Captain’s log, stardate 20220315
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Mayonnaise
The other day my wife was looking through the sales flyers and exclaimed:
“Who would pay $3.49 for a 15oz jar of mayonnaise when the 30oz jar is $3.69?!”
I said: “Me.”
Her: “Why?”
Me: “Because that’s too much mayonnaise.”
Here’s the thing…
There are DOZENS factors that go into a purchase decision - even for a physical product like mayonnaise - that can make a seemingly crazy “less product for more money” decision perfectly rational.
A partial list:
- Brand
- Trust
- Quality
- Risk
- Values
- Mission
- Personality
- Experience
- Responsiveness
At the end of the day, good clients won’t care about your price if you give them something else that they care about more.
Yours,
—J