One of the most interesting aspects of sales and marketing, and also the most difficult, is to get more sales. Others might say that the more difficult part of it is not to just sell, but to find loyal customers.

When you think about it, it is all true. It is hard enough trying to get a new customer, then losing them and trying to win them over a 2nd time is going to be even more difficult.

Customer loyalty is priceless. But we all need to be accountable, hence, the birth of “Total Lifetime Value” of a customer. So many concepts, so many ideas.

But I just came across a very interesting article over at the Corporate Eye – Disney’s Discount Slight of Hand that has put a new spin on a lot of these ideas.

You see, one of the bright ideas when it comes to pricing is this whole area of psychological pricing. You know, where ninety-seven cents is better price for sales conversion than ninety-nine?

An extension of this is small increases in prices of small items go un-noticed and can allow you to give big discounts on big ticket items to make the top level appeal so much stronger.

But as Susan pointed out in her excellent article, that could very well back-fire on the loyal customers. Those who know every item that is on the menu at your restaurants, those who know the names of every staff, those who know which days are “Specials” day; you cannot fool them.

So, the next time you plan your marketing, do take this into consideration.