Free eBook: Budtenders Guide to Upselling

Asking Stoners to Compare Products May Backfire

  This post may contain affiliate links
Facebook
Twitter
Reddit
WhatsApp
Email
compare

I live in Arizona and one of the sales pitches I hear from budtenders all the time is, “It’s just as good as brand X at half the price.”

The implication is that I’ll get the exact same quality at a much lower price.

So, what do most people do when they are offered to compare brands? Is this an effective sales and marketing tactic?

Most of the time, people DO NOT select the cheapest, according to researchers at Stanford University.

They often choose the more expensive, better known brand, because they perceive it as the least risky choice. Or they buy nothing at all.

Researchers found that when people are asked to make a comparison, they become much more risk adverse.

Researchers also found that when people make comparisons, they tend to place more weight on the comparative disadvantages rather than advantages of each option. This can make the lower priced product less attractive.

Product comparisons by brands and sellers is an often used tactic to frame choices in a directed way.

Implicit comparisons force the consumer to take the initiative to make the comparison. An example of this is when you see two comparable products displayed side-by-side.

Explicit comparisons are those suggested by the seller, like when a budtender tells me brand Y is the same as brand X at half the price.

Comparisons can be an effective sales tactic. It also comes with ramifications.

Learn more about this study at https://www.gsb.stanford.edu/insights/asking-consumers-compare-may-have-unintended-results.

Facebook
Twitter
Reddit
WhatsApp
Email

You may also enjoy these posts...

A budtender’s guide to upselling and cross-selling

Enter Your Details Below to Get Instant Access to the Free Report