Reader feedback re $800 toaster

Sent by Jonathan Stark on May 14th, 2019

Thanks to everyone who replied to my message about the $800 toaster (subject: “the cheap one vs the special one”).

The replies fell into three categories:

I feel like the category 1 and 2 replies support the point I was making in the original message, so... I guess I don’t need to comment further on those two :-)

Regarding point number 3, I agree wholeheartedly!

Yes, there are definitely meaningful differences between selling B2C vs B2B. 

The point I was trying to make (perhaps poorly) with the analogy in the original message is that the seller’s core competency (e.g., “I make websites!”) is table stakes. 

If that’s all you’ve got, you’re probably going to attract the kind of clients who are looking for a cheap option. 

One way to justify premium fees is to offer something special that is valued by a niche subset of buyers (and is probably considered worthless by the majority of folks).

Yours,

—J