I am pretty sure no customer has ever told you “Your price is not high enough”.

The reality is that a price cannot be too high. It can only be too high if you are not able to explain it.

This is all down to perceived value. This explains why a 200 page market trading book will sell for £25 while a 200 page novel will go for £7.99. In one case you are spending money in the view to make more, in the other you are buying a few hours of dreaming.

So make sure you focus on the benefits for the customers and ignore the pricetag.



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