Haus Advisors

Priced Against the Wrong Thing

Buyers compare your price to the value they can actually see, so you look expensive whenever your real value stays hidden.

Chart: Priced Against the Wrong Thing. Buyers compare your price to the value they can actually see, so you look expensive whenever your real value stays hidden.
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The mechanism

The chart shows three bars. A cheaper shop's price is low, your price is a bit higher, and the real value you deliver is a tall shaded bar the buyer never sees when they decide. Your price is a claim about value, but when the value is invisible the higher number just looks like nerve. "Too expensive" is really the gap between your price and the part of your worth they can't see.

Part of Positioning. Who you are for and why you are the obvious choice.