Many marketers still assume that low prices are the fastest way to attract customers. But in reality, price isn’t the real reason people say yes. Value is.
Let’s look at a simple example.
If someone offered you a Rolex for $500, would you consider it cheap?
Most people would say yes — but not because $500 is a small amount of money. It’s because the perceived value of a Rolex is much higher. You believe the watch is worth thousands, so $500 feels like a great deal.
Now flip the example.
If someone offered you a plastic toy watch for $500, would you consider it expensive?
Of course. Because the value isn’t there, no matter what the price is.
This is how real buyers think. They don’t ask: “Is this cheap?” They ask:
“What am I really getting for my money?”
That’s why your focus should never be on lowering the price. It should be on increasing the perceived value of what you sell. The moment a customer believes that what they get is worth more than what they pay, the sale becomes easy.
In the words of the old saying:
“Price is only an issue in the absence of value.”
So instead of chasing low-price strategies, work on your product, your message, and the total experience you offer. If your product genuinely solves a painful problem, and you communicate that clearly, your price becomes a detail — not a deal breaker.
Many marketers still assume that low prices are the fastest way to attract customers. But in reality, price isn’t the real reason people say yes. Value is.
Let’s look at a simple example.
If someone offered you a Rolex for $500, would you consider it cheap?
Most people would say yes — but not because $500 is a small amount of money. It’s because the perceived value of a Rolex is much higher. You believe the watch is worth thousands, so $500 feels like a great deal.
Now flip the example.
If someone offered you a plastic toy watch for $500, would you consider it expensive?
Of course. Because the value isn’t there, no matter what the price is.
This is how real buyers think. They don’t ask: “Is this cheap?” They ask:
“What am I really getting for my money?”
That’s why your focus should never be on lowering the price. It should be on increasing the perceived value of what you sell. The moment a customer believes that what they get is worth more than what they pay, the sale becomes easy.
In the words of the old saying:
“Price is only an issue in the absence of value.”
So instead of chasing low-price strategies, work on your product, your message, and the total experience you offer. If your product genuinely solves a painful problem, and you communicate that clearly, your price becomes a detail — not a deal breaker.
