In the golf industry there is no more powerful influence in each local golf community than the PGA or LPGA Professional.
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| There are two good reasons we should always try and give a potential customer options.
If you offer the following and ask which is right for you, then you’ve moved away from a chance for the prospect to say “no”. They’re making a choice. “Which one would you prefer?” |
There’s also the very obvious price anchoring.
Compared with the $2,000 option, the $500 will look reasonable and well-priced. The sensible option.
Without the $2,000 there is no “relative” judgement. Is $500 a good deal? Is it expensive?
Do NOT under-estimate the importance of the “relative” perspective. Consumers are not objective. They’re not rational. They don’t calculate how much expertise goes into your 5 hours of professional tuition. They make a relative judgement.
Next to FREE, $500 has one relative feeling. Next to $2,000, it has a different relative feeling. |
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