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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  October 07, 2010

The Problem And The Price

I’m always fascinated about the power of price points in challenging times.  What I’ve learned from watching thousands of people make decisions:  every price point is a mental picture.  That’s why folks say they want one thing but buy something different.  (This is also why I have clothes in my closet that I will never wear.  I call them my “but they were on sale!” wardrobe.)

A recent example:  an author called me for help positioning her book.  Limited budget was a huge issue, so I suggested the mini-makeover series.  The program is a group project, includes 10 calls and one of them is on — you guessed it — positioning your book.  The price included all the calls and was less than $50 per session.  She decided not to get the help on her book because — get this — she didn’t want the other calls.  That’s a shame because, trust me, she needed the market intelligence.

Her response got me thinking about this question (which I didn’t ask):  Is the price point $497, or less than $50 per session?  The answer:  both.  It depends on what problem you’re solving.  In her case, a better question would be:  if positioning your book is worth $497, does it matter that the other calls are included?

Moral of the story:  don’t focus on format.  Throw away what you don’t need.  (Or save it for a while, just in case.)  Look at the price, look at the problem, then ask yourself:  Is solving my problem worth this amount?  You’ll make better decisions — and have more room in your closet.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.