Many business owners believe that keeping prices low is necessary to attract more customers and achieve growth. However, this strategy can result in increased overhead costs, such as hiring more staff and managing a larger customer base.
Offering products at a low price often attracts customers who do not value the product and can create more problems than those who are willing to pay a higher price. Conversely, customers who pay a higher price are emotionally invested in the product, leading to better results.
Thus, raising prices can be a viable strategy for boosting business growth, as it helps attract committed customers and reduces the burden of managing a high volume of low-value customers.
Consider this scenario: if you sign up for a gym membership at a cost of 5,000 per year, you may not feel motivated to go regularly since it's not a significant investment. However, if you join a gym that costs 50,000 per year, you are more likely to attend regularly because you have made a considerable financial commitment.
Frequent visits to the gym increase the likelihood of achieving a fit body, which is the desired result for most people. Saving money by paying less for a product or service may not be the top priority compared to achieving the desired outcome.
Furthermore, customers who pay a higher price are often more committed and less problematic. They value the product or service and are less likely to cause trouble or argue with the business and its team.
The common assumption when increasing the price of a product is that sales will decrease, leading to a decline in revenue. While there is a chance of short-term revenue loss, a higher price can attract a better quality of customers, giving the business more time to enhance its product or service.
Additionally, having higher margins from the increased price can enable the business to provide better services, leading to higher customer satisfaction and feedback. This, in turn, can boost the brand's value.
However, selling high-priced products or services requires a different approach, as they are unlikely to sell directly from an e-commerce store or landing page. Instead, effective sales often require a one-to-one sales call, which means generating highly qualified leads who are receptive to the business's pitch.
Our business offers a high-priced product called the Alpha Club, which has attracted a clientele of high-quality customers who appreciate our superior service.
We previously sold 12,000 units of our internship program at a price of 15,000, even offering cashback incentives. While this program positively impacted many young people, we found it challenging to generate sufficient profits.
Despite this, we are grateful that the program helped us build a strong brand. However, we made the decision to discontinue the internship program due to our current situation.
In contrast, the Alpha Club is an exclusive offering with only 100 customers at any given time, providing direct access to me and invaluable support to increase our customers' business revenue. This exclusivity and personalized attention add significant value to the Alpha Club experience.
Customers often view expenses on programs as investments. For instance, if someone invests 15,000 in an internship program, they will expect a return on investment that exceeds the cost of the program. While many individuals benefit from such programs, not everyone utilizes the knowledge learned, despite cashback incentives.
At Alpha Club, we prioritize each customer's success, providing dedicated account managers to ensure they achieve their goals. As a result, Alpha Club members have seen significant improvements in their revenue, with some exceeding 10 lakhs per month. Our high level of commitment to our customers allows us to deliver exceptional service that justifies the premium pricing.
Surprisingly, even though we have increased our prices, we have seen a higher profit margin with our high-ticket offer than with our low-ticket offer.