How to make price comparisons more difficult! Click here to read Chapter 18 See what this book can do for YOUR profits! (Must have Adobe Acrobat Reader.)
If you can successfully raise your prices, it will put more cash in your pocket than anything else you can do — including selling more products. Why? Because every cent of a price increase is pure profit.
For example: a 1% price increase would results in a 12% profit increase for most large corporations, given their profit margins. That’s because you dont’ have any additional costs associated with a price increase. A 5% price increase? That’s a 60% increase in profits.
You may think your customers all want to buy the offering with the lowest price, but I can tell you from personal research that this is not true for most of your customers – be they consumers or businesses.
I just conducted a very large study of 12 different consumer products and on only one of them did most consumers prefer the cheapest offering — a shirt. On all the other 11 products, ranging from eggs, HDTVs, MP3 players, tires, vitamins, watches, and more — most people preferred either the 2nd from the cheapest offering or the middle-priced offering (out of 5 different prices).
Exception — "Bargain Hunters" Of course, there is a small group of "bargain-hunters" out there. People who enjoy the thrill of finding the cheapest deal. You can win these customers if you’re cheaper than all alternatives, but they will never become loyal to you. The first alternative that undercuts your price will get them. If you’re Wal-Mart, you have to care about these customers – they’re your targets. But many, possibly even most, companies will have fatter profit profits if they leave this group to others.
Exception — selling products with model…