This system is not static, but is modulated by various factors (discounts, time staggered payment, etc.). Brain researchers can determine now alone due to the activation of appropriate areas of the brain, whether subjects would or not buy a product. So, the question arises every company: thus we give our customers rewards in the form of good feelings? Where: the darker the subjectively perceived reward in the course of a purchase, we are more money pain ready, to pay. Good feelings may cost. The who, however, gets a bad feeling, consoles himself (consolation prize!) with low or discounts across a maximum. That explain the low customer loyalty in markets that are in the price war, so Christian Scheier is successful what brand in his book: the cerebral rewards are missing. Rewards make addictive and thus also loyal.
What are people really buying who wants to win the competition in the future, must be so more invade than take random to reduce prices. A positive perception of price is not influenced by individual mourners, but through a consistent, transparent and customer-oriented pricing strategy. The price is the victim of a preserved benefit and a good feeling. Clients must experience so the price in comparison to the preserved rational and emotional performance as cheap. Who gets more benefits dependent on subjective feeling, as he must pay for it, is ready to buy.
Finally to buy people not products, but solutions to problems and good feelings, and the fulfillment of their wishes and dreams. And this concerns not only the consumer business. Also the seemingly factual, taken in the male-dominated boardrooms strategic decisions have mostly with emotions to do: prestige, power, Reviergehabe, with position battles, with fear, the connection to lose or concern for professional survival. Seller must be so people reverse riser and not price breaker. Who himself permanently from the price war want to adopt, chop once all customer relevant processes in their steps. At every point of customer contact (customer touchpoint) is considering then, how to better design the interaction with its customers, simplifying their lives and increase their usefulness. Or how to touch them emotionally, sweeten their existence, give them time and surprise them again on the new. Not money is the scarcest resource, but the time for many customers. And for some, space, peace and freedom is the greatest luxury. Who wants to buy these things and can, who don’t look at the price tag. The author Anne M. Schuller is a management consultant and considered to be the leading expert for loyalty marketing. Over 20 years, she has worked in senior sales and marketing positions of various international service industries and several awards. The diploma in business administration and eight-time book author is one of the best keynote speakers in the German-speaking world. She works also as a business trainer and teaches at several Universities. You heard the excellent speakers’ to the circle. Their customers include the elite of German, Swiss and Austrian Economics. Contact: Successfully negotiate successfully BusinessVillage sell 128 pages 21.80, ISBN 3-93835-810-6 How to win people and markets in 2005, book tip