preface

Chapter 1: Increasing Customer Count vs. Raising Average Price Per Customer: Which Should You Choose?

Simply increasing customer numbers is busy and unprofitable.
Is it true that 'increased number of customers = increased company profits'?
Just because the number of customers increases doesn't mean everything is okay.
Breaking out of the product life cycle
If you set up a strategy in the order of 'raising the average price → increasing the number of customers', you will succeed!
What is 'increasing the average customer price'?
If you do the opposite, the result will be disastrous!
Happy and Unhappy Managers
The Path to a Happy Manager
Which side you focus on is the crossroads of your destiny.
Keeping up with ever-changing consumer needs
If you think consumers like cheap things, you're doomed to fail.
Consumer purchasing behavior follows a V-shaped price curve.
What does it really mean to say 'I have no money'?
80% of customers will buy something even if it's expensive if they think it's worth it.
Why People Are Lured by Sales
80% of customers buy even if it's expensive

Chapter 2: 3 Secrets to Keeping Customers Coming Back Even When You Raise Prices

What is 'high-value customer acquisition marketing'?
Capturing Customers' "Three Purchasing Patterns"
Dr. Philip Kotler's definition of 'product'
3 Secrets to Increasing Product Value and Stimulating Buying Desire
A hint from the Tom Cruise movie Cocktail
3 factors that increase product value

Chapter 3: Increasing Product Value through Production

The value of a product varies depending on the production method.
5 Types of Product Presentation Methods

[Directing Technique 1] Making It Stand Out - [Day 1]
Creating a scene that makes your product stand out
Season with spices
Turn your weaknesses into strengths! Call for ideas.
[Directing Method 2] Episode - [Day 2]
Add product-related 'episodes'
Adding a 'development story'
Presenting 'human drama' in an appealing way
[Directing Technique 3] Accent - [Day 3]
Just adding an accent can completely transform a product.
How to Create Ad Copy That Leaves a Lasting Resonance
Creating a Star
[Directing Method 4] Recommendation - [Day 4]
Consumers are vulnerable to "prestigious products" and "products that everyone else has."
What is product authority?
How to make it feel like everyone has it?
[Directing Technique 5] Scarcity - [Day 5]
Stimulating consumers' desire to buy with limited quantity
Increase satisfaction with the 'limited number of people' effect.
Stimulate purchasing desire with 'limited-time' offers
Summary of points

Chapter 4: Increasing Added Value through Customer Service

Enhance product value with customer service

[Method 1] Sympathy - [Day 6]
Building strong, trusting relationships with customers through empathy
Allaying customer distrust of your product
Share your customer's 'sweet dream'
[Method 2] Understanding - [Day 7]
Identifying latent needs that customers may not even realize they have.
Organize and concretize vague desires
180 degree shift in perception
[Provision Method 3] Proposal - [8th Day]
Captivating customers with genuine suggestions based on real-life experience.
If you open your mind, there is no 'sales smell'.
Employees' real-life experiences move customers' hearts.
[Suggestion 4] Knowledge - [Day 9]
Capturing Consumers' Hearts with "Expertise + General Knowledge"
Providing sincere service to customers by providing ‘expert knowledge’!
Boost your sales with a little trivia
[Suggestion 5] Character - [Day 10]
Developing your character
Leading Customers Like a Teacher
Become a solid character

Summary of points

Chapter 5: Maximizing Expectations to Stimulate Purchasing Desire

The higher the customer's 'expectations', the higher the product value!

[How to Raise Expectations 1] Teaching - [Day 11]
The secret to making you want it
Awakening hidden values
Changing your customer's worldview
[How to Raise Anticipation 2] Experience - [Day 12]
The moment you get hooked on the free trial, it's yours to do as you please!
Providing a free trial opportunity
Providing opportunities for luxury experiences
[How to Raise Anticipation 3] Community - [Day 13]
The powerful power of 'community' as your ally!
Captivating Customers with a "Sense of Comradeship"
Increase sales through the synergy of 'events + products'

[How to Raise Anticipation 4] Guide - [Day 14]
Follow-up: Eliciting Customers' Potential Needs
Unlocking Potential Needs Through Counseling
Apply individually via email or post
[How to Raise Expectations 5] Advice - [Day 15]
Maintaining the sense of anticipation that "this is not all, the fun starts now"
A strategy of approaching one step at a time to fully embrace
Exploiting the psychology of chasing the 'object of desire'

Summary of points

Chapter 6: You Can Do It! 3 Patterns for Raising Average Customer Price

Examining Three Patterns of Increasing Average Price

[Pattern 1 for Increasing Unit Price] Successful Price Increase
What is the purpose of the price increase?
Talk about price increases
What factors made it possible to raise prices without difficulty?
[Increasing Unit Price Pattern 2] Selling High-End Products with More Class
What is the purpose of raising quality?
A story about luxury
What factors contributed to the success of the luxury brand?
[Pattern 3 for Increasing Unit Price] Selling in bulk
What is the purpose of selling in bulk?
A story about 'selling by crowding'
What factors made it possible to sell in bulk?

Summary of points

Chapter 7: Beware of This! Psychological Traps

What are the 'psychological traps' that lead to failure?
Five Traps and Their Solutions
[Trap 1] It's impossible to raise prices.
[Trap 2] The explanation becomes too technical.
[Trap 3] Since it is the same product, I think the price will naturally be the same.
[Trap 4] Inadvertently recommending something cheap
[Trap 5] Targeting the wealthy

Conclusion

About the Author

Who will you sell what to?

Would you sell a heating system to a wealthy man living in Hawaii?
Would you sell a luxury car to an ordinary salaryman who loves cars?
Which one would you choose?

This book is not about teaching you the secrets of selling unnecessary products to customers with money to spare, like the Hawaiian tycoons.
Rather, the target is ordinary office workers who like cars.
The reason is that there is a higher probability of purchase.

Become a hotel concierge

A hotel concierge is an all-rounder who helps customers think about and resolve vague issues that may be inconvenient.
For example, when a customer doesn't know what to do, they are there to guide them until they are satisfied, saying things like, "How about seeing a play?", "How about taking a tour bus to see the area?", or "How about relaxing at the hotel's aesthetic salon?"
If you listen to the customer's concerns patiently, organize their concerns, and suggest solutions, the customer will make a purchase without hesitation.
As a result, a virtuous cycle is created in which the company increases profits and customers feel satisfied.

The customer is not king

It is often assumed that paying customers have a higher status than the company selling the goods.
But is that really true?
If you empathize with the customer's concerns and suggest solutions based on solid knowledge, the customer will actually receive a great deal of help.
In that sense, customers and companies can be said to be equal.
No, isn't it more superior?
When a dentist asks a patient whether to use cheap amalgam or expensive ceramic, they are unable to give a ready answer.
At this time, if the doctor says, “It’s a bit expensive, but in your case, it would be better to use ceramic for this reason,” most patients will agree and choose ceramic material that is worth the effort.
Likewise, people in every profession are experts and teachers in their respective fields.
So, you shouldn't think that your job is simply to calculate the items that the customer has chosen.
When you provide advice on the products you handle with the same level of care a doctor would give to a patient, your customers will trust and respect you and purchase your products and services based on your advice.