Pricing, subscriptions, and the weather
Why don't you go to the carwash more often?
When it's a beautiful sunny day, many drivers think, "Hey, how about getting the ol' car washed?" Then they check the weather forecast on their phone and say, "why bother to get the car washed if it's just gonna rain tomorrow?"
So the people who run car washing services see ups and downs in their revenue, entirely dependent on the weather forecast.
Is there another way?
What if customers had the option to get the car washed again within 7 days? Or what if the car wash sold a membership, a "subscription" approach? "Get your car washed up to 6 times per month."
Understanding why people do not buy is critical to pricing. Once you understand the origin of their reluctance to buy, you can package your offering in a way that overcomes their objections.
How might you package your offerings in a form that customers will embrace?
About Steve Johnson
Steve Johnson is a product management process coach, author, speaker, and advisor. His approach is based on the belief that minimal process and simple templates result in a nimble product marketing and management team. Before founding Under10, Steve was a Pragmatic Marketing instructor for over 15 years and personally trained thousands of product managers and hundreds of company senior executive teams. Learn more at www.under10playbook.com
In his spare time, Steve enjoys making music, and has an album available on iTunes. Check out Steve’s music at notExactlySteve.com