Marketing that Sells: Customers Seek the 'Next Level Up'

You decide to buy a home and visit a housing exhibition.

After carefully considering your income, repayment plans, and the size you need, you decide to look for a home with a budget of 20 million yen.

However, as you walk around the exhibition, your dreams grow, and you convince yourselves that 'we can manage this!' and end up buying a 25 million yen home.

This is something everyone experiences.

Even with cars and home appliances, it is common to end up buying something more expensive than you had originally planned.

This is because people are always seeking the 'next level up'.

It is because the desire for something closer to an ideal or something you admire is stronger than the desire for what is necessary or what fits your current means.

If you judge that you can afford it by working a little harder, you will end up buying the 'higher-end' item.

Among such people, some may have regrets, but in most cases, they are very satisfied with having worked hard to make the purchase.

They believe their decision was not wrong. (Psychologically speaking, it is just the desire to think so.)

For the seller, there is nothing more delightful than this.

Not only is a high-priced item sold, but the customer is also satisfied.

If you only handled products at a level tailored to your customer base, your profits would be modest, and you might not be selling as much.

It is precisely because you offer products that are a little 'higher-end' that they catch the customer's eye, stimulate their psychology of dreams, ideals, and aspirations, and allow you to earn greater profits.

Even if they don't sell, you must keep them in stock.

That is because they also become the value of your store.

A store that only handles average-level products is nothing more than an average-level store.

However, if you handle items that are a little 'higher-end,' you are seen as a high-class store.

Furthermore, the very act of using that store also increases the customer's level of satisfaction.

And eventually, they will start to think that they want to purchase those high-end items as well.

That is where the next sales opportunity is born.