Chief Revolution Officer John DiJulius of the DiJulius Group discusses what it takes to attract a bunch of Tesla-driving, Peloton-riding, Starbucks-drinking, Apple-using, and Lululemon-wearing customers. Those brands are not trying to be all things for all people. They are unique, almost exclusive, yet have a cult-like customer base. Their customers are looking for superior products and services wrapped in a compelling experience that makes them feel better about themselves. Those brands are a status symbol of a lifestyle. They offer customers emotional affirmation and an affordable luxury that says, “if I buy this, I will be hipper, more attractive, more intelligent, and more popular.”
You will learn:
- Many times when a customer complains about the price it isn’t because they were not willing to pay for it; it is because the experience didn’t warrant it.
- Why discounting your prices is just a race to the bottom.
- Why it’s a major mistake to allow cheap imitators to appear as your competition by reducing your prices.
- How to deliver an experience epiphany for your clients.
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