Ken Uchikura’s Newsletter Vol. 101 We all want to be special.

It's no fun to buy something at list price. The reason being, you can always buy things at list price, so there's no need to rush to purchase it. Also, if it's not something you really need right now, you tend to think that if you wait a little longer, it will be cheaper. Especially at this time of year in the U.S., there are Black Friday and Christmas sales coming up. It doesn't make sense to buy at a fixed price right now.

So what about outlets? All items in their line-up are discounted from the list price. It looks like a pretty good deal, but in fact, there are many cases where the items in these line-ups are made specifically for outlets. In those cases, it's not a bargain, to say the least.

I am very glad to buy things at less than the regular price, but I don’t buy them solely because they are cheap. Can you really say that it's cheaper when everyone else can also buy it at a lower price? A real bargain must be felt when you buy a product for less than anyone else. When you have a sale, it's important to provide your customers with this feeling.

Have you ever thought about how you can offer them this feeling? Quite a lot of stores do this, but here are a few things you can do.

(1) Limited time products
(2) Limited number of products
(3) Only available to the first few people

I'd like to end today's newsletter by talking about most powerful way to make customers feel special. It’s individualized sales, and this is what makes customers the happiest. This is where the salesperson talks to the customer on an individual basis and gives them special treatment. A mimetic example of this is external sales within a department store. This is what customers find most special.

Kenichi Uchikura
President / CEO
Pacific Software Publishing, Inc.
ken.uchikura＠pspinc.com

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