That is, everyone keeps the same money in different accounts.
As an enterprise, we should know how to let users spend money from his richest psychological account. Similarly, for an individual, find the psychological account that he is most willing to spend money on.
First of all, the windfall account-easy come, easy go.
People will put hard-earned money, lucky money and unexpected money into different psychological accounts.
You work as a part-time driver after work every day, and you earn 500 yuan tonight. I don't think you will use this money to gamble. But if you win 500 yuan in the lottery today, you may win.
We are always generous with unexpected gains, which is what we often say: easy come, easy go.
Second, the emotional maintenance account-talk about feelings hurting money.
I want to spend 1000 every year to buy myself a bottle of Moutai to taste, but I have been reluctant to buy it. This year, you want to be promoted in the company. You happily bought a bottle of Maotai for the leader with 1000 yuan, and spent the same amount of money, but it seemed a little less painful and refreshing. This is what we often say: talking about feelings hurts money.
Third, change the account number-people with big fingers leak money.
If you have a 100 yuan bill in your pocket, don't you want to break it? Because once it is broken, the money will soon be spent. You saved 5000 yuan in the bank account to buy a TV, but you don't want to move it. 500 yuan, who can put it in his wallet, may have spent it without feeling guilty. Why? Because they are "small change". This is what we often say: people with big fingers leak money.
For parents, every time you give them "whole money", as soon as you go out, they immediately go to the bank to deposit the money, which is used in their psychological accounts to do big things, such as leaving it to their grandchildren to go to college. If you give them some change from time to time, they will have less pressure to spend money from the change account.
For a child who goes to school, you give him 200 yuan of pocket money every week or send him 2000 yuan of living expenses every month, which is usually spent before you give money next time. If money is given from a week to a month, or from a month to a school year, children will save more money so as not to have no money to spend in the future.
Therefore, if you give money to your child, you must give it all; Give the old man money, but give him small change.
"No gifts this year, only old platinum." If you love Ta, please treat Ta to Haagen-Dazs. "Don't let children lose at the starting line", these are emotional maintenance accounts.
You just ordered a takeaway on Meituan's platform, and the payment is about to be completed. You will get a "5 yuan red envelope" reminder and another "use it immediately" reminder after receiving it. You won the gambling, treat your friends to a big meal. These are windfall accounts.
Wechat exchange, you are happy to send a red envelope without pain. The company organized tours, and each person gave 500 yuan pocket money. You didn't hesitate to spend it on diving and bungee jumping. This is a current deposit account.
Everyone, every user has different needs, and the richest, most willing and easiest to spend money accounts are completely different. If someone is willing to spend money for parents or children, this is his richest psychological account-"emotional maintenance account". And some people are willing to spend a lot of money to buy clothes for beautiful investment accounts; Some people are willing to spend money on health care. This is a health investment account.
In the business world, there are no stingy customers, only merchants don't put goods in customers' richest psychological accounts.
Using the management concept of "psychological account", this paper analyzes the psychological account of customers in health centers and how to use the psychological account to sell sub-health care cards.
1, emotional maintenance account
It is better to invite people to eat than to invite people to sweat. "Sweat gift cards", buy one get one free, one for yourself and one for friends. Tuoke products rely on "emotional maintenance account" to drain.
"Family comprehensive card" makes you better and your family better. Love him and live a long and healthy life with him. Sending parents health is better than any gift. Mining customers with "emotional maintenance account"
2. Health investment account (life account)
Celebrate your life with heaven. Life is short and precious, disease threatens life, and health is more important than anything else. Cars need regular maintenance, and people need maintenance more.
3. Unexpected income account
When new customers enter the store to experience the lucky draw, everyone has prizes, vouchers of different amounts, family experience cards, moxibustion and health care products (less than one course of treatment). Or in the process of experience, send two medicinal moxibustion boxes that users have never experienced, and ask if it will take time, which can also form a peak of user experience.
4. Change the account
Just buy a snack and barbecue for tens of dollars, make a shoulder and neck experience for tens of dollars, eat a hot pot or Jianghu dishes for hundreds of dollars, and make a moxibustion course for hundreds of dollars. Change from a small change account to a healthy investment account.
5. Leisure and entertainment accounts
Every legal holiday, the scenic spots are crowded, and expressway is jammed with long queues, and hotel prices soar. Instead of making leisure a crime, it is better to do a good job of physical maintenance. Leisure and entertainment accounts become health investment accounts.
In order to make you move from knowledge to action, you have your own business determination and practical ability to solve problems. The stronger you make this "product", the more you can exchange more value with the outside world and the more chances of success.
5 minutes a day to help you solve business problems.
References:
Liu Run 5 Minutes Business School: Practical Articles