The Psychology of Price: How to use price to increase demand, profit and customer satisfaction

deferring payment while offering the benefit of the product today.

differentiate the products, look at the values or benefits that the product gives to your customers, and design product versions that provide different amounts of those benefits.

you can get a shortcut to consumer acceptance by positioning your product as a better or cheaper

Choose your anchor price to be substantially higher than your standard price.

make sure that you differentiate your product or service from low-cost competitors, and anchor its value to that of a more expensive category.

attractive to people who are not owners of the company. How can the HR director, or the chief financial officer, or the head of sales, improve their career prospects by buying from you?

make sure that your product can’t be directly compared with that of a competitor. And bundling is one of the best ways to do this.

Customers will find it easier to compare your product with a competitor than to evaluate it on its own merits.

distinguish your product from the competition so that customers can’t easily compare your offering with theirs.