When you want to show how filthy rich and successful you are, details matter. That’s why you need to have gold-plated staples, sold in packs of 24 for $175. Or how about a Tiffany tennis-ball-canister … for $1,500? And if you really want to show off on the courts, you can hydrate yourself with a $60,000 bottle of Icelandic glacier water that has been mixed with 5 milligrams of real gold dust. ALL of these are real products that people really buy.
Begs the question, how in the hell does someone get away with what is clearly a ridiculous fee for such “ordinary” items? Hint: it’s the secret to selling ALL premium-priced goods and services. It’s NOT about the thing, but what owning the thing gives you. What most people don’t understand is that it MUST be “ridiculously” expensive to increase its appeal. That’s part of what they are buying – the story they can tell, the exclusivity and the bragging rights. There is a global belief that quality and high price go together – so if you are going to SAY you’re the “top quality” IT firm above all your competitors, you must charge more for the story to ring true. Read full article and comment →