Chapter takeaways
Nine answers to the question, ‘Why pay more?’
– genuinely better product, clearly communicated
– highlight the risks, provide reassurance
– show the trade-offs customers are making with lower prices
– give customers price steps for better specifications and let them choose
– encourage customers word-of-mouth recommendation – they can sell premium prices better than you
– create the appropriate quality context for communications
– use colour association to convey quality
– use sensory cues like touch, sound and smell to shape perceptions
– seek opportunities for pricing theatre and entertainment.
You need accurate billing systems and invoices that customers can understand.
How to announce price increases – ten best practices.
How to increase ...
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