May 19, 2026
Price vs Price Point
A price point is not a price.
A price is a dollar amount.
A price point is a place in the market where buyer behavior changes.
For example:
$99 is different from $100.
$500 is different from $1,500.
$10,000 is different from $100,000.
Why?
Yes, the higher number “costs more”, but often the real difference is that the buying decision fundamentally changes.
Different price points trigger different levels of scrutiny, different approval processes, different expectations, and different alternatives.
It can move the purchase from discretionary spend to strategic investment.
Which means the buyer, the sales conversation, the perceived risk, and the value story all need to change.
Here’s the thing...
When you set a price, you are not just picking a dollar amount.
You are choosing a buying context.
Proceed accordingly.
Yours,
—J