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Mark Wickersham (UK)
The Power of Price Psychology
Why everything seems expensive without
contrast This is where the contrast
principle comes in – letting you frame
your price in a way that seems so much less. In his book Dr Cialdini uses the
example of three buckets of water to illustrate the principle. One hot, one cold and one lukewarm. He points out
that when putting your hand in the cold water bucket and then in the lukewarm bucket the latter will feel warm. However first put it in the hot water
and then the lukewarm bucket and the temperate will seem cold. It’s all about perception
It’s the same temperature as with the
previous example but our perception is affected by what happened immediately beforehand and therefore it feels different. The same needs to happen with price –
you have to create contrast. One way of doing that is by quantifying
the value and benefit to the customer. The bigger you can paint that picture
of value the smaller your price will seem by comparison. The bigger the contrast.
That’s the principle. And it works.
If price psychology fascinates you as
much as it does me, then find out about my online video training programme, The Power of Price Psychology.
In my training program I take you
through more than 25 different techniques that you can use to ensure your price seem fairer and get more people saying yes. The Power of Price Psychology
The complete guide to menu pricing – NEW!
(video training programme)
In case you missed this:
(More of Mark!)
Better pricing = higher profits
If you have a service business, you can
earn much more from this series. Also, Mark runs a programme called
Price Consulting, and he teaches
accountants/bookkeepers how to help their customers with their pricing. Thank you for the positive response to
posts on this topic and the action taken. Please tell your friends!
Those links again:
Effective Pricing for Accountants (book)
How to build a successful bookkeeping
business (book) How to build a successful bookkeeping
business (video training programme) The Value Pricing System
Monthly Mentoring
Grab them NOW and claim the true income
that you earn!
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