Why do we keep pushing prices down?

How to stand out from the vicious circle of "low price"? So as to achieve "winning by quality". The author of this article uses specific examples to illustrate the key to selling products.

I went to Pandora for a haircut last month and found that Tony is a great hairdresser! When cutting hair, he not only listens to your ideas about the hairstyle, but also cuts a hairstyle that suits you based on your hair quality, face shape, and needs.

1. Sell solutions instead of products

Compared with the barbers I met before, he is more like a hairdressing solution provider, not a salesperson who only urges you to recharge, apply for a card, or get a perm. Providing solutions is far more effective than selling products. At the current market price, most people fall into the dilemma of just wanting to sell products.

‍‍‍‍This time when I went to him for a haircut, I found out that he was the chief director of the store. He specifically asked for extra money to serve HHH, and this time I was paying for his skills.

Chatting with him also refreshed some of my cognition. I asked him whether the titles of barbershop director and senior design director were written randomly;

He said, no, Pandora also has assessment standards, there will be new customer development and old customer retention rate, of course there are other standards. Currently, the store has two hair directors, and the rest are chief and other designers.

Not only the hairdressing industry, but also the catering industry such as Xibei also has star ratings. For example, chefs are basically rated four or five stars. The higher the star, the better the corresponding benefits, and it is also easy to motivate other employees to get stars.

I asked you why it was you who cut my hair last time I came to your store, but you asked for extra money this time.

He said that the director also lost old customers and needed new customers. Also, I waited too long last time, so he cut my hair to prevent customer complaints. When he cut my hair, he found that my hair was hard, so he made some adjustments.

This is the difference between people. With the same ingredients, different chefs can make different flavors. The deeper you dig into the needs of users, the different prices your products will be sold at. When users feel that you are highly professional, they will naturally be more willing to pay.

Even with the spotlight on Xiaohongshu, some people only sell products, while good salespeople sell dreams, the fear that competitors are all investing and if you don’t, all your customers will be sucked away.

2. About paid learning

He said that he would also attend training next week and had signed up for a course worth about 30,000 yuan. He basically spends this much every year.

Before, I thought that people like barbers would have a low willingness to pay for learning, but he said that the more outstanding people in this industry are, the more willing they are to pay to learn.

The key is that he is also very thorough about paying for knowledge, and frankly said that learning may not necessarily learn anything. In fact, if you spend money, you will study more seriously, and at the same time, you can check out what new design styles are available now to keep up with the times;

Why have people been saying that paid knowledge has lost its appeal recently? Is it true?

It is not the case. The expectation of paying for knowledge has changed. It is unrealistic to think that you can build up an account and get positive feedback just by paying once.

There are many factors that contribute to the success of an account, including time, writing skills, and presentation skills;

Failure is the norm. Behind every successful case, there are a large number of failed cases. At this stage, paying is still the fastest way to learn, whether it is buying books, joining groups, accompanying others, or paying for consultation. By paying, you can quickly get the experience summarized by others, upgrade it to your own, and leverage learning to increase your skills.

HHH, this time I specified a paid service, and I felt that he was more serious about cutting hair. In just one hour of chatting, I also had three thoughts:

1. Don’t sell products, sell solutions;
2. Lower your expectations and keep a normal mindset
3. Pay, pay, and continue to pay for learning

Author: Jianghe Chats About Marketing

Source: WeChat public account "Jianghe Chat Marketing"

This article was originally published by @江河聊营销 on Operation Party. Any reproduction without permission is prohibited.

The title image is from Unsplash, based on the CC0 agreement