Mehr Umsatz durch den Ankereffekt

Allgemein

Wer zuerst den Preis nennt, ebnet den Weg für die weitere Verhandlung.

Hi, mein Name ist Oliver Busch. Ich bin seit über 20 Jahren im Verkauf unterwegs und in meinem Kanal geht es um die Themen Verkaufen, Verhandeln, Rhetorik und das dazugehörige Mindset.

Heute möchte ich über einen total coolen Tipp sprechen, wie du in Zukunft deutlich mehr Umsatz generierst, wie du deutlich höhere Preise durchsetzen kannst und wie du deutlich mehr Menge verkaufst, wenn du Stückzahlgetriebene Produkte an den Mann bringst.

Heute geht es mir um das Ankern. Ankern kommt von der Psychologie und hier macht man sich  zunutze, dass unser Gehirn zwei voneinander unabhängige Zahlen versucht miteinander zu vergleichen. Du kennst das vielleicht von der selektiven Wahrnehmung, wo unser Gehirn, wenn du dir ein bestimmtes Auto kaufen möchtest, ein Filter vorsetzt und wenn du draußen unterwegs bist, dieses Modell viel häufiger wahrnimmst als wenn du dich damit nicht beschäftig hast.

Ich möchte dir das mal an drei Experimenten verdeutlichen, bevor ich dir sage, wie du dir das bei Verhandeln zunutze machen kannst. Und vielleicht hast du bei den Experimenten eine Vorstellung wie du dir das zunutze machen kannst. In einem Experiment hat man Menschen gefragt, was sie glauben, wie hoch ein Krustenmammutbaum ist. Man hat allerdings in der einen Gruppe vorher gesagt, glaubst du, dass der Baum höher oder niedriger ist als 366 m in einer anderen Gruppe hat man gesagt, glaubst du, dass der Krustenmammutbaum höher oder niedriger ist als 55 m. In der ersten Gruppe war der Durchschnittswert 257 m, in der zweiten Gruppe, wo man den Leuten zugeflüstert hat, 55 m, war die Durchschnittshöhe bei 86 m.

Jetzt könntest du sagen, aber Experten passiert das doch nicht, wenn man den vorher eine Zahl nennt, dass sie das versuchen zueinander zu vergleichen. In einem Experiment hat man, Autoexperten ein zehn Jahre altes Auto vor die Nase gestellt und die sollten nun schätzen. Der ersten Gruppe hat man nun eingeflüstert, das Auto müsste  einen Wert von € 5.000 haben, schätzt das mal. Die zweite Gruppe, den hat man zugeflüstert, das Auto sollte ein Wert von € 2.800 haben. Gebet mal euch Meinung dazu. Die erste Gruppe, wo man € 5000 gesagt hat, haben das Auto auf € 3.500 taxiert. Die zweite Gruppe, wo man € 2.800 gesagt hat, haben das Auto auf € 2.500 geschätzt. Eine Preisdifferenz von € 1.000.

Hieran erkennst du schon, wenn du vorher dem Kunden einen Wert nennst, dass sich automatisch, der innere Wert nach oben verschiebt. In einem anderen Experiment hat man in einem Supermarkt, Dosen übereinander gestapelt und rangeschrieben, – 15 %. Jetzt hat man an einem Tag drauf geschrieben, neben den 15 %, maximal 7 Dosen pro Person. Hat man das Schild wegegelassen, wurden nur halb so viele Dosen gekauft, als wie wenn das Schild da war. Hier kommt noch das Verknappungsprinzip zu tragen, worauf ich in einem anderen Video eingehen werde.

Doch wie kannst du das jetzt für dich nutzen? Indem du als erstes einen Wert, einen Preis, eine Menge nennst. Wenn du z. B. in einen Elektronikfachmarkt gehst und einen Fernseher kaufen möchtest, siehst du an prominenter Stelle immer, aber auch immer, die teuersten Fernseher, jenseits von € 5.000, meinetwegen auch 10.000-, 20.000- oder Hunderttausend-Euro-Fernsehen stehen da. Du hast allein durch die Wahrnehmung der Preise eine Verschiebung des inneren Budgets. Wenn du z. B. Produkte verkaufst, wo du mehrere Varianten hast, zeige das Hochpreisigste was du hast. Fange immer mit dem teuersten Produkt an, denn runterberaten geht immer…

Der Link zur kompletten Episode:

https://podcasts.apple.com/de/podcast/mehr-umsatz-durch-den-ankereffekt/id1273593558?i=1000391718798

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