March 15, 2022


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:

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.