The Buyer's Brain
People don't buy with logic. They buy with feelings, then explain it with logic. Every card here is one rule of how that works — and the exact move to make.
Watch a lead get contacted, followed up, and booked — with nobody touching it.
How buyers feel a price
Show the expensive one first
Steve Jobs put $999 on the screen, let it sit there, then said the iPad would cost $499. The crowd cheered a price they would have called expensive an hour earlier.
Do this
Show the most complete plan first. The one you actually recommend lands as a relief instead of a cost.
Make the price feel small
Nobody wants a $1,460-a-year plan. Everybody spends $4 a day on coffee. Same money, different size.
Do this
Quote costs per day and savings per year. "$480 back in your pocket every year" beats "20% off."
Three options, yours in the middle
Movie theaters sell a medium popcorn almost nobody should buy. It exists to make the large look smart.
Do this
Always show three plans. Put the one you'd pick in the middle, and say "most people in your situation pick this one."
Unlock to read
Enter your email and the rest unlocks.
No spam. Unsubscribe any time.