Pricing Table Topics #85: Jack of Hearts: 'Will I' Decision Needs Different Information than 'Which One' Decision

This is the Jack of Hearts from the Selling Value card deck.

It's true, buyers making the 'will I' decision do need different information than those making the 'which one' decision.

In the 'will I' decision, they're trying to decide, should I buy something in this product category or not? What they're really saying is, is this a place I should spend my budget? Or you could think of this as, how big is the problem I'm going to solve, should I spend these resources to go solve this problem? And that's the information they want to know is, what's the value of solving this problem?

Once they've said, yes, that seems like a good place to spend my money. Then they move on to making a 'which one' decision. Should I buy your product or should I buy a competitor's product?

When they're making this 'which one' decision, they're now looking at the differences of the products, the features, and in fact, they're trying to estimate how much value is that feature for that one more expensive product. I often like to think what they're really asking is, is the more expensive product worth it? So, when buyers are making the 'which one' decision, they're actually looking at the differentiation of our products.

So, it's true, buyers making the 'will I' decision do need different information than buyers making the 'which one' decision.

We hope you enjoyed this example of Pricing Table Topics. If you want to get better at speaking, specifically about pricing and value, grab a deck of our cards, pull a random card, read the saying, and then talk for one to two minutes about what that card says.

If you have any questions or feedback, please email me, mark@impactpricing.com.

Now, go make an impact.

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• Email: mark@impactpricing.com
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