How prices are perceived.
PRICE AS A SIGNAL
Very low prices signal low quality, for services particularly.
A price well below others invites suspicion rather than delight.
ROUND AND ODD NUMBERS
Odd pricing signals a discount or value orientation.
Round pricing signals quality or professionalism.
Choose deliberately based on your positioning.
ANCHORING
The first price a customer sees shapes their perception of the others.
Showing a higher option makes a middle one look reasonable.
OPTIONS
Three options frequently outperform one.
Most customers choose the middle.
WHAT TO AVOID
Too many options, which cause paralysis Fake original prices that were never charged
That second one is misleading and prohibited in many jurisdictions.
FOR SERVICES
Presenting a price alongside what it includes reduces resistance.
A bare number invites comparison. A number with a clear scope invites evaluation.
WHAT MATTERS MOST
Explaining what they get.
