First, the same price sales technology There is a small shop in Britain. At first, business was very depressed. One day, the shopkeeper had a brainwave and came up with a trick: as long as the customer paid 1 pound, he could choose any product in the store (all products in the store had the same price). This aroused people's curiosity. Although the prices of some commodities are slightly higher than the market price, they still attract a large number of customers, and their sales are higher than those of several nearby department stores. In foreign countries, the more popular selling methods at the same price also include selling at the same price in different cabinets. For example, some small shops set up counters of 1 min 1 yuan, and some big stores set up counters of 10 yuan 50 yuan 100 yuan. Secondly, nothing is more sensitive to the price than the customer, because the price represents the money in his pocket, which makes the customer feel that you only take a small part from his pocket, not a large part. Price segmentation is a psychological strategy. In the seller's pricing, using this method can cause the buyer's psychological feeling that the price is cheap. Price splitting includes the following two forms: 1, and the quotation of smaller units. For example, tea per kilogram 10 yuan to 50 grams of 0.5 yuan, rice per ton 1000 yuan to per kilogram 1 yuan, and so on. The advertisement of the Paris subway is: "You only need to pay 30 francs, and 2 million passengers can see your advertisement." 2. The price of a relatively small unit of goods. For example, "if you smoke one less cigarette every day, you can subscribe to a newspaper every day." "With this refrigerator, the average electricity bill in 0.2 yuan is only enough to eat a popsicle every day!" ▲ Remember to use small units when quoting. Third, the ultra-high price method unique products can sell unique prices. Ultra-high price method is to set a price far higher than the cost when new goods are put on the market, so that enterprises can get a lot of profits in a short period of time, and then adjust the price according to the changes of market conditions. A shop somewhere bought a small amount of middle and high-grade women's coats and a 580 yuan-made one. The store operators saw that the materials and workmanship of this coat were good, and the color and style were novel. They had not appeared in the local market, so they set a high price of 1280 yuan and sold out quickly. ▲ If your product is very popular and you are the only one in the market, you can sell it at a higher price. However, this situation generally does not last long. What sells well can also be imitated by others. Therefore, in order to maintain a high price, we must constantly introduce unique products. Fourth, the low price method is cheap and there is no good goods. Good goods are not cheap, which is a thousand years' experience. What you have to do is to eliminate this prejudice. This strategy first sets the price of the product as low as possible, so that the new product can be quickly accepted by consumers and gain a leading position in the market first. Because the profit is too low, it can effectively exclude competitors and occupy the market for a long time. This is a long-term strategy, suitable for some large enterprises with abundant funds. For a production enterprise, set the product price very low, first open the market, occupy the market, then expand production and reduce production costs. For commercial enterprises, the sales price of commodities should be kept as low as possible. Although the sales profit of a single commodity is relatively small, the sales volume has increased and the total commercial profit will be more. ▲ Attention should be paid when applying the low-price method: (1) Use high-grade goods with caution; (2) Beware of consumers who pursue high consumption. 5. The security law value 10 yuan, sold in 20 yuan, is ostensibly profitable, but may have lost a customer. For general commodities, the price is set too high, which is not conducive to opening up the market; If the price is set too low, there may be losses. Therefore, the safest and most reliable thing is to set the price of goods at a moderate level, so that consumers can afford it and promoters can easily sell it. Safe pricing is usually purchased at cost plus normal profit. For example, the cost of a pair of jeans is 80 yuan, and according to the general profit level of the clothing industry, it is estimated that the profit of each pair of jeans is in 20 yuan, so the safe price of this pair of jeans is 100 yuan. Safe pricing, right price. ▲ In practice, if the enterprise's commodity awareness is not high, even the safe pricing is not safe. Consumers who are eager for famous brands and high consumption think that your product grade is too low, and consumers who pay attention to benefits think that your price is too high. Sixth, the non-integer method is a thousand miles away. This practice of setting the retail price of goods as a non-integer ending with a fraction is called "non-integer price" by sales experts. This is a price that can stimulate consumers' desire to buy. The starting point of this strategy is that consumers always feel that the fractional price is lower than the integer price. One summer, a grocery store bought a batch of goods and sold them at the price of 1 yuan each, but the buyers were not enthusiastic. The store had no choice but to decide the old price, but considering the purchase cost, it only dropped by 2 cents and the price became 98 cents. Unexpectedly, it is the difference of 20 cents that makes the situation plummet, buyers are in an endless stream, and the goods are sold out quickly. The salesman was overjoyed and sighed, only 2 cents short. ▲ Practice has proved that the "non-integer price method" can really stimulate consumers' good psychological reaction and achieve obvious business results. Because although the non-integer price is close to the integer price, the psychological information given to consumers is different. Seven, the integer method knows the power of grass, and a good horse is equipped with a saddle. An American car manufacturer has publicly declared that he will make a large luxury car for the richest people in the world. This car has six wheels, which is the length of two Cadillac luxury cars. There is a bar and bathroom in the car, and the price is set at $65,438+00,000. Why do we have to set the integer price of $654.38+00,000? This is because the buyers of high-end luxury super goods generally have a psychological desire to show their identity, status, wealth and generosity. 654.38+100,000 luxury cars cater to the psychology of buyers. ▲ For high-end goods, durable goods, etc. Integer pricing strategy should be adopted to give customers a feeling of "one penny for one thing" and establish the image of goods. Eight, the arc number method "8" has nothing to do with "hair", but it is better to believe in it than to believe in it. It is always right to satisfy the psychological needs of the canceller. According to the survey of foreign markets, the numbers used by shopping malls and supermarkets with prosperous business in commodity pricing are 5, 8, 0, 3, 6, 9, 2, 4, 7, 1 in turn. This phenomenon is not accidental, and its root is the function of customer's consumption psychology. Numbers with curves, such as 5, 8, 0, 3, 6, etc. It seems that there is no excitement and it is easy to be accepted by customers; Numbers without arcs, such as l, 7 and 4, are less popular. Therefore, in the sales price of goods in supermarkets, numbers such as 8 and 5 have the highest frequency, while numbers such as 1, 4 and 7 have a much lower frequency. ▲ In the digital application of price, we should combine the national conditions of China. Many people like the number 8 and think it will bring them good luck to make a fortune. Four words because and. "Death" is homophonic and taboo; Seven words, people feel uncomfortable in a boat; The word "6" is more popular because China people have a saying of good luck. Nine, the classification method has the price first, then the goods, remember to look at the customer's purse pricing. Chang Lin, a French-born entrepreneur in China, always considers the purchasing power of customers when setting the sales price of products. For example, the belts he produces are priced according to the high, middle and low incomes of the French. Low-grade goods are suitable for the needs of low-income people, set at about 50 francs, and the material is ordinary cattle and sheep skin. The more people there are, the more output there will be. High-end goods are suitable for the needs of high-income people and are set within the range of 500-800 francs. The materials are more expensive, including python skin and crocodile skin, but there are fewer people in this part, so the output required is less. Some exclusive and expensive goods are not capped, because for some people, as long as they like them, they will pay a higher price. Mid-range goods are set at around 200-300 francs. ▲ Whether the commodity price is reasonable depends on whether the customer can accept it. As long as the customer can accept it, no matter how high the price is. X. Adjustment method Good adjustment is like lubricating oil, which can make the best-selling and unsalable goods unimpeded. Ausden Retail Company in Widmondtown, Germany is very successful in distributing any commodity. For example, when Aosden first launched 65,438+00,000 sets of underwear, the price was 4.5-6.2 times that of ordinary underwear, but it still sold well. This is because this fashion, contrary to the past, has other wearing characteristics inside and outside, which makes customers feel fresh and attractive. However, in May of 1988, when major cities in Germany launched this underwear fashion one after another, Ausden suddenly reduced the price to only slightly higher than ordinary underwear, and it was sold out. In this way, eight months later, when the underwear in fashion was no longer so attractive, Ausden sold it at "cost price", and the price of each set of fashion was less than 60% of that of ordinary underwear. This kind of outdated clothes is still very popular in Austin. ▲ Enterprises should always predict the changes of supply and demand in market competition. XI。 Customary law strives for change in constant. The circulation of many commodities in the market has formed a basic price that everyone knows. Generally speaking, the price of this commodity should not be raised easily. In China, the price of matches is 2 cents per box, which has been stable for more than 20 years. 1984, matches in Hunan province rose to 3 cents per box. For a period of time, local consumers would rather buy a small box of travel matches at 2 cents per box than buy matches from their own province. However, what if the production cost of goods is too high and the price can't be raised? In fact, some flexible methods can be adopted. For example, cheap raw materials can be used instead of expensive raw materials; You can also reduce materials and weight, such as making popsicles smaller and holding fewer matches. ▲ of course. The usual price is not completely constant. Didn't our match price exceed the usual price of 2 points earlier today? The problem is that smart companies are good at changing in the same way. Protecting customers' interests is more important than clearly marking the price to take care of customers' face. One day, at the entrance of Xinhua Leather Shoes Company on Yanping North Road, a big sign "No Price" was hung. This was too risky at Yanping North Road at that time. Because at that time, everyone went to Yanping North Road to buy things, and the manufacturers all raised the price by about 2 times, so as to give discounts when making counter-offers. Shortly after Xinhua Leather Shoes Company implemented the "two-price" policy, many customers were very interested in their leather shoes, but they always felt that they lost money by paying at the price, which made many businesses that saw the deal blow up. The boss of the company thought that "customers will shop around and come to Xinhua again" and decided to stay longer. As expected, in a short time, Xinhua Company was in full swing. Many customers go to shops where they can bargain. After the discount, the price of leather shoes is often higher than that of Xinhua Leather Shoes Company, so customers go back there one after another. ▲ The disadvantage of "two prices" is the lack of flexibility. Its advantage is that the transaction is simple and it is easy for people to have a high reputation. Thirteen, customer pricing method Since ancient times, the seller has always been an offer, and the buyer is a counter-offer. Can the buyer bid first, on the other hand? For example, the price of food in restaurants has always been determined by the owner, and customers can only order according to the menu and pay at the price. However, there is a "Mirio Family Restaurant" in Pittsburgh, USA. On the menu of the restaurant, there is only the name of the dish, but no price. Customers pay according to their satisfaction with the food, no matter how much, the restaurant has no objection. If customers are not satisfied, they can not pay. But in fact, most customers can pay reasonably or even more. Of course, some people pay less, or even gobble up a meal and leave without giving a penny. But that's only a handful. ▲ At present, it is nothing new for customers to set their own prices in China. This kind of restaurant has appeared in some cities, but it has not been successful after operation. It seems that the use of this method must also pay attention to the sales conditions and sales targets, after all. Some people's quality is still not high.
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