Is Buying an Air Conditioner in Summer Really More Expensive? Guinness Record Sales King Reveals the Profit Rule: Customers Open Their Wallets Only at the 'Right Timing'

Editor’s Note: Chang Moon-jung, the sales king who set a Guinness World Record on a shopping channel, reveals a business truth many overlook: season is the only market indicator that never fails. In scorching summer, no one thinks of buying an electric blanket; in freezing winter, no one rushes to buy a fan—this seems obvious, yet hides a major sales blind spot.

Most people assume iced coffee is priced higher due to ice and production costs. But the real answer is simple: 'because it sells better in summer.' The book *When He Speaks, I Want to Buy* doesn’t teach you how to sell—it teaches you how to harness the 'absolute force' that makes customers open their wallets willingly. While others predict next year’s trends, the smart ones already ride the season that arrives like clockwork every year, securing profits with certainty.

Season holds absolute power over consumer behavior. Reading a winter poem in sweltering heat or viewing a cool beach photo in freezing cold does nothing. In summer, you don’t remember winter’s chill; in winter, you can’t recall summer’s heat. Many see season as emotional, but from a rational perspective, it’s predictable and falls within logical business strategy.

Seasons return annually, making seasonal demand 100% predictable. Every year, bookstores are flooded with books predicting next year’s trends. Looking back years later, these often appear self-serving and unreliable—'right if lucky, forgotten if wrong.' But one thing never fails: seasonal demand and seasonal strategy.

Sales of seasonal products are entirely predictable. This summer, you’ll need swimwear; this winter, thermal wear. You eat watermelon in summer, oranges in winter. You seek fans in summer, electric blankets in winter—never the reverse. Have you been ignoring this seasonal opportunity? If it’s predictable, you shouldn’t miss it.

Why is iced coffee more expensive? Surveys show consumers believe it’s due to more ice, larger cups, extra espresso shots, or straws. Ask anyone, and nine out of ten will say, 'because of the ice.' But is that why coffee shops charge more? No. The real reason: 'in summer, it sells well even at a higher price.' In winter, people buy coffee for warmth and aroma; in summer, for refreshment and thirst relief. When sweating, an extra 1,000 KRW feels negligible. Thus, season directly influences spending power.

Selling air conditioners in peak summer works because customers feel the heat and are willing to pay. Even skilled AC technicians can install only two units a day due to the labor-intensive process—drilling, mounting outdoor units, laying copper pipes. Rarely does a technician carry three units in the morning.

Yet, during the hottest days, shopping channels sell over 1,000 units per hour. With 3–4 broadcasts a week, sales reach thousands. And it’s not just one channel—nationwide sales in Korea during summer are massive. Consequently, ordering in late July might mean waiting until late August—arriving just as autumn cools down. As one AC sales manager put it, such customers often unleash every imaginable curse at the company.

So when do shopping channels sell ACs? You might guess 'spring,' 'winter,' or 'fall.' Consumer surveys suggest the same. But the correct answer is 'summer'—the hottest period. Why? Because customers must feel the need to pay. They only buy when they truly feel the heat.

Selling ACs in spring or winter? It won’t work. So despite long delivery times and complaints, companies sell in summer. Occasional off-season promotions exist, but these usually stem from inexperienced planners. Typically, sales begin in June as humidity rises, or even in May if it gets hot early. When it’s hot, sell more ACs. That’s why Lotte Hi-Mart hangs banners every June: 'Now is the cheapest time to buy an air conditioner!'

When is an AC truly cheapest? Winter? No. All home appliances gradually decrease in price after launch. Unlike food, they don’t have clearance sales after season. While off-season inventory may have slight discounts or pre-orders offer early deals, prices don’t drop as much as consumers hope. Trust the experts: buy when you need it.

I once sold cameras on a shopping channel. While others explained specs, I promoted local cultural festivals, urging viewers to capture unforgettable moments before the season ended. Using this seasonal strategy, our sales consistently outperformed competitors.

Author Introduction | Chang Moon-jung Provided sales strategy, market analysis, and sales infrastructure planning for global giants like LG (Korea), Walmart (USA), and JVC (Japan). As a CJ Shopping host, he broke the Guinness World Record for highest sales and won Best Shopping Program Host. Achieved 21 billion KRW in sales in a one-hour business presentation—master of sales language. Currently CEO of marketing consultancy 'MJ Consumer Research Institute,' offering comprehensive marketing solutions. Regular columnist in major Korean newspapers and U.S.-based *Los Angeles Korea Weekly*. Author of marketing bibles including *Don’t Sell, Make Them Buy*, *One Sentence Is Enough*, and *Return to the Embrace of Humanity*.

Reprinted with permission from Daisi Culture’s *When He Speaks, I Want to Buy!: 9 Sales Techniques from the Guinness World Record Sales King That Make Customers Open Their Wallets Instantly*. Editor-in-Chief: Wei Fu-Cheng