People don’t just buy what suits them. They buy what resonates with their idea of meaning and mission.
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Sales psychology — features of sales that take into account the personal factor.
contrast effect
The exercise was invented by Oleg Bely.
Three bowls of water, where you can put the entire hand:
- cold water
- water 37 degrees (body temperature)
- warm water.
Lowers the participant’s hands to 37 degrees — ordinary sensations. He dips one hand into cold water, the other into hot water — he feels cold and warm, respectively. Then both hands at the same time (one from a cold basin, the other from a hot one) are transferred to the water 37.
And with one hand at a neutral temperature of 37 degrees, he feels heat (after cold), with the other — cold (after heat). At the same time, different sensations from the same water temperature in different hands! I remember the people, 100%.
We are discussing. Normal water (37) feels cold after being hot and feels warm after being cold. What am I talking about? The fact that if at least somewhere the price of $4000 is indicated, then any price above this seems at least slightly, but overheated, even $4100. At the same time, if you specify a price, let’s say, very hot, for example, $10.000, then any price below this value will seem cool. But let’s keep common sense. So, a normal training price can feel both cold and hot at the same time! Just something to compare. If the price for the training is “up to 250.000 USD” for 2 days, then 210.000 will seem better than ever. If the price is $4000, then $150.000 will be too much.
Effect of non-circular numbers
Prices for services are round, for example, 100.000 USD, 200.000 USD, $4000 and the like — they are perceived as simply rounded from the bulldozer (in personal negotiations with old partners, this can be done by rounding down). But to unfamiliar customers, non-round figures seem to be more reasonable.