March 15, 2022

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