経営コンサル日誌

NISHIコンサル日誌のバックナンバーブログです。

日記

価格設定と売れ筋価格のちょっとアドバンスな話。

投稿日:

こんにちは。NISHIです。

「これほど反響があるとは思わなかった。」
そんなことはよくあるものです。

http://grass-ex.jp/Lo30/13661

当事者から見れば
あまりにも当たり前すぎる存在。
故に、その価値には
全くと言っていいほど気づかない。
繰り返しますが、
そいうことは往々にしてあるもの。

傍から見れば、
デザインの施されたマンホールって
普通に売れそうな気がしますけどね。
ご当地モノといいますか、
その地域に即したデザインも多数で
それも結構いい感じですし。

でも、
当事者ほどその価値はわからない。
ましてや、「売れる」なんて
想像もつかないのでしょう。


コンサルの価値のひとつは、
こういった

当事者との認識ギャップ
——————————-

を先んじて発見し、
クライアントに着目させ、
商品化するなどの手段で
業績アップにつなげること。
これは明確な価値です。

で、話は少し逸れるようですが
ちゃんとつながった話なので
このまま読み進めていただければ
と思いますが、

【価値】のない(と思っていた)ものに、
【それなりの価格をつける】というのは
マーケティング上、結構プラスなのです。


以前、友人から聞いた話ですが、
彼が彼のクライアント先に行った時、
ショーケースに陳列された
「ある商品」を見て驚いたそうです。

それは、
スタッフの顔を模した粘土フィギュア
————————————————–

です。

お値段、68,000円。

その価値はあるでしょうか?
いや、それは誰にもわかりません。
神のみぞ知る、という言葉がありますが、
神のみも知らないことでしょう。

きっと、売れません。
きっと、ずっとそのままでしょう。

では、こういった商品には
【意味があるのか?】という
疑問が降ってわいてくると思います。

先に答えを言いますと、
「ある」のです。意味は。

その「意味」を説明すべく、
また「別の例」を出してみます。


ある仏壇屋さんの話。

その仏壇屋さんでは、
数万から十万程度のいわゆる
「低価格帯」の仏壇は
それなりによく売れました。

でも、本当は数十万円のモノ、
その店での「高価格帯のモノ」を
売っていきたい。

そこでどうしたか?

なんと、

2000万円の仏壇を用意した
————————————

のです。商品に。

いや、
実際に仕入れていたかどうかは
今となっては定かではありません。

いや、
元々それほどまでに最高価格帯の
仏壇はあったのでしょう。

あったけど、
「チラシじゃどうせ売れないし」
と思って出さなかったのでしょう。
マトモな思考回路です。

でも、出してみた。
すると、どうなったか?

それまで高価格帯「だった」ものが
売れ始めたのです。
数十万の価格帯の仏壇が
売れ始めたのです。

これは数字のマジックで、
その店における
商品の上限価格が引き上げられると、
お客が感じる中心価格帯の値段も

自然と引き上げられる
—————————-

のです。

ここで冒頭の話に戻り、
話の内容を整理してみます。

==
当事者との認識ギャップを見つける

当事者に「価値があること」に
気づいていただく

価格をつけて商品化してみる

かつ、
その商品をうまく使って
上限価格を上げておくと、
顧客が感じる
その店の中心価格が上がる
という現象が起きる

今まで動かなかった
価格帯のモノも動き始める

業績アップ
==

という流れになるわけです。

確かに、
マンホールというそれまで価格が
ついていなかったモノに
価格をつけるだけでも、
単純な業績アップにつながります。

それでコンサルとしての
任務のひとつは完了。

さらに、
上限価格の法則を適用することで、
売れ筋となる中心価格帯も
引き上げることができます。
これがアドバンスな方法ですね。

なぜ、この話をしたのか?

そもそも
価格が決まっていないモノの方が
価格自体は上げやすいからです。
お試しあれ。

では。

NISHI

-日記

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