
Pricing Sensitivity, Strategy, and Tactics
Most people underprice because they misunderstand price sensitivity. Buying decisions are primarily about whether or not something is worth spending ANY money for – not about the specific amount. How many people who would buy a $25 product wouldn’t buy it for $40? Not many. They’re assessing whether or not it’s worth paying for at all – not the price point (within reason). Idea Citation: Josh Spector