The cheapest thing you sell sets the price of everything else

Entry-level offers are designed to lower the barrier to buying. Often they quietly cap what a business can charge at the top of its range instead.

By Steve 5 min read
Abstract bridge artwork for The cheapest thing you sell sets the price of everything else

Most businesses design their cheapest offer for one purpose: to make it easy to say yes. The taster session, the two-day pilot, the starter tier, the diagnostic audit. It exists to get a sceptical buyer over the line, and it is usually priced with that single job in mind. What tends to get missed is that the cheapest thing on the list is doing a second job at the same time, one nobody assigned it. It is teaching the market what your work is worth per unit. And because buyers…

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