Expensive underwear. Do smart women need expensive panties? No money for expensive lingerie

I received many interesting letters and questions. Thank you.

I want to dedicate this issue to answering a question from one such letter:

Hello Pavel! Alla Mushroom, Kazakhstan, Rudny writes to you. Thank you for your "young fighter" course. Very interesting. I absolutely agree with the scientific approach in business. Twenty years ago, we came to everything with our minds. And, I must say, all your advice works great, tested by many years of experience. My problem is that I don't know how to sell expensive goods, i.e. underwear is slightly above average. Maybe this is due to the problems of a small provincial town? Or is there some method that I don't know about? Please teach. Thank you!

Thank you, Alla, for a good review and an interesting question. You really root for your cause because you recognize the possible problems. Usually honest and open people think so.

A very familiar situation for many, I think, when you have to figure everything out on your own, when it is difficult to find the information you need, especially of a narrow and practical profile.

So, we have three questions on the agenda:

1. Can the situation of poor sales of expensive linen be connected with the fact that the city is small and provincial?

2. What methods are there for selling more expensive underwear? Preferably at a price that suits you.

I will add the third question on my own, it is especially connected with the sales of expensive underwear. This will be my bonus to you.

3. How to deal with the "expensive" objection when selling underwear.

I will give you specific methods, speech preparations and I think that you will find the answers you need and will be able to implement them in your own.

Let's start.

Provincial cities are very different. Purchasing power depends on the population and the main source of income of citizens. Another important point is where your store is located, and what segments of the population go to it. This is important even for large cities, i.e. Your store location needs to generate the right amount of human traffic, because that's the potential buyer traffic you're renting.

Rudny city. Wikipedia says: The population of the city is 128,190 (as of January 1, 2014). It arose in 1957 in connection with the development of an iron ore deposit and the construction of the Sokolovsko-Sarbai mining and processing plant.

Most likely, Rudny is a city that is highly dependent on the mining and processing plant. I think that with the current problems in metallurgy, the income of the population in your city has really decreased. The population is not that small. I know examples of cities with approximately the same population, where quite expensive underwear is sold well, though in Russia. Your store is located in the central department store. As far as I know, this is the best store in town. You have almost all the inhabitants, with different purchasing power, including the wealthy. It's good.

Should you sell more expensive underwear? You decide. I think it's worth trying. In any case, there are people in your city who can buy such underwear. It may take some time for customers to get used to coming to you for more expensive underwear.

How to do it correctly, now we will analyze on specific examples.

The principle of contrast.

Take three buckets of water and put them in the following order: on the left - hot water, in the middle - at room temperature, on the right - cold water. Dip your left hand in hot water and your right hand in cold water, and then transfer both hands to room temperature water. You will be surprised because your hands will get different sensations from the same water temperature. At the left hand, the water will become colder, and at the right hand it will become hot. This is the principle of contrast.

Another example. McDonald's sells three glasses of cola: large, medium, small. They almost always buy a medium glass - this is their goal. Once they conducted an experiment: they removed a small glass and added a super large one. As a result, they began to buy a large glass more often than others, and they rarely bought a medium one, although earlier it was the most popular.

The principle of contrast also works in lingerie sales.

Put next to expensive underwear, very expensive underwear. Very expensive you may not sell. But sales of expensive lingerie are likely to increase. You do not need a lot of very expensive underwear, just let it be. You can simply inflate prices for some linens you already have. Show what you want to sell in contrast. Offer the most expensive, and then what you want to sell. There will also be the cheapest, what is now your main product. Come up with a rationale for all price levels, create appropriate value for buyers. As a result, the price will no longer seem so high.

Voice the client different prices for similar products, let him compare, but between your prices.

If we want to sell more expensive, then the order is as follows: the most expensive, the most expensive (what needs to be sold), the cheapest (alternate airfield). Believe me, very few customers know exactly how much they will spend on buying linen in advance. There is always a certain range of possibilities for the client.

Your psychological factor.

Alla, I may be wrong, but it seems to me that you yourself perceive "slightly above average class lingerie" as expensive, as something inaccessible to your buyer. This is the first thing to work on. You won't start selling well if you yourself think it's too expensive. This also applies to your sellers. Your mood is read by the buyer subconsciously. Even if you use the right sales techniques, but at the same time feel insecure, this can cause rejection in the buyer, and even worse, distrust. Think of the price as being fair or even low for a particular linen. Sell ​​this price to yourself first.

For a price, a person always receives a set of values. The higher the price, the greater the value to the buyer. Make a set of values ​​that you can operate with. Compare with a set of values ​​of cheaper underwear. More expensive underwear should have more values, you should clearly understand what they can be. It could be a higher quality, a more interesting design, a more comfortable fit, a more prestigious brand, etc.

Your arguments can be (read should be) both logical and emotional.

For example: "Imagine how easy and comfortable it will be for you in this lingerie" or "This is something more than just lingerie, just for such a prominent lady as you (assume prestige)".

Reception "value increase".

Another trick is the following. Let's say a client has chosen underwear himself and wants to try it on. We must find out the core values ​​for the client. We ask an open question: why did you choose this particular model of underwear?

The client answers us. Based on its main values, we must quickly pick up a product 10-30% more expensive. The client does not need to tell the price. After that, we can offer him to try on this product at the same time, at the same time we describe it as more convenient, more functional, better quality, what the client needs. After fitting, we say that both options are good, but the one that we want to sell more is better, but it only costs so much more money. We report not the price, but the price difference. This is the point. Even if the buyer refuses more expensive, he will perceive the price of the product he has chosen as lower.

How to deal with the "expensive" objection.

During the sale, situations often arise when the buyer may object:

If you do not work with this objection right away, or say something like: no, it’s not expensive at all, but what you wanted, it’s ... etc., then you will either have to give a big discount, or You will be left without a sale.

You just merge clients, one by one. You lose your profit and think: What do you all need? How can you please everyone?... It's very sad. Do you know this feeling?...

Of course, you can offer a cheaper option, but if it is more profitable for us to sell expensive linen or there is simply no cheaper option, then we need good speech preparations that remove this objection.

So, examples of speech blanks.

This is too expensive for me.

Yes, that's the price. Tell me, have you probably had cases when you bought an expensive thing, and then many times were glad that you bought it and wore it with pleasure?

Yes/no (the answer is not important).

Great, because this is exactly the case ...

-It's expensive for such underwear.

Yes, it's possible. However, many of our customers, realizing that the price is high, still take this particular brand of underwear. Why do you think?...

Somehow expensive.

That is why I offer you this kit. I think that some of your friends will even envy you when you tell them what a cool thing you bought. Do you really like to be the best?

Probably expensive.

Perhaps. But, you will agree that sometimes you can pamper yourself. It's so nice to know that underwear fits you perfectly and you look great in it. What do you say?...

There are many such examples.

I will not tell you now where it comes from, why it is so, what is the nature of this objection and how to use the logic and emotions of a person at the same time, you can devote a whole chapter to this in the book.

In principle, if you want to seriously increase your efficiency and profits, you need to write sales scripts, speech preparations and use conversation scripts with buyers. Many retail leaders are already doing this, including in lingerie.

Today on sale you can find underwear of various price categories. Sometimes the kits look almost indistinguishable from each other. Therefore, customers sometimes do not understand why similar models differ significantly in price. It is not difficult to understand why this happens, and why expensive underwear is better than ordinary underwear. The best way to feel the difference between expensive and ordinary kits is to take them in your hands and compare them with each other.

Workmanship

Expensive underwear will compare favorably with the usual in terms of tailoring. In regular underwear, the seams often overlap each other, which leads to scuffing where they come into contact with the skin. In expensive underwear, the seams are made neater, in some models they are not at all.

If the model has openwork details, then in ordinary underwear they are simply sewn on from the wrong side, and in expensive underwear they are inserted and overcast with stitched seams that do not unravel with constant wear and frequent washing. This allows you to wear underwear for a long time and comfortably without noticeable changes in its appearance, which means you save money on purchasing an additional set.

Expensive underwear differs from cheap underwear in color and texture of the materials used. In most cases, expensive underwear is made from natural materials that allow air and moisture to pass through well. Ordinary underwear is made from synthetic materials, because of them the body sweats, which is especially uncomfortable in the summer heat.

Expensive underwear made of elastic fabrics perfectly retains its shape, does not deform when worn. The lace used for the production of expensive underwear is thin and durable, while for the ordinary one it is more coarse and unreliable.

Appearance

Models of expensive lingerie are more refined and elegant, they correspond to world trends and meet the taste of the most demanding fashionistas. In addition, underwear branded brands are made in accordance with the strict requirements for tailoring such products. This means that it is sewn according to carefully calculated patterns. In addition, the assortment always has underwear that meets non-standard measurements, intermediate sizes or designed for disproportionate figures. When sewing ordinary underwear, average indicators are taken as the basis for designing patterns, and the model itself, as a rule, is a copy of expensive and sophisticated underwear.

As for the color, ordinary linen, due to cheap dyes, can quickly fade and shed, the palette itself does not differ in a variety of shades. Expensive underwear, on the contrary, does not fade with time; several color shades can be advantageously combined in one product. In addition, it is more pleasant for any woman to realize that she is wearing expensive and comfortable underwear with high quality and attractive appearance.

Choosing women's underwear is not an easy task. The materials used for manufacturing must be of good quality. Can cheap material be good? Everyone knows that you have to pay for quality, which means that only expensive underwear can be good.

How much and what kind of underwear should any girl have

Underwear is a wardrobe item of an intimate nature, which means that its choice depends solely on the preferences of its mistress. There is a general rule regarding the amount of underwear that any girl should have. It says: your laundry should last for two weeks without washing, which means at least seven bras and fourteen panties.

It is necessary to choose expensive underwear based on your wardrobe, or rather, the presence of open, tight-fitting and translucent clothes in it. The more underwear available, the easier it is to choose the right one for any outfit. Every woman should have elite lingerie in stock, in this you feel like a queen, an irresistible conqueror of men's hearts, an insidious seductress. It is a mistake to think that such underwear is suitable only for special occasions, wearing them more often, you will feel confident and comfortable.

In the arsenal of a woman should be expensive underwear for any occasion, and these are sports models, and gentle feminine, erotic, all kinds of stockings, corsets and the like.

How to take care of your underwear

Today it will not be difficult to buy a ready-made kit. Any consultant of a decent store can easily select the appropriate size for the lingerie you like. But the elite lingerie in the set contains only panties, but you want at least a couple to be attached to your favorite bra. What are the expiration dates of underwear and are there any?

So, a high-quality bra can serve its mistress from two to five years. It depends on the frequency of wear and proper care. As for panties, we wear them more often, which means they wear out much faster. You will have to review the stocks of underpants every three months.

Panties must be washed daily, as we change them every day, and depending on the situation, several times a day. The bra gets dirty less often, it is more difficult to wash them, and therefore you can change it every two days.

Luxury lace lingerie gets dirty less often than cotton lingerie. If you are prone to sweating, then you will have to change your bra daily, regardless of the material.

Critical days are not a reason not to wear expensive underwear, because a woman should feel cozy and comfortable, regardless of the circumstances. These days, a woman feels depressed and uncomfortable, and also, if the underwear is uncomfortable and terrible, then her mood will drop below zero. Love yourself, indulge yourself and wear exclusively elite underwear.

Is it worth it to spend money on expensive underwear

Women's underwear can excite the minds of men. There are many myths about this intimate item of women's wardrobe. There is an acute question of whether only expensive underwear is always of high quality. The answer here is definitely yes. Elite high quality lingerie can only be expensive and made from good expensive materials. Therefore, dear ladies, discard all doubts about this and purchase only goods worthy of you, and a chic lady deserves only the most expensive.

It is better to buy elite lingerie only from trusted and trusted manufacturers with a good reputation. So, you will receive a quality product that is sewn to the conscience, will not creep at the seams, wear out and tear. Popular manufacturers that have already earned a good name for themselves will offer customers correctly sewn, beautiful underwear of the highest quality. It takes a lot of effort to create such lingerie, the cost of quality materials and the labor of experienced workers, so only expensive elite lingerie can be good.

How to choose underwear

Properly selected lingerie can decorate a girl and emphasize the advantages, while hiding the flaws. Underwear is selected according to criteria such as color, style, style, size and material. It should be such that the hostess is comfortable, does not press anything, does not cut into the skin, does not restrict movement.

It is necessary to choose only elite lingerie, exactly in size, no less and no more. Incorrectly selected size looks not only ugly, but also very uncomfortable to wear such underwear. Good underwear should breathe, fit well, be beautiful and comfortable.

Under a smooth and tight jacket, it is not recommended to wear lace underwear, it will not look very aesthetically pleasing and beautiful. Keep in mind that the thinner the material of the underwear, the more comfortable it is. Give the choice to natural materials, with a small amount of synthetics. For the cold season, purchase underwear made of thick fabric. For daily use, you can buy seamless underwear, it is comfortable and its presence is practically not felt.

Choosing the right style and color is not difficult. For small breasts, models with a push-up effect are suitable. Today, stores are oversaturated with a wide variety of models for any, even the most sophisticated taste. Experienced consultants will select, at the request of the client, any model, for any occasion. Be beautiful, dear ladies, love yourself and wear high-quality, fashionable and expensive underwear.

A friend of mine started a discussion on the social network on the topic of women's underwear: why buy expensive panties if others do not appreciate the cost or even the appearance of this outfit? And if the happy owner of a piquant element of the wardrobe does not have a sexual partner, then the meaning of the acquisition seems to be completely lost.

Wouldn't it be easier to buy simple cotton underwear that can aesthetically compete with some not all available samples?

The topic caused a huge uproar. A quite logical point of view was expressed: a higher price is most often a guarantee of a higher quality of both the material of the product, and the sewing material, and the level of tailoring, it is worn longer, does not shed and is comfortable for delicate parts of the body.

From an economic point of view, everything is clear: it is more profitable to buy one high-quality panties, and not a dozen "disposable" ones. However, the mystery remains unsolved: why does a single woman need exquisite lace panties, the price of which can only be justified by some magical properties? Maybe the lovers of these beauties are women, to put it mildly, not distinguished by high intelligence, and all their development is aimed at compensating for a small mind with external attributes? Maybe a spiritual person does not need these nonsense, and she, this person, with great pleasure will buy a beautifully published book for the same money - in her home collection of literary masterpieces?

I confess that the discussion evoked a strong response in my soul, but since my comments usually sin with an excess of letters, I decided to speak out publicly - in my information space.

To be honest, I also love expensive lingerie! To understand the nature of my addiction, it is important to answer the question: why do we generally make purchases of things that are not essentials, not related to the satisfaction of vital needs? After all, for sure each of you, my dear readers, will find at least one item in the house, the spiritual value of which may seem doubtful! For example, why do we buy souvenirs in the cities where we have a rest? Why do we hang pictures on the walls if the house won't collapse even without them? Why do we need beautiful dishes if the calorie content and nutritional properties of food are stored in the most primitive metal bowl?

In my opinion, all these pleasant little things are decoration. But the decoration is not the walls of the house, not the ritual of food, but life in general. So to speak, these are accessories for our emotional state, elements that stimulate our sensory sphere.

From the point of view of ancient Chinese science, emotions accompany the movement of energy. And the better a person lives different emotions, the more active the movement in the energy meridians. But if there is an internal or external ban on emotional freedom, the energy is blocked, and the organ corresponding to the meridian malfunctions.

People shop for joy. Someone likes to buy a cute trinket in order to share the joy of giving. Someone gives emotions in the form of a purchase to himself. And if there is a need for the act of acquisition, it should not be suppressed. In accordance with the ancient Chinese philosophical system U-Sin, which substantiated the connection between energy, that is, emotional health, and bodily health, the emotion of joy is associated with the meridian of the heart. It turns out that if you systematically deny yourself the experience of the joy received as a result of the execution of the usual and most accessible buying ritual, then not metaphorical heart problems may arise.

As a lover of pleasing my buttocks with delicate lace, the desire to buy an expensive trifle is very clear to me.. I can come to my favorite boutique, where competent assistants will meet me with a smile, and this will already bring me joy, which means it will fill the channel of the heart. I can spend half an hour in the fitting room, admiring the samples of linen on my body - and this is also five kopecks of joy in my piggy bank. From these investments, my capital of good mood, and therefore health, is formed. Moreover, underwear bought with special emotions will fix this energy-information, and the corresponding state will be reproduced every time I choose it in my wardrobe.

It remains to consider one more aspect of this problem. What happens if, for some reason, I cannot buy lingerie in an expensive boutique? For me, the answer is obvious: nothing will happen at all. As a person who can draw emotions from any source, I will continue to be filled with joy. Countless sources of emotions fill my energy-informational space or my field as an individual, as psychologists would say. It is much more difficult for those for whom the purchase of panties is included in the list of the main ways to achieve joy. Such narrow-mindedness and emotional underdevelopment is an alarming symptom. And if the need to buy expensive underwear becomes acute and acquires the characteristic features of emotional dependence, it is even more alarming.

However, let's not panic. I have not yet met women who heal emotional wounds by buying lace panties. Just remember that gifts to yourself are one millionth of all the possibilities you have in your arsenal. At the same time, the lion's share of the means of finding heartfelt joy does not cost a penny and can be presented to you by the space of possibilities - free of charge!

So do smart women need expensive panties? What do you think?

P.S. Thanks to Elena Wise for the gorgeous theme!

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