Customers Think Your Product Is Too Expensive. Your Price May Not Be the Problem

If your product is so great, why aren’t people buying? A simple shift can change how buyers judge your offer.

Illustration: Inc; Photo: Adobe Stock

How customers mentally categorize your product determines which benefits they value, which competitors they compare, and what they are willing to pay.

If a prospect thinks of your $500-a-month AI service as a software subscription, he’ll compare it to a $49 competitor and think it’s outrageously priced. If he sees it as additional workforce capacity that saves him from hiring another sick-day-taking,........

© Inc.com