Whenever I walk into iStore or PStore to buy products of Apple, initially (sometimes now as well) used to notice that a few options that appear to be abnormally expensive. I wondered, Does these stores will very rarely sell these products? Compared to Rs.70K+ laptop, a Rs.30K+ laptop doesn’t sound like a lot of money even if the same laptop is available for Rs.25K+ at another seller. A similar principles applies to the order in which products are presented by salesperson at all times.
If you happen to buy a suit or pizza or Apple products, the add-on’s or accessories seem expensive, so why not? This can happen because our perceptions are influenced by information gathered from the surrounding environment we live in. We are likely to make decision based on the information gathered – using a contrast is important to influence our decision. We tend to buy the add-on’s because at times we feel it’s inexpensive, even though it increases the total purchase price by ‘n’ percent. People who owns a car can understand it very well. How does one control this perception of contrast? Framing is one of method by giving a comparative, it doesn’t mean its less expensive. For example, pursuing MBA from top B-School in world might be expensive compared to online. Comparing online to self study MBA, earlier might looks expensive. As a salesperson we need to learn to take advantage of contrast while presenting offer, and it is likely that the potential customer favors the offer.