Sell the Perception

Let the buyer feel like they won.

Most buyers never do the research.

Price a little high, and let them feel like they won on the way down.

A small discount off a new item still feels like a 'deal.'

Price just above market, leave room to negotiate, and everyone walks away happy.

People don't really want the lowest price. They want to feel like they got a good one.

Sell the win.

Give the buyer a story they feel good about. That's what closes — and what brings referrals.