Kevin Bean: How To Get Customers to Stop Fixating on Price

In a recent Harvard Business Review article of the same title as this page the authors discussed research findings on 4 approaches that work for moving customers off price fixation. The one I liked most was narrowing your prices so that customers stopped thinking about what they could afford and, instead started thinking about what they wanted.

Not two weeks after reading that article I walked into the selection room of the Bean Funeral Home in Reading, PA. and witnessed first hand the impact of this concept. Mr. Bean has narrowed his offerings on caskets to range from a low of $1,150 to a high of $2,950. I literally experienced emotional relief, stopped thinking about cost and started looking at what I liked. What makes that experience interesting to me is that I was NOT a customer…I was a visitor. If it had that kind of impact on me (supposedly a knowledgable person) I can only imagine the impact on an actual customer.

[ecorptv id=”134664″ width=”470″ height=”330″]