Impact Pricing

This one is the 6 of Spades from the Selling Value card deck. Make it simple for buyers to decide. One of my favorite sayings is, “A confused buyer won't buy.” If you think about it, we're all afraid to make mistakes. We don't want to make mistakes. And the more difficult we make the decision, the more likely somebody thinks, a buyer thinks, they might make a mistake. We want to make the decision really simple, really clear, really obvious, so that our buyers don't think they're making a mistake. There are two techniques that are really common in simplifying this decision process. One is Good-Better-Best. If you have a complex price list, a complex set of options, buyers get confused. They really don't want to make that decision. They don't want to make a mistake. But if you can simplify the decision into a good-better-best offering, it's so much easier for buyers to make that decision, and they're so much more likely to make it. Another place we often see the simple decision for buyers is called The Decoy Ef