No one got up today with a certain amount of money burning a hole in their pocket.  No one has a sum of money that they need to get rid of.  So price is not the primary factor that motivates purchases.  We only buy things that we decide we want – things that will make us feel good.  Then we evaluate the prices of the things that will give us that feeling and weigh the cost against how well we believe that product or service will execute on the feeling we want.

Stop thinking about price, think about how to make it clear what your product executes on and how it is going to make them feel. What will be true about your clients by virtue of working with you or owning your product?  If clients aren’t buying it isn’t the price .

– trr


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