Dean Graziosi argues customers pay for speed, not hours. A $2,000 solution that fixes a problem in 30 days outsells a $1,000 one that takes six months. People choose faster results over cheaper ones.
People don't judge value by the amount of time or how much they get. Rather, how fast can I get the result I desire? The value is actually more if you can get them a result in a shorter period of time. If you're in pain and someone says, hey, $1,000, I can get you out of that pain in 6 months, or if they say, hey, it's $2,000, but I can do it in 30 days, people are going to choose how do I get the result I desire and how do I get it even faster.
