The good product or service that the customer desires

By: Trademagazin Date: 2025. 01. 17. 10:56

We don’t always win by buying a product on sale, and in fact, the service provider or retailer doesn’t win the most by lowering the price either. We know the business trick from fast food restaurants when we can ask for a larger soft drink or fries on the menu, but we can also come across business tricks elsewhere that benefit both the customer and the entrepreneur.

Basket value increase and product creation: two concepts that benefit both the customer and the seller. This is what pricing specialist István Weiser focuses on, who believes that entrepreneurs have many opportunities to increase profits even in difficult economic situations if they effectively transform their pricing strategy.

Can I give you bigger fries? – basket value increase is the secret to success

István Weiser is a marketing strategist and author of seven bestselling books. As a follow-up to the book “The 48 Laws of Pricing – Price Better, Earn Better” published a few years ago, the book “The Handbook of Profit Creation – 100+1 Revenue-Increasing Techniques for Difficult Times” was recently published. Instead of price competition, competitive warfare, price increases, promotions, and marketing expensive products, which are daily problems for businesses, it introduces business leaders to revenue-increasing techniques that have an immediate effect.

In this book on pricing, which is considered to fill a gap in the domestic market, it recommends the technique of increasing basket value to entrepreneurs.

Actually, everyone knows this method from fast food restaurants: a larger portion of fries or soft drinks is offered to a hungry guest on the menu, and the restaurant earns more revenue. The same example is when, in addition to a pair of boots costing 70,000 forints, the customer easily says yes to a five-thousand-forint impregnation product to protect their brand-new footwear, while they would hardly buy it without the expensive product.