WE TRANSFER SALES RECEPTIONS ON INCREASING SALES, OR EFFECTIVE MATHEMATICS
You went to a coffee shop, and there are two promotions simultaneously: the first offers an additional 33% of coffee, the second – a 33% discount on a standard cup of coffee. Which action is more profitable?
Most likely, you will say – they are equally beneficial. And so many will say. But let’s understand more. Suppose coffee costs $ 2 per 200 ml ($ 1 per 100 ml). At the first promotion you get 266 ml for $ 2, i.e. pay $ 0.75 per 100 ml. In the second promotion, you get 200 ml for $ 1.34, i.e. pay $ 0.67 per 100 ml. The second action is more profitable!
BUT! It’s much more pleasant for the buyer to get something extra for the same price than to get a discount.
1. Our perception depends on the price we saw first.
You entered the store and saw a designer bag for $ 1000. “Stuck bucks for some bag ??” You will be incredibly outraged. Going further, you see a great watch for $ 300. It is expensive! Hours may be cheaper! But it seems to you that this is quite a normal price, because you compare it with the first one you see.
2. We fear extremes.
The following study was conducted: 2 types of beer were put on the counter in the store. “Premium” for $ 2.5 and beer labeled “Bargain” for $ 1.8. About 80% of buyers chose a more expensive beer. Then they put another type of beer with a price tag: “Super-profitable purchase” at a price of $ 1.6. Now 80% of buyers chose beer for $ 1.8, and the rest – for $ 2.5. No one picked up the cheapest beer.
3. We love stories.
Put the store next to the bread maker for $ 279 bread maker for $ 429. Their parameters should differ very slightly. Sales of cheaper bread makers will seriously increase, although it is unlikely anyone will buy expensive (maybe a couple of people). This is because we do not feel the real value of things, and it seems that we are buying very cheap. And then you can say: “Can you imagine, I bought a bread maker for only $ 279! And there was almost the same, but for $ 429! And what a fool will buy it! ”Good story.
4. We do what we are told.
An experiment was conducted at the school. Fruits and salads were put up on an illuminated rack like sweets or other sweets, and this method made the children eat more lettuce and fruit. It also applies to adults.
5. We commit rash acts under the influence of alcohol, fatigue and other factors.
When a person drinks, gets tired or is in a state of stress, he greatly simplifies the internal issues that accompany the purchase. This can be compared with dating in the bar.
6. Magic numbers 9.
We all know this chip: just $ 1.99. This is the same as $ 2! We understand this, but the magic of the number 9 continues to operate, and we take a not very necessary thing just because it beckons us with a discount. Be incorruptible! Do not tell yourself – this thing costs a little more than a dollar! Remember, it costs all two!