Why Chinese Sellers Insist to Sell at 70 Dollars When People are Willing to Pay 100?
Hello everyone, this is Wei Xiaowei.
I am an entrepreneur, so I often think about one thing: what is the key to doing a long-term good business?
In fact, this question, even if you are just a white-collar worker, should also think about it-who is not selling labor and then exchange for soft sister currency?
The so-called “business” is essentially “exchange”.
It does not necessarily mean to really set up a stall, open a store, or be a company.
And a recent incident, inadvertently gave me the answer.
1
A few days ago, I had some red rashes on my skin, but I didn’t dare to go to the hospital (special period, you know). I was very anxious.
A friend heard that and gave me a grand recommendation of a hospital called Dayihui in Guangzhou.
There are three reasons for recommendation:
- First, experts sit on the clinic without queuing;
- Second, full VIP VIP service, feel great;
- Third, because the registration fee is very expensive, so no one is more suitable for your rich wife.
Black question mark face? ? ? When did I become a rich woman …
However, I was too lazy to pursue this issue with him. Since all three points hit my expectations, I spent 280 yuan to register an old expert.
On the day of the doctor, I encountered three quite unexpected things:
First, in an era where WeChat mini-programs can solve problems, this VIP-level hospital actually allows a group of people to squeeze together to fill out paper forms-five!
The entrance was tossed up and crowded. My glasses shattered and said, “No one”?
Secondly, in an era where a blood routine result can be produced in an hour and a half, let me wait for an hour and a half and tell: the testing machine is broken and is being repaired. You will get the result two days later!
Third, in the era when many hospitals have implemented machine medicine delivery, the girl who issued the medicine told me: Sorry, the medicine the doctor prescribed for you has expired, we are gone … no …
Since then, I have blackened this hospital that advertises VIP services.
In addition to pulling black, I immediately checked the Internet and found an amazing fact:
This private hospital has a lot of Baidu ads! It is estimated that the cost of pulling a new customer has exceeded my consumption of 1,000 yuan.
However, it could not retain a user who spent 1,000 yuan to get it back.
Isn’t this what we often say: “While crying desperately while desperately catching customers”?
We are really not uncommon in cases where these two acts are being done at the same time.
2
Take the most common Wechat merchant around me.
Personally, I don’t think WeChat is a low industry, and I don’t even think I need to learn from them.
But in my circle of friends, there are also two types of WeChat:
- One is shouting,
- One is not shouting.
The shouting Wechat merchants often talk about the products very beautifully-
Taking a sip of pear ointment can control your spirits, make you look bright, and turn around into a fierce night.
Applying a mask will make you fresh and fair, with no spots, and young teenagers in three seconds.
However, even if this kind of shouting Wechat merchant sends a dozen circles of friends a day and gives all of my circles to Baping, I basically won’t place an order to buy it.
Because I once believed it because of human feelings, and then I was disappointed-the so-called product efficacy, everyone knows that there can be a tenth of the legend, it is already Amitabha.
It may take a month to build trust, but it takes only a second for trust to collapse.
Why does trust collapse?
It’s very simple, the products we get can’t keep up with the original expectations.
Wechat without shouting feels much more advanced.
There is one in my circle: every day, the circle of friends writes about their own product experience, life photos, and small feelings.
But once you recommend something occasionally, it must be cheap and good, with many discounts, and we will also provide customer service for you 24 hours.
I asked her: Why can’t you be patient without advertising?
She laughed:
I am advertising every day, but I am sending out the actual results.
Let you know that if you eat my products, you can’t be a fairy or a queen. The effect of weight loss is very slow. Everyone’s expectations are low, and my business has been doing for a long time.
I was shocked: Sure enough it was advanced! This little girl did the most important thing right.
This is the essence of all business for a long time: to narrow the distance between the expected value and the actual effect.
The unstoppable truth is so simple.
Looking back at the Dahuihui I went to see a doctor, did it really do anything wrong?
Outdated registration methods, broken machines, and expired medicines are all wrong. But it seems that all the errors are related to the 280-dollar “high price registration fee”.
If it is an ordinary hospital with a charge of 5 yuan, it never advertises that it does not line up, does not close, one-stop, high-end services and so on … I think that is simply heaven.
No matter how complicated this business world is, no matter how many types of product positioning you have, there is only one logic behind good business —
Ability is worthy of the ambition to speak out.
3
So, how to make yourself more and more popular, the future is getting brighter?
Just look at a method: let the expectations of others be close to what you really do.
Take the recent example. Luo Yonghao’s live broadcast debut did bring a lot of goods, but the slot is full.
From the two million viewers that started broadcasting, and then to 800,000, it became clear that most viewers couldn’t stand it anymore.
For this first show, most people look forward to watching the Duanzi show, at least there are some funny classics.
However, I was disappointed, no.
Some are just regrets at the scene of the car accident-for example, introducing XGIMI projectors, but missed the competing product “Nuts”; talking about L’Oreal’s cleansing set, directly saying “this is something that can not be said at all” …
Not to mention the wrong brand, the wrong product, the slow rhythm, the wrong shelf, and the delivery delay that broke out in the past few days.
The traffic is skewed, the poster is the domineering circle of friends, and the public account owners have given him a helping hand. In the end, people will only comment “Although there is a lot of traffic, Li Jiaqi is a brother.”
In essence, Lao Luo also worked very hard, at least using his best efforts to complete the turn from entrepreneur to anchor.
It is a pity that because the momentum is too strong and the expectations are too high, his performance that night can only be said to be “unsatisfactory.”
So, when you have a fierce operation, you find that your customers do n’t know why they are gone-probably because the expectations you gave them are really too high.
The smarter the person, the more they know how to use this to make themselves look shiny.
For example, I have taken two interns before, both of whom have just left school.
To be honest, I do n’t expect much from them, but if everything is done properly, I have to doubt my life.
But their attitudes towards jobs that they cannot complete are completely different.
One of them, when it comes to things that cannot be done before the deadline, make it clear to me two days in advance and ask for resources;
The other one, who never speaks, works hard after burying his head. It is always after the deadline that he slowly tells me that he can’t finish it.
Obviously, a normal boss must have a bad impression of the second one when the two people have similar abilities.
After all, the interns who raised their hands for help at least gave me reasonable expectations; the other can only be said that the students interpreted themselves as unreliable.
The same is true of doing business.
If your expectations for customers are 100 points, then even if they achieve 99 points, they are reluctant to pay you 1 cent more.
But if you give the customer an expectation value of 70 points, then you achieve 80 points, even if the quality is far worse than 99 points, but the customer will continue to buy.
Here is your strategy for doing this business-
Things that could have been bargained for 100 yuan were sold first for 70, or even lower experience prices.
Wait until the customer feels worth it, and then slowly increase the price.
Don’t sell dog meat with sheep’s heads, and blow up the products as soon as you come up.
Because in this era, no one is stupid.
If you are really selling Xiaomi, don’t blow yourself into an apple.
It is also a kind of awe to the market to do the positioning in a down-to-earth manner.
4
Write at the end.
Back to the story of the VIP hospital at the beginning of the text.
My friend who introduced me to see a doctor listened to my experience, dumbfounded: “How is it possible! People have taken 1.5 billion in financing projects!”
I said: “The Rui Xing coffee, which falsified 2.2 billion, went on sale for $ 695 million.”
So, don’t envy those businesses that are currently very beautiful, but you also think it has nothing to do with it.
Don’t look up on those who are lavishly talking about today, Xi Tim Maserati, and tomorrow who bought 10 Chanel.
The secret of a long-term business is that you always do what you say, and you never cheat.
Xiao Wei’s nagging:
Many people understand the truth mentioned above, but it is difficult to do in real life. For example, masks, forehead guns, the price was raised to 5 times 10 times a while ago, everyone wants to make some quick money, and then think about the next wave. But I have a friend who is a micro-business, and always insists on selling products in the circle of friends to send masks. When ordinary masks are fried for 10 yuan, they still insist. So today, when the price of masks has dropped, many of Weishang’s friends’ masks have returned to a dollar, and her products are still selling in full swing. Maybe this is the secret of long-term business, I hope it is useful to you.
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