Enterprise owners and entrepreneurs sometimes be this idea -and fear -mislead People only buy from them when they provide low prices. But the price is usually not the main reason for people to buy products or services.
If this is true, the sales of the lowest prices in grocery stores will continue to exceed the brand. Almost everyone will buy canned coffee instead of purchased from local specialty stores, where the price is ten times. People always drive instead of flying. No one has eaten at a restaurant, because the cost of cooking at home is much lower.
When you consider it, you will realize that there are many reasons for consumers to buy products and services except the price.
These reasons should play an important role in the language used when you are marketing products.
There will always be a company that is willing to charge you below you. Don’t be caught in the bottom competition you can never win. Everything you do is to eat your profit space.
Let us see the ten reasons why people buy it to overcome the price resistance.
1. The quality of their quality Most people would rather spend a little more money to buy some lasting things.
You only need a few dollars to buy paint brushes at the hardware store. But bristles began to fall off when they were used for the first time, and they would not be so smooth or easy to paint, especially at the edges and corners. They are basically a disposable brush, which will be more difficult to use this brush.
Or, you can buy a brush at a ten -fold price in the paint shop. But you can reuse them dozens of times, and they can work well even in the place where it is difficult. Quality deserves higher prices.
Demand is not just food and water. Health products, home repair products, clothing -we need a lot of things. Do we want the lowest cost, or is it the most effective product that meets the demand?
Like water. Most of the United States has drinking tap water. Basically you can drink it for free. If people only buy at the price, no one will buy bottled water. However, this is a huge industry. Your job is to pay attention to the needs of your product satisfaction, the problems it solves, the solutions it provide, and once it meets people’s needs, it will make people’s lives better and easier , Stronger, faster, happier, simpler. Customers will pay more for this.
3. They are an investment
Especially for B2B products and services, many buyers buy because the product is an investment. Online courses are suitable for this category. There are almost no one
need
to participate in the online course. But the knowledge they get is valuable, for some people, it is worth it. This is why people spend money to attend and read books related to their industry.
People can also invest in their own health. They can invest in their homes. They can invest in their future. Not every investment is financial investment.
If the thing you sell may be considered an investment in buyers, please be in your marketing Use it in language. 4. They help a person’s identity The products people purchased expressed their identity. This may be based on their culture, language, religion or gender. It can be based on their clubs or groups. It may come from their affiliated enterprises or corporate groups.
The identity is powerful. This is the \”community\” language you sometimes see in marketing. Let people enter your community only means that you have made your business and its products part of your customer identity. Once you do this, when people buy it from you, the price becomes not so important.
5. They are in line with people’s values \u200b\u200b
Values \u200b\u200band identity are different, but the power behind them is similar. Values \u200b\u200boriginated from our beliefs and enthusiasm -how do we view the world and how we want to participate in it and make it better.
Aunt Fang Limi Highlight Product functions, such as plant composition and healthier housekeeping services, in line with the values \u200b\u200bof the audience
This may be the first benefit provided by most software products and services- \”See how much time you will save!\”
Convenient, sometimes it needs The reasons for more costs for transportation payment.
It is worth noting here that smart marketers will find ways to activate the same product Buyer motivation. For example, the quality of purchase is also more convenient, because it means that people do not have to waste time to repair or replace the products they just bought. If it also meets demand and meets their values, it is a huge victory for buyers. The price is actually a non -factor.
7. They affect someone’s social dynamics Another reason for consumers to purchase is how your product will let them see others. Related to this is the fear of missed -FOMO. Others have this small component, so I need it. But social status is not just fear. Some people may buy cars because they think the car statement. People buy the clothes that make them stand out or convey their favorite information. Therefore, social status can also be consistent with identity and values.
Many people eat food and talk about it in social media. Why? Because they want people to know the delicious food they just bought, they want them to eat it. How many people who shoot food also talk about price? hardly.
8. They are for children
This is not only suitable for parents. It is suitable for grandparents, uncle, family and friends, friends who attend birthday party, and even colleagues.
What is the motivation for people when buying goods for children? Price May is important. But more importantly, what role will gifts play in children’s lives. The three main motivations for the child are: Education
Experience
Enjoy
For puzzle toys and experiences, you are developing your child’s brain to make them smarter and improve their thinking and reasoning ability. You are shaping your child’s future through tickets for games, books, puzzles, or science museums.
People buy the experience for their children because they want to give them life memories. They want their children to expand their horizons, taste new foods, see new places, try new things, bear new risks, or better use their hands. They want the children to remember and associate the memory with them -because they gave gifts.
People buy what children will like. It is a great experience to see that the child is happy and happy when he receives the gift.
9. They improve security or privacy
You are more likely to buy $ 20 or $ 50 lock for your door? You can’t say, \”Well, in the same conditions, I will accept a $ 20 lock.\” You can’t say that, because everything is not equal. This is why the second cost is higher. It may have stronger metals, more durable components, more complicated lock mechanisms (more difficult to pick up) and other benefits. It may also look better -social status elements. A good door lock will attract quality, investment (see what it protects), safety, value and social status. The most important thing is that it meets the needs.
Some products have GPS tags. This may be a positive security incentive factors, because if they get lost, they can find people wearing it. You can see these in outdoor clothing and children’s backpacks. But from the perspective of privacy, this may also be a negative motivation -not everyone wants to be tracked wherever they go.
Privacy and security are sometimes consistent and sometimes opposite. You can have a product that is attractive to any of them, and sometimes attractive to the two at the same time.
This is also applicable to service. For example, it is promised not to share information on an email registry, just to cater to people’s desire for privacy and security. 10. They are what people desire There is an ancient children’s reading, Alexander, last Sunday was rich
,
One of the little boys spent all the money given by relatives. Once, he visited the old goods sales once and said:
\”I look at a piece Half -melting candles. I need that candle. I look at a bear with one eye. I need that bear. I watched a perfect card, except for seven plum blossoms and no two squares. I don’t need that that. Seven or two. \” Of course, he doesn’t need these things. But he really wanted them, and he gave up most of the remaining money to get them. People only buy things for the reason they want. If you sell products that belong to this kind, please don’t be shy. Not every product must meet a certain needs, have a lofty purpose, or express some cultural ideals that can be traced back to hundreds of years ago.
Sometimes you just want a ice cream. The concept of hidden groups
is that you should get their coffee
So don’t discount so quickly so fast Essence
If people want your product and you can attract one, two or more buyers in this list, you don’t need a discount price.
Your title, subtitles, discounts, and appeal terms must take into account the motivation of buyers. Do everything possible to use the reason for people to buy so that the customers can put these emotions and motivations in the minds of customers when they decide to buy.
Price
will be a factor. But this should not be the first thing they thought. If all your headline news is promoting 20% \u200b\u200bof the discounts and \”we will defeat the price of any competitors\”, then you are announced that you are a company that can be provided other than low prices.
What you sell is valuable. You strive to build a store and create a brand experience. So don’t fall into price competition. Focus on the benefits you provide and the motivation for customers. This requires more strategies, but when you keep a strong profit and continue to develop what you are really proud, this will be worth it.
