Price and Trust

The two pricing strategies in their most simple forms…

Charge the highest price a large enough group will pay to maximize return.

Charge the lowest price we can afford to build life-long, loyal, raving fans.

One is based on trust and growing a fan base. The other on extracting the most from a fixed group.

Either will work for a while financially. But only one is designed to cause delight and earn trust…for a person to reflect on the sale, “Wow, I would have paid more for that”.

Underneath the market research and margin analysis, it’s an either/or philosophy. And you can only pick one…choose wisely.