simple psychology however, always show yourprospective customers or clients what they'll get for "topmoney" and then show them what they get for "economy." Mostpeople aspire for "first class" and eventually you'll findmore clients buying your top products and services.
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