A sales trick: say "it's really expensive" before naming the price. It makes customers brace for a huge number, so when you tell them the actual cost, they feel relief instead of sticker shock. Works on everyone.
I like prefacing things with, it's really expensive. Literally the moment before we say the price. I like doing that because no matter how rich someone is, expensive always means expensive. So like, so it's expensive and it's like they brace themselves and then you say it. If they imagine a number higher, then they're like, oh, sigh of relief. Yeah, I mean, if they imagine a number that's high but we're still higher, they were braced for it. And so then you don't have these big reactions.
