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

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