Redefine "consumption attributes" and your products can be sold at a higher price!

When people judge the value of a product, they will first measure it, that is, they have a "scale" in their mind, which is called a "mental account" in the field of psychology. By controlling the direction of the deviation of the "weight", merchants can change the value of the product in the minds of customers, so that their products can be sold at a higher price. This "weight" can be understood as the "consumption attribute" branch under each person's psychological account. How to redefine the "consumption attribute" to make the product sell at a higher price? Let's take a look.

From the perspective of selling products, you sell products to customers and collect returns;

From the perspective of buying a product, it is the customer who purchases the product and pays for the corresponding value;

Looking at it at a more detailed level, how do consumers judge the value and pay for products?

In fact, when people judge the value of a product, they will first "measure" it in their hearts. In other words, everyone has a "scale" in their hearts!

And we all know that if we want to control the measurement standard of a scale, we can adjust it through the "weight"...

What I want to tell you now is that this "scale" has a term in the field of psychology, called "mental account".

Merchants who have mastered this ability only need to control the direction in which the "weight" deviates to change the value of their products in the minds of customers, thereby allowing their products to be sold at a higher price!

You can understand this "weight" as the "consumption attribute" branch under each person's psychological account.

That’s right, I want to teach you this ability: the ability to control the “weight” in consumers’ hearts!

1. Product Value Judgment Process

To master the ability to control the "weight", you first need to understand the process by which people judge the value of a product.

However, due to space constraints, relevant knowledge points and those overly conceptual things will not be discussed here. Students who want to know more can search online.

After all, the content I want to output will try to focus on knowledge points that you can't find outside!

What you need to understand here is that each of us has many types of mental accounts in our hearts, which extend to many different consumption attributes;

Secondly, before consumers buy a product, their brains will automatically "calculate" something like this:

• First, "judge" the product value through mental accounting;
• Based on the obtained “results”, we can then “judge” whether the product is “worth it”;
• If you feel the value, you will pay the corresponding fee;
• Feeling that it is not worth it, they usually give up the purchase;

But you also know that our brains can "calculate" so quickly that you may not even realize that you have thought about it...

This is what we often see people discussing: Is a product worth buying at a certain price?

Okay, now that you know the customer’s inner judgment process of the product value, and according to the method shared by Teacher Fox below, you can change the value of our product in the customer’s mind by “controlling” the customer’s psychological account!

2. Consumption attributes

As mentioned earlier, there are many types of mental accounts, but most of the readers of this article are probably product developers or entrepreneurs.

Therefore, we only need to focus on two properties:

1. Consumption
2. invest

These two seemingly simple keywords are of great significance, which determines how much customers are willing to pay for your product;

If you "define" different attributes for your product, it will also lead to two completely different results.

1. Consumption

Consumption is the amount that customers are willing to pay for this product or service.

If you define this attribute for your product, you need to focus on shaping the value of the product;

As long as you can make your product "look" more valuable, customers will pay you more!

for example:

These Ganoderma lucidums were picked by local villagers in Changbai Mountain deep in the forest. It took a month of hard work to pick 20 kilograms. I kept 5 kilograms for myself and sold the remaining 15 kilograms...

Even though it is 10 times more expensive than ordinary Ganoderma lucidum on the market, many people are willing to buy it. At least it is purely wild from Changbai Mountain and the quantity is limited.

2. Investment

Investing means that customers seem to be buying a product at the moment, but in fact they are buying the future.

So since you are selling the future to your customers, you should describe the "future world" after they buy your product as beautiful;

The higher the customer “feels” the future returns will be, the higher the fees they are willing to pay you!

for example:

If you buy a house in the central area of ​​a first-tier city, its value will increase X times in the next N years. Even if it is 10 million now, there are still many people willing to buy it for the investment appreciation.

Therefore, if you want to increase the average order value of your products, you can choose products with "investment attributes".

There are a lot of such products. Even some products that originally have "consumer attributes" can be given "investment attributes" to increase the average order value!

3. Redefine consumption attributes

The so-called "redefinition" of consumption attributes here can be divided into two types.

1. Define products with “consumption” attributes as “investment” attributes

Because consumption attributes and investment attributes have their own advantages and disadvantages, when selling different products, you need to adopt different strategies based on actual conditions.

For example: you sell a 30,000 yuan early childhood emotional intelligence training course;

You want your parents to pay 30,000 yuan in tuition, which is a very high expense for most parents.

According to the normal sales method, customers would think that it is too expensive to spend tens of thousands of yuan to let such a young child take courses, and many parents would think it is not cost-effective;

Some even think that instead of spending tens of thousands to learn these messy things, it is more cost-effective to spend a few hundred yuan to buy a toy for the child...

At this time, the customer defines the idea of ​​"cultivating children's emotional intelligence" as a "consumption" behavior, so he thinks the course is too expensive and not worth it!

At this time, if you want to define the "consumption" attribute as an "investment" attribute, you must tell your customers: You are investing this money in your child's future!

For example, you tell these parents that there are many benefits to cultivating and training children's emotional intelligence when their brains are just beginning to develop.

a. It can improve children's future academic performance, making it easier for them to study in elementary school, junior high school and high school, saving a lot of tuition fees in the future;

b. Children with high emotional intelligence will be good at managing their emotions, which will save their parents a lot of worry;

c. In future work and life, people with high emotional intelligence are more likely to succeed and have better interpersonal relationships;

d.……

Anyway, you have to tell the customer that the 30,000 yuan spent now is an investment in the child's future, and it also helps the customer save money and worry...

At this time, the customer calculates that the 30,000 yuan emotional intelligence training is really not expensive, and the savings in the future are more than 30,000 yuan. Since it is not expensive, just pay it.

Of course, this is just one case. There are many details involved, such as combining it with price anchor strategy, etc. You can refer to my previous articles for details.

2. Define products with “investment” attributes as “consumption” attributes

This method is usually used on more expensive products to make the products seem less expensive!

For example: investing in a beauty salon.

If you want to open a beauty salon, you need to invest 500,000.

But you only have 200,000 in your hand, what should you do with the remaining 300,000?

Most people would go to friends or banks to borrow money.

Smart people will find 30 targeted customers and tell them that there is an internal event!

Now is the internal benefit in the early stage of store opening. You only need to top up 10,000 to open a membership card, and you can:

1. Become our honorary member, and your photo and introduction will be displayed on the honor wall. You can get commissions by recommending friends to consume here.
2. Get 10 free XX services worth 500 yuan, and the remaining 10,000 yuan can still be spent in the store, and you can enjoy a 10% discount on the regular member price;
3. We organize an annual meeting at the end of each year and give products worth RMB XXX to the top three honorary members who recommend the most friends.

At this time, you receive an "investment" fee in advance, and your funding gap is made up. After all, the recharged fees are just the normal consumption of customers;

Moreover, you can also let these members actively help you promote fission and introduce more accurate customers.

Because there is commission rebate, and she brings her friends over and hangs her own photos on the wall of honor, which gives her a sense of honor.

On the contrary, if you ask these customers to invest 10,000 yuan each, few people will be willing to do so, because they think the investment risk is relatively high and not worthwhile. However, consumption is different, because the money is spent on yourself.

Now, you redefine the "investment" attribute as a "consumption" attribute. As long as you can make users feel that the money they spend is "worth it", it will be much easier to get them to pay!

In fact, such cases are everywhere around us. Pay more attention, think more, and understand more, so that you can improve faster!

As for the more in-depth gameplay, I will not go into detail here. After all, this is advanced knowledge. Future articles may reveal some knowledge points, but the detailed gameplay can only be shared in a small range, because some gameplay is too lethal and can easily be used in crooked ways...

IV. Conclusion

Only by understanding the process by which consumers judge the value of products can we "redefine" consumption attributes. If you don't understand, it is recommended that you repeat the first half of this article!

Consumption attributes are not limited to "consumption" and "investment", but also include "emotion", "scenario", "accident", etc. More advanced ones can use "hint". It seems that most scholars on the Internet only share conceptual things. If you are interested, please tell me and I will continue to share more in-depth practical content.

The "consumption" and "investment" attributes discussed in this article can be converted into each other in different scenarios. The key is what the product proposition of your design is!