What’s Your Value And Position?

You’re watching a sales video or you’re on a webinar waiting for the speaker to get to the price of the product they’re promoting.

The thing is, they’ve done a good job of selling the product and you want it.

But when they finally they reveal the price, it turns out to be ten times bigger than you thought it would be.

In fact, at the mention of this HUGE number you feel like you just got punched in the stomach and you click off the page in retaliation.

What happened?

They didn’t prepare you for what was coming.

How much better would it be if they had said something like, “Some of our closest competitors charge $200 and some charge $4000. We’re right in the middle and I can tell you why.”

Or they might have said something like, “Some people charge as little as $200 for this. Let me tell you why we charge a lot more than that, and why it might be the smart choice for you.”

It’s all about telling the story of value and position. Do it right and people will pay what you ask. Get this wrong and they’ll feel like they got punched in the stomach.