Sell Perception, Not Price, To Get Rich

Most business owners believe that price is about cost, that it's about what something is worth or what it costs to deliver or what the market can bear. But here's the truth. The part's really important to understand because premium buyers aren't just looking at you. In fact, they're not even really looking at you at all. What they're doing is looking at themselves in the mirror that your pricing holds up and then trying to decide what this purchase means about them. They buy based on how that value makes them feel about themselves. And premium brands figured this out a long time ago. They learned that when you understand the psychology behind buying decisions, you don't need to compete on price because you're not selling on price anymore. You're selling on perception. And perception, well, that's where the real money