Prices to sell more

Versión en español, pulse aquí.

One of the most common strategic mistakes is not to think about the customer in the criteria for pricing.

Everyone sells to make money, not to overlook the costs, you have to sell over them, of course, but we must not neglect the customer.
If customers perceive a price as expensive, consider that what they pay for a product exceeds the benefit (money not necessarily) will be very difficult to get interesting benefits from the sale of this product because it will be difficult to sell. The ideal price is getting a balance between the profitability that the company wants to gain from the sale and the value perceived by the customer when he purchases. And most of the time, that perception is not conscious, is a non-conscious perception of the consumer.

Humans are not rational, we are emotional, we take more decisions driven by emotions than by reason, even when bought.

Evolution has endowed us with an excellent survival neurological mechanism related to our purchasing behavior: When in danger humans do not think, act. We do not think "there is a gap and therefore I must take a bigger step," just jump the gap. In other words, our rational thinking is slower than our unconscious thinking, instinct is faster than reason.

What if we could succeed in the customer purchase our products using non-conscious thinking rather than rational thinking ?.... The answer is simple, the customer will buy on impulse. If we achieve this in the purchasing process would be involved, as shown in the picture, the nucleus accumbens which is responsible for activating the prefrontal medium cortex, involved in the integration of loss and gain and the purchase occurred. However, when the purchase is rational "stands" on the way the center related to the physical and emotional upset, the road is longer and slower process of buying may occur .. or not, the physical and emotional upset center might not activate the medial prefrontal cortex. In the first case (impulse) the purchase is automatic in the second case (rational), the purchase requires a decision process that can lead to the decision "not to buy."

What is the role of price in impulse buy?, Very simple, if the customer perceives that the product has a benefit for him less than its price, rational circuit automatically activate and use the "long road". It is therefore important, as I said, thinking about the customer and then in the company. The primitive brain is pure survival, we share with animals and makes them act instinctively, without thinking. Yes, so many times we do not intend to buy and come back with many full bags, our primitive brain has bought, because reason has not had time "to say" we did not want to buy.

The price may be a sales tool as long as does not exceed what the customer receives when purchasing. The primitive brain "selfish" only thinks of himself, just think win-win, is the brains of survival. To help us sell we have to talk in their language.

A good price is one that is profitable for the company and the customer perceives it is receiving more than it pays. If it is not profitable to set a price that the customer perceives as adequate, then .... maybe we're wrong product.

Why pay high prices for mobile phones and luxury cars? because the price of the phone or the car is ridiculous compared to the rising status of the individual who acquires. This is our primitive brain, only thinks of himself.