Relationship to Price
In today’s world for the Traditional - the deal is everything and it has to be exceptional if they are going to make a major purchase. For a NEO however life is the search for the exceptional and price is not the primary motivator for NEOs. They are willing to pay a premium for a unique or authentic product or service. However if you fail to make this connection, when comparing two like products or services, and price is the only differentiating factor, NEOs will behave exactly like Traditionals, seeking out only the best deal.
This means that you cannot inspire a NEO to purchase by luring them with incentives. Until such time when they have confirmed for themselves their desire for the product or service, incentives will only detract from its authenticity or uniqueness, making them less likely to buy. However, once a NEO falls in love with a product and service, an incentive can be useful to make the purchase happen sooner rather than later.
It is much more important to communicate the unique nature of a product/service and provide avenues for which a NEO can easily access information on it and the company and people behind it. Simply communicating an affordable price will not close the deal with a NEO. If you think this goes against traditional business thinking – you are right!
