Don’t be afraid, talking about money with users is not that scary!

Does anyone have this feeling? Many operators are afraid to talk about money with users when they are working on the ground. Therefore, whenever we organize activities, do user operations , or promote products , we instantly think of "sale" and "free". Once we come into contact with higher-priced products, we lose confidence and are always cautious for fear of touching the nerves of user conversion .

Can’t operators talk to users about money in an open and equal manner?

The inertia of thinking about operations activities is discounts, discounts, and free gifts. When the operations KPI is bundled with sales, the ease of meeting targets brought by these strategies and methods will make people unable to stop. After all, when the targets are met, leaders and colleagues will give thumbs up, and the data will feel very good.

In addition to the intuitive effect stimulation from the data, another important reason is that there is a lack of iterative and updated thinking in the understanding of users. People always believe that Internet users can only accept low prices or free services, and the average order value can only be within a certain range.

Users’ thinking about prices is a dynamic process:

• There is demand, but they are price sensitive;
• There is demand and a reasonable price can be afforded;
• There is no demand, but there is a preference for low prices;
• There is no demand, just following the crowd;
• …

Users will change between these states, which may be related to brand education or demand choices. What is certain is that this is not a fixed state, but is constantly changing. If operations only use one state to judge and understand users' thinking on prices, the corresponding operation method will naturally be solidified.

Users understand price not as an absolute value, but as a relative value.

When users judge prices, they consider the question of "whether it is worth it" . On the one hand, they will compare the prices with similar products, and on the other hand, they will compare the prices of other alternative options. Using a single number to frame the user's psychological pricing for a product is no longer suitable for the ever-changing user price perception.

The price of a product is determined by comprehensively considering user choices and market conditions. If you blindly lower the price to below the cost price just to meet the sales volume KPI of the activity, and give in when it comes to high-priced products, where is the courage you promised to operate?

Don’t forget, users need to be managed!

For user operations and activity operations , if the company's operating costs are output without any bottom line, this may attract a group of users in a short period of time, but once the original business trajectory is restored, the result will be rapid loss of users.

This is not just a question about targeted users, it is also a business issue. Business operations require consideration of input and output. Unlimited transfer costs are obviously not a way for a business or product to operate sustainably. Moreover, operations are based on equal exchange in an open market environment. Short-term unequal transactions will lead to unbalanced cognition and give users a sense of value imbalance.

If a product can be sold in large quantities for 9.9 yuan, how can users be convinced that the product is actually worth hundreds of yuan?

Operations should not generalize about products

Some operators, when they get a product and see the simple packaging, think that the product is not worth such a high price, not knowing that the intrinsic cost price of the product is very high. Please, you are an operator, a professional, an operator, not an ordinary user? Can you look at the product more comprehensively?

Operations cannot use one dimension of a product to hijack the product’s pricing strategy. What is needed is a comprehensive approach to product pricing. Only when you have a more comprehensive understanding of the product's value can you talk to users about money with more confidence.

How do operators negotiate money with users?

Operations are about managing a product and doing "equal" transactions with users. There is no need to adopt extreme methods to avoid negotiating money with users in order to avoid low conversion rates caused by inaccurate customer acquisition.

For example:

1. Weaken the price of the product in copywriting or visually
2. Frequent low-price promotions to cater to users in price-sensitive marginal areas
3. The price is revealed at the final conversion step, consuming the initial education cost
4. …

Try every possible means to use some operational tricks to temporarily weaken users' understanding of prices, sometimes by strengthening preferential prices, and sometimes by deliberately weakening the display of prices in the process.

In fact, this gives users a sense of psychological deception. When users develop a demand after trying a product at a low price for the first time and start to consider repurchasing, they will easily feel deceived when they see the regular selling price. They will question the value of the product itself. This is also one of the reasons why many products return to their original prices after promotion, and even the target users are seriously lost.

There is no way to avoid talking about money with users ! Operators should not give in in front of users, nor should they be overly cautious. The operational capability lies in how to negotiate money with users elegantly and effectively.

1. Decompose the product, 1+1＞ 2

Users' perception of price requires comparison and guidance. Some operators will choose to blindfold users and prevent them from seeing the price, but some operators will generously negotiate prices with users, but will use another way to make users equate the value of the product with the price of the product.

When users are only exposed to the price, they may be shocked, and their first impression will inevitably be "Why are you worth this price?" At this time, we can help users sort out their perception of the price, that is, break down the product process and let users truly feel the cost invested in each link.

Decompose the product production process, service process, sales process... The details page of many products is the process of decomposing the product. Like telling a story, it shows the process of the founder making the product, and decomposes the components of the product one by one... Each step is to let users feel the corresponding cost investment.

When a complete price is broken down into small pieces of value that can be intuitively measured, the product creates a price comparison feeling of 1+1>2.

Most products will attract users' attention through a core selling point, and even use it to equate the product value with the product price. However, homogeneity also includes the homogeneity of core selling points. You use this special ingredient and I use this special formula. Ultimately, the so-called selling point becomes a universal existence.

Break down the product process and connect multiple core selling points with stories, allowing users to intuitively understand the process of product formation, shifting their focus from selling points to a process of experiencing and feeling the product. A product will naturally become a complete solution.

2. Use class language to state prices and speak to people in their own way

Product marketing has gradually evolved into lifestyle marketing. There are so many products that solve the same direct needs, and I just want to choose the one that suits me. So what is suitable? Suitable means suitable for my identity, suitable for my requirements for quality of life, suitable for the price I can afford, suitable for me to post on WeChat Moments , suitable...

The comprehensive consideration of various suitable factors is actually the choice within the individual class. Whether you are willing to admit the existence of classes or not, and whether you insist on your freedom to choose, the fact is that you can only make that choice. Some people are willing to buy a cup of coffee for more than 60 yuan, while others are willing to buy a bag of instant coffee for a few yuan. Don’t think that no one cares about the price. It’s just a matter of whether the price is within the corresponding class.

When the selection of a product incorporates more class factors, then when discussing the product and price with users, more class habits will be needed, including the language of communication, visual effects, etc. Some people would prefer to choose high-priced products to show their "financial strength", so they can display the prices in a tycoon-like manner. Some people are used to calculating their prices carefully, so it will be easier to strike up a conversation with users if you display prices in a comparative way.

Sometimes, users don’t buy into the product, probably because your language isn’t in sync.