Disney at Work Podcast #3: New Disney Pricing Structures

Thanks for joining us for the third episode of the Disney at Work Podcast where we discuss new Disney pricing structures being implemented. We’ll compare them to Universal, Sea World and even Royal Caribbean. You can find the link on iTunes, SoundCloud, or TuneIn.

Some of the things we chatted about on today’s episode include:

• Does Disneyland’s pricing structure give us a hint into the future of personalized medicine? – Forbes.com
• Would you pay $15,000 for a private dinner at Disneyland? – The Orange County Register
• Walt Disney World is offering a new “Ultimate Disney Classics VIP Tour”. – Orlando Sentinel
• Disneyland adds a new digital Fastpass option for $10 – Los Angeles Times

Your Disney at Work Souvenirs

You may be wondering how your organization can benefit from the lessons on new Disney pricing structures we discussed today. Here are a few takeaways from this episode that you’ll want to consider, especially if you are having to figure out the pricing structure of the products and services you sell:

1. Communicate – Be up front with any costs your customers may incur.
2. Be Careful of Appearances – Avoid the appearance of nickel and diming, which is simply charging for something that was once free or is offered for free by others.
3. Offer Value – The difference between nickel and diming vs. upgrading is the additional value you’ve attached to the product and service.
4. Don’t Sell Short – Upsell when you have something to offer, not just because you’re trying to raise revenue.
5. Minimize Impact – Minimize the impact of upselling on the regular paying customer.
6. Package for the Most Faithful – Your most loyal customers will pay a higher price to get something that’s exclusive for them and lets them know they are valued as a loyal customer.

As always, don’t forget to listen to the trivia moment at the end of the show and if you think you know the answer, drop us a line at podcast@disneyatwork.com for a chance to win a copy of Jeff’s book, The Wonderful World of Customer Service at Disney.

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