Why do people buy milk, bread, cereal, or soda at the gas station convenience store when those items are far less expensive than at a grocery store?
Obviously, they need the items.
More importantly, buying at the convenience store is quick and, you guessed it, convenient.
And "quick" and "convenient" represent value.
They fill up with gas, run in, pick up the items they need, and are on their way.
No hunting for a parking space. No grocery carts to dodge. No long checkout lines.
How much prospects are willing to pay for your product or service is tied directly to how serious the problem is that your product or service solves for them, plus how much value they believe they are receiving.
The combination of how badly they need it, plus how much value they receive, calculates the amount they are willing to pay.
So, the question is not how much to charge for your product or service but how to correctly identify their real pain and add value.
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