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値下げだけじゃないんですよ | 2680人の経営者が実践「出現する未来」から逆算,実践し最速で結果を出す専門家 利益・効率・節約・売上・採用 名古屋 ファシリテーション株式会社 値下げだけじゃないんですよ
キズモノでも喜んで買うほうな人な,
【未来逆算理論】で稼ぐ会社に確実に変える,
マーケティング・ファシリテーター,
「さわちゅう」こと,澤田隼人です。
今年は,というか,
今年も,天災が多い年で。
異常気象が普通になってそうで,
怖いところではあるのです。
異常も通常になれば,
通常,ということかも
しれませんが・・・。
そんな世の中,嫌なのです。
でね,天候が不順だったり,
天災がおきると,野菜の価格,
これにダイレクトに影響がでる。
ので,家計をあずかる主夫としては,
非常に,非常に,気になるところ。
で,結構,出荷の段階で,
キズが付いたりすると,
出荷しなかったりするんですよね。
そこまで,消費者は見栄えを
気にしているのかといえば,
結構,疑問。
これ,流通のエゴ,なんじゃ
ないかなと思うわけです。
キズモノバンザイ。

で,今日も先日の雹(ひょう)で,
傷ついた次郎柿の破棄を,
市が無料で引き受けはじめた,
というニュースとともに,
キズがついた次郎柿は,
訳アリ商品として某系列で
販売されて,即日完売
なんてのが流れました。
傷ついた,訳アリ,
っで,売っている,んですが。
これ,やっちゃうと,
残念な凡人です。
というのもね,
ワケあり→値下げしかない
って,考えちゃってるから。
まぁ,普通っちゃ,
普通かもしれませんけど,ね。
ド・凡人なわけです。
まぁ,わざと訳アリ商品を
作っていれば別ですが・・・。
天災なんかだと,
そうじゃないわけ,です。
まぁね,
がっかりするようなこと,
ネガティブなことが起きれば,
値下げしようかっていう話に
なりますよね,普通。
でもね,本当は,
ネガティブは
値上げのヒント
だったりするんですよ。
ネガティブな要素が
あるからこそ,値上げができる。
これを考えるんです。
そのためにも重要なのが,
ネガティブを
ポジティブに転換する
っていうことなんです。
ポジティブにすれば,
値上げが可能になるんです。

でね,たとえば今回の
雹(ひょう)に当たって
キズが付いた次郎柿。
通常であれば,
ネガティブですから,
訳アリの品として
値下げして売ろう。
っという話に,
なるわけ,ですよ。
でね,ネガティブを
ポジティブに転換すると,
値上げができるようになる,
わけですよ。
で,このネガティブを
ポジティブに転換する
ネガポ転換。
マーケティング的に
ネガポ転換をやるときには,
ターゲットを変える
ターゲットをずらす
ということをすると,
転換しやすくなるのです。
通常のターゲットは,
一般の買い物客。
であれば,
一般じゃない買物客を
考えてみると,
ネガポが進みます。
でね,さらにね,
ネガポを促進するのが,
親父ギャグ
だったりするんです。
キズがついた次郎柿。
何でキズがついたか?
っといえば,雹(ひょう),
なわけですよ。
雹でキズが付いた次郎柿。
雹が当たってキズが付いた
次郎柿。
雹が当たった次郎柿。
ヒョウが当たった
・・・
票が 当たった
ということで(笑),
票(ひょう)をたくさん
獲得できて,当選ができる
縁起物
として,桐箱に入れて,
売り出す。
なんてことも,
できるわけ,ですよ。
ターゲットは,
全国のありとあらゆる
選挙対策事務所。
そして,当選したい人への
陣中見舞い(ギフト需要)だって
取り込めるわけ,ですよ。
一見すると
ネガティブなことも,
見る人を変えると,
ポジティブ。
見方を変えると,
ポジティブ。
なんですよね,ほんと。
あれですよ,あれ,
事実は一つ。
見方は多数。
なんですよ。
キズがついたことを
ネガティブだけで
捉えていたらモッタイナイ。
千里の道も,一歩から。
あなたは値下げする以外の方法を
いつも,考えていたでしょうか?
しっかりと,値上げを考える。
定義や意味を変えて,値上げする。
まずは,ターゲットを変える。
少しずらすだけでも,OKです。
そして,ネガティブを
ポジティブにできる人がいないか,
新しいターゲットがいないか,
って,考えて,ネガポ転換。
このときにポイントになるのが,
親父ギャグ,なんですよ。
親父ギャグがとくいな人は,
かなり,有利だと思います。
こういう方とか,
こういう方とか。微笑
ネガポ,ネガポです。
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