Price is a conceptual thing, not an objective thing. We tend to think of price as something fixed and objective. No matter how much a prospect desparately must have what we offer, we are certain they will never buy it if it costs more than a standard price they are willing to pay. If your product or service is greater than an established price, you are too expensive. If it is less, your solution is affordable. Throw that thinking away! Price is not objective. It is conceptual. Price is directly related to the pain your product or service eliminates. If a magic wand that would heal a loved one of a terminal disease is available for purchase for $ 1 million, you would find a way to raise that amount of money to buy that wand. Similarly, if your product or service resolves a huge problem a prospect is burdened with, they would pay a king’s ransom for your solution! Price is directly proportional to the pain that the item being purchased solves. Discover your prospect’s inner pain. Find a solution that your products or services offers to end that prospect’s pain. Feel good about the expense of what you have to offer. It’s worth the price! It solves a huge problem for a client! Price is conceptual – believe your solution solves the deep pain of prospects and you will know it is priceless.
