In this podcast episode, I delve into the psychology of buying and selling, unraveling the mysteries behind pricing strategies and consumer behavior. To help you understand, I draw from parallels between the automotive industry and product pricing, emphasizing the critical role branding and perceived value play in driving consumer decisions. The importance of aligning pricing with the buyer's journey and psychological triggers, which will hopefully shift your perspective and force you to tailor their marketing strategies accordingly. Another key concept I cover is the stages of buyer awareness, from the unaware masses to the committed customers, advocating for a nuanced approach in messaging and content creation. By understanding where potential customers fall within this spectrum, businesses can craft targeted campaigns and offers that resonate with their specific needs and preferences. CHAPTERS 1:08 - Understanding Pricing Psychology 2:07 - Analogies from Everyday Shopping 3:50 - Matching Sales Processes to Products 7:05 - Simplifying the Sales Process 8:13 - Tailoring Touch Points to Product Value 9:50 - Webinars and High-Ticket Sales 11:08 - Drop-off Rates and Sales Funnels 12:09 - Matching Price to Purchase Process 15:08 - Perceived Value and Branding 16:30 - Elevating Product Perks and Brand Strength 18:36 - Brand Effect on Price 19:50 - Adding Value: Ideas and Implementation 22:02 - Navigating Buyer's Awareness Stages 24:20 - Tailoring Sales Approach to Buyer Journey Connect with Rudy Mawer: LinkedIn Instagram Facebook Twitter