Today I’m going to get all Cesar Milan
on you, and in case you have been living
in a cave for the past few years, he’s
a famous dog trainer called The Dog
whisperer.
No, I’m not calling you a dog.
No, we are not going to even talk about
training dogs today.
What we are going to talk about is
training your customers to view your
business the way you would like them to
and to understand the positioning of your
prices.
This is where Cesar comes in…
Since I have a dog and I love the show,
I thought this would fit in quite well.
When you are training a behavior, you
need repetition and consistency in your
response.
Of course you cannot TRAIN someone to
make a purchase from you if they have no
interest in your product.
But, what you can do is train them to
view your business the way you want them
to (for the most part).
Since we are talking about pricing this
week, in honor of the soon-to-be-revealed
Ultimate Pricing Report, I thought this
would be a good little tip for today.
You train your customers to respect your
level of pricing by giving them an obscene
amount of value for what they are paying,
by never (or very rarely) discounting, and
by not competing with your competitors on
price.
If you have a sale all the time, you are
training your customers to wait for the
next one, that your prices are not your
TRUE prices (the sale ones are).
If you compete with your competition on
price with the old bring-in-anyone’s-coupon
trick, then you are just racing them to
the bottom of a very dark hole, training
your customers that all they need to do
do is find a coupon, because your product
is just a commodity.
If you offer an obscene amount of value,
you are training them to ONLY do business
with you, because of how much they are
getting in return for the price (which
just happens to bring you a lot of profit).
Train them to respect your prestigious,
value-driven position. Try to become the
top-dog in your market.
Show your customers the same experience
and a consistent treatment, all in the
direction you want them to go.
Dump the price shoppers and sleep happily
each night.
Sit… Roll over… Now go get ‘em!
Until tomorrow,
Joshua Black
P.S. Yes, the Ultimate Pricing Report
will be out SOON. Not sure yet on the exact
date. People are alrady asking, so I thought
I’d give you that update. So far that’s all I
know.
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