“We treat all our customers
equally.”
That might be a great
marketing slogan
but it is complete bullsh*t.
H*ll, almost all businesses
charge different prices
to different customers.
I don’t have sales
on new releases
because I know
pre-order readers
don’t care
(as much)
about pricing.
They value reading stories first,
not reading stories
at their lowest cost.
I discount older stories
because there are huge groups
of value readers (customers)
who don’t care
how old stories are.
They’re mostly looking
at the price tag.
If customers negotiate
for lower prices,
they usually get them
…eventually.
And coupons
are designed
as a means to charge
different customers
different prices.
“If a consumer cared
about saving money
more than time or hassle,
they could clip the coupons,
bring them to the store
and pay a different price
than people who couldn’t be bothered.
In essence,
there were two prices
for these products,
based on how much
the consumer wanted to spend
and how they chose
to allocate their time.”
Not all customers
should be treated the same
because not all customers
value the same things.
It is normal
to charge different groups
of customers
different prices.
Consider making that
part of your strategy.