The Subtle Art of Price Alchemy

Many (I would even say “most”) of my clients are looking for ways to drop their prices to beat their competitors.  But time after time, I seek out ways to communiate “D&B” (different and better) and build the value — rather than reduce.

This is not just theory.  For the record, my career record — highest revenue growth in the shortest amount of time — was due in large part to revamped pricing of enterprise software licenses.

But just to demonstrate that this philosophy can work at “lower” levels than enterprise software, let’s consider garbage.

This fellow decided he might be able to sell tourists a souvenir of “fresh” garbage from the streets of New York City.  When he sold it for $10, it did well.

Then he sold for $25 and it was taken more seriously.  Then he raised it to $50 and it was considered “art”.  Now special editions go for $100!

So ask yourself: where are you selling out too cheaply?