---
title: "Higher Price, Customers Will Still Buy! (Essential Reading for Sales)"
description: "When traveling, have you ever searched the internet extensively to find the cheapest hotel? If you found a place 30 yuan cheaper, you might feel delighted. But upon reflection, it's just 30 yuan. Hours spent at the computer for that? In fact, customers enjoy the feeling of a bargain or the game of finding a cheaper option, not necessarily saving money. This article explores the psychology behind pricing and offers strategies for salespeople to increase prices without losing customers."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-06-05"
language: "en"
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markdown: "https://xinjignxiao.com/en/articles/higher-price-customers-will-still-buy-essential-reading-for-sales-161a10a3.md"
original_source: "https://mp.weixin.qq.com/s/3i-cd66r3B2tgcmsBnD5HA"
translation: "https://xinjignxiao.com/zh/articles/%E8%B4%B5%E4%BA%86-%E5%AE%A2%E6%88%B7%E4%B9%9F%E4%BC%9A%E4%B9%B0-%E9%94%80%E5%94%AE%E5%BF%85%E8%AF%BB-161a10a3.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/higher-price-customers-will-still-buy-essential-reading-for-sales-161a10a3/"
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# Higher Price, Customers Will Still Buy! (Essential Reading for Sales)

> When traveling, have you ever searched the internet extensively to find the cheapest hotel? If you found a place 30 yuan cheaper, you might feel delighted. But upon reflection, it's just 30 yuan. Hours spent at the computer for that? In fact, customers enjoy the feeling of a bargain or the game of finding a cheaper option, not necessarily saving money. This article explores the psychology behind pricing and offers strategies for salespeople to increase prices without losing customers.

> When traveling, to book a room, have you ever searched the internet extensively to find the cheapest hotel? If you found a place 30 yuan cheaper than others, aren't you delighted?
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> But think calmly: it's only 30 yuan cheaper. Did you really spend hours at the computer just to save 30 yuan?
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> In fact, customers enjoy the feeling of a "special sale" or the game of "even if it's 30 yuan cheaper, I want to find a cheaper place," not genuinely saving money.
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> Of course, not 100% of customers enjoy this game; some genuinely want to save money.
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> So, how are these people distributed?
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> We can use the so-called "2·6·2 rule" to explain. For example, worker bees, often seen as industrious, are said to have 20 out of 100 very good at work, 60 average, and 20 lazy.
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> Consumers are similar: the top 20% are those who "never buy discounted items," the bottom 20% are those who "only buy discounted items," and the middle 60% are those who "buy both discounted and regular items," playing both sides.
> "High-spending customer marketing" targets the top 20 and the middle 60, totaling 80 people.
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> How to capture these "both-sides" customers is the essence of high-spending customer marketing.
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> Incidentally, the bottom 20% who only buy discounted items believe "cheap is everything," so after you implement high-spending customer marketing, they will gradually leave.
**But don't worry. Based on my experience, this group not only likes cheap goods but also tends to demand "twice as much as others." Therefore, if you completely get rid of this group, you can save the effort spent on dealing with unreasonable demands or complaints, which is a cost saving in time and spirit.**
**Some might argue: "You say it easily, but our products can no longer offer more value to consumers, so we can't raise prices!"**
**Don't worry; I'll tell you how to increase perceived value without changing the product content.**
Psychological Traps That Prevent Price Increases
**Trap 1: Afraid to Raise Prices**
**"I dare not raise prices" is a common situation. Such operators seem to strongly feel that "raising prices is bad for customers." Indeed, no customer is happy to hear "prices have increased," and unreasonable price hikes are not good.**
**However, if you think long-term for your customers, you should actively raise prices moderately.**
**Because to continue providing excellent products, you must earn appropriate profits and then use that money to enhance the added value of your products. If you keep discounting and eventually can't sustain it, you might cut corners and harm customers.**
**If you truly hold this belief, you won't feel guilty when you raise prices moderately.**
**Trap 2: Explanations Become Too Technical**
**Manufacturers explain enthusiastically, hoping customers feel the value, but sometimes no matter how they explain, customers just don't get it. This is often because the explanation is too technical, making it hard for customers to understand.**
**Based on my experience, what manufacturers think is "easy to understand" is actually about 10 times more difficult than what the average person can comprehend.**
**Therefore, reduce the difficulty by 10 times so customers can understand. Similarly, only by further simplifying can you clearly convey product value. Note: it's not that customers can't feel the value; it's that the explanation is too hard. If you lose customers for this reason, it's a pity.**
**Trap 3: Assuming "Same Product, Same Price"**
**Many ask: "Since the products are the same, don't we have to refer to competitors' prices to some extent?"**
**Not at all. The reason is simple: if you create added value, customers will see your product as completely different from others.**
**For example, a bottle of cola sells for 2.5 yuan in a supermarket, but at McDonald's, a cup of cola with water, ice, and less quantity sells for 5 yuan. Although both sell cola, the customers' needs are completely different.**
**Remember: customers come to your company because they want to "hear stories," "dream together," and "learn new ideas." Once you understand the added value of your product, you'll see there's no need to be bound by the same price.**
**Trap 4: Unknowingly Recommending Cheap Items**
**Indeed, from the perspective of "reducing customer spending," recommending cheap items makes sense. But do customers only want cheap?**
**Suppose you are hospitalized for a disease and need surgery. The surgery options are "premium, 100,000 yuan," "standard, 70,000 yuan," and "basic, 30,000 yuan." Assuming the more expensive, the less pain and fewer aftereffects, which would you choose?**
**I would choose the 100,000 yuan level without hesitation. Of course, if I couldn't afford it and couldn't borrow money, I'd reluctantly choose "basic."**
**This shows that customers don't just want cheap.**
**Regardless of the customer's budget, it's important to explain carefully and confidently recommend products based on your expertise. If after explanation, the customer still chooses the cheaper option, then there's nothing you can do.**
**Remember: it's not about being cheap; it's about meeting the customer's overall needs.**
**Trap 5: Always Targeting the Wealthy**
**"Unknowingly, I only recommend products to customers who look rich."**
**But as mentioned earlier, even the wealthy don't buy things they don't need. On the contrary, those less wealthy will try every means to buy what they want.**
**Of course, from the "want" perspective, the wealthy do buy more decisively because they don't need to bargain. So, it's okay to target the wealthy specifically. However, if you only focus on wealthy customers, you'll miss many opportunities.**
**For example, it's increasingly common for young newlywed office workers to buy a house with a 30-year loan without even a down payment. There's no causal relationship between "having money" and "feeling the product has value." The wealthy just decide faster.**
**- END-**
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