Sell the Gap! Not the price #personalbranding #entrepreneur

So if my price is $1,495 and then somebody else says they'll do it for $1,200, what do we do? Well, here's exactly what to say. You say, if I can do it for $1,295, then would you rather go with me? And they're going to say, yeah. Now, we just found out that if all things were equal, they'd rather choose us. So what you don't look to then be able to do is to lower your price. You simply say, so what is it about us that if our price was the same, you'd rather choose to work with us? And you want to hope there's a list. They give you a shopping list that says it's this, it's this, it's this. And you simply say, and all of that isn't worth an extra $200? That's called selling the gap. You're not trying to sell the $14.95 fee, you're trying to sell the $200 difference. That's good.