Impact Pricing

This one is the Queen of Clubs from the Selling Value card deck. Customers' perception of value is their reality. This is absolutely true. Think about when you purchase something. You don't have the time or the energy to go out and learn everything there is to possibly know about everything. In fact, if you're like me, you've probably purchased things, and made a mistake, "Oh, this really didn't solve the problem I thought it was going to solve. It really didn't look the way I thought it was going to look or act the way I thought it was going to act." And what that really meant was that before we bought the product, we had this perception of what we thought the product would do, and it didn't live up to that. The 'didn't live up to that' is true reality. This is what it really does. But prior to the purchase, the only thing that mattered was what we believe. And this is true of our customers as well. Prior to them making a purchase decision, all they can do is use what they believe to be true as information t