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.
Discover how you can generate more business without having
to cold call!
Alan Fairweather is the author of “How to get More Sales
without Selling” This book is packed with practical things
that you can do to get customers to come to you.
Click here now
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