According to www.businessdictionary.com, price-value relationship is the connection that consumers make between price and quality; products with a higher price are commonly perceived to be of better quality.
They say, when you are in the sales profession, the hardest objections for you to overcome are the ones that you agree with. For example, when a health club membership salesperson believes he/she needs to talk to his/her spouse about every decision he/she makes then they will find it difficult to overcome the “I need to discuss it with my spouse” objection. If their prospective member raises the objection he/she really needs to talk to his spouse and discuss the membership before making the decision, it becomes the easiest way for him/her to get out of that sales presentation because the health club membership director agrees with him because he/she feels the same way.
Using the scenario above, it is much harder for the health club membership salesperson to overcome the objection because he deals with that same objection in his own reality.
This is the challenge I have with price-value relationship because as a consumer, I am not often fooled with thinking something is more valuable because it has a higher price. I look at the quality of something before I purchase it, whether it’s a car, clothing or anything else in my life.
But in health club marketing, as a professional health club marketer, I realize price-value relationships are very real and consumers in different categories are delusional when they see a higher price tag on certain given products or services.
They assume a product and/or service with a lesser price tag is less in quality and they usually go for the one that has a higher price tag because they assume it is more valuable.
For example, you can go to a popular record store in the mall and buy a CD for $15 but in reality you can more than likely get that same CD at Wal-Mart for five dollars less. But for some reason you don’t want to be associated with the Wal-Mart brand and therefore you will pay the exaggerated price for the same exact product just because something in your mind tells you that the high-priced CD is of better quality over the CD in Wal-Mart.
As a health club marketer, you have to understand that some prospective members suffer from this misconception. Dismiss the idea that things are better because they are more expensive in your personal life but in your business as a health club marketer, remember there are prospective members out there that will always associate value to price and you can design something special for this niche market.
For more free tips on increasing your health club membership base through health club marketing, health club promotions, professional health club membership sales, and advancing your health and fitness career visit us today @ www.healthclubmarketingmmc.com or call 904-448-5727.