QUESTION – how do I maximise the average sale per customer?THOUGHT – think strategically about the customer experienceThere are always questions supported by doubt, when ever a study finds that people are willing to pay more for something that they are paying now or may have paid previously. There is this obsession in the western […]

QUESTION – how do I maximise the average sale per customer?THOUGHT – think strategically about the customer experienceThere are always questions supported by doubt, when ever a study finds that people are willing to pay more for something that they are paying now or may have paid previously. There is this obsession in the western world and especially Australia, with price, even when the evidence to the contrary to intuition is compelling. That said, I could cite a dozen studies where there has been a finding that people will pay more than they have paid previously in specific circumstances. Further, I believe these studies – partially because the findings are consistent – but also because the variables being tested actually change the product offering – meaning that instead of paying more for the same thing – people are indicating a preparedness to pay more for a superior product. They are…