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Marketing Your Business - Marketing Strategies for Business Owners

276: Make Price Resistance Disappear With One Story

July 8 · 15 min · Season 2 · 36.1 MB
0:00-15:03

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You know that moment. You share your price, and right away you can feel it: the resistance. The pushback. The pause before someone says they need to think about it. Now you're defending the number. You're explaining it. You're justifying it. All of it is tiring, because all you want is for people to see the value of what you built.

I felt the exact opposite of that in a leather shop in Florence. I was there with my wife, my two kids, and my parents, on a trip we'd planned for months. Every other shop that day went the same way: my wife and daughter went straight for the price tag. But in this shop, things were different. Price never came up. The guy just started talking, about how they pick the leather, who makes each piece, how long one bag takes to build. By the time the number finally came up, it didn't feel expensive anymore. It felt earned. We walked out with three handbags and a wallet.

So what was the difference? I break it down into four lessons you can use starting today. Price pushback almost always means I don't get it yet, not it costs too much. Your story isn't a nice extra, it's the actual value. Tell it before you ever get near the price. And the sale doesn't end when the sale does. I'll also walk you through one of my favorite old marketing stories: a beer company that jumped from fifth place to first without changing a single thing about the beer, only the story it told about it.

In this episode, you'll learn:

  • Why price pushback almost always means "I don't get it yet," not "it's too much"
  • The $40 chicken menu example that shows how context changes what a price feels like
  • Three ways to tell your story: what you learned, what you built, or what it took to produce it
  • The Jason Gaynard book launch story and what it reveals about showing your process
  • Why the Schlitz beer company jumped from fifth place to first without changing the beer at all
  • The referral move from a shop worker named Smiley that turns one sale into five
  • Your action step this week: find where your story is buried on your sales page and move it up

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