Dry photocopiers are very common office supplies today. However, Selok Company of the United States put the dry duplex machine into the market and occupied it, but it took a lot of effort.
Before the 194s, all copiers used in the market were wet. Before using this copier, it was necessary to use special copy paper coated with photosensitive materials, and the printed documents were also wet. It was extremely troublesome to take them away after drying. After repeated research and development, Selok Company finally produced a dry copier-Selok Model 914. Compared with wet photocopiers, dry photocopiers have many advantages. Wilson, the boss of Selok Company, decided to launch this product grandly.
at first, Wilson planned to sell the first batch of products at cost price to open up the market. However, the lawyer reminded him that this is dumping, which is not allowed by law. So Wilson went to the other extreme and set a high price more than 1 times higher than the cost: $29,5. This kind of high-priced profiteering in selling goods is also prohibited by law. However, Wilson casually said, "If you don't let me sell the finished product, I will sell the quality and service."
as expected, the new copier was banned from sale because of its high price. However, because people have learned about the unique performance of the dry copier in the exhibition, consumers are eager to use this strange machine. The dry copier has been patented for a long time, and it is the only one with no branch. Wilson then re-launched the new copier in the form of rental service, and customers flocked to it. Although the rent of the rental service is not low, because the whole machine was sold at a high price, people calculated that it was worth renting.
In 196, dry photocopiers became popular. Due to the exclusive monopoly of products and the existing high rent, Selok Model 914 photocopiers were sold at higher prices, but the demand was still in short supply, and profits were rolling in. In 196, the company's turnover reached $33 million. Five years later, it rose to nearly $4 million. By 1966, the company's annual turnover reached $53 million. Selok Company has become one of the fastest growing companies in the United States in the past 1 years, and entered the industry of giant enterprises.
Wilson's success lies in being good at selling products and occupying the market by "power". First, the "power" of prohibiting high-priced sales by law is used to block the door of consumers' purchase and force them to embark on the road of leasing; Then use the "power" of high pricing to force consumers to pay high rents; Later, consumers were urged to buy the whole machine with high rental power, thus paving the way for selling new photocopiers at high prices.