Smarter Pricing: How to capture more value in your market

Here is the price . . . plus one last benefit

Sales trainers teach a way to overcome the negative effects of communicating price in a sales transaction. The technique is to present the product benefits, give the price and then add one additional benefit, so that the final customer impression is that he or she is receiving value. Altered Image, a hairdresser in Berkhamsted, England, adds to the foot of their receipt the phrase ‘Hope we have made the difference. We look forward to seeing you on ______ (date of next appointment).’ The added value is a diary reminder.

Action: Seek out small additional benefits that could be communicated after the price is advised in order to leave the final positive impression.