As business owners, customers, and people, when we buy something, we like to think we are getting the same amount of value for the money we are spending. This is true if we spend $50, $500, or $5,000. We don’t care as much about the dollar amount as we care about the value. If we were only concerned about the price, we would all stay at $59 per night hotels, and obviously that doesn’t always happen. In fact, we will spend $100, $150, or $250 for a hotel to have a high-quality experience. After all, we don’t just want to sleep anywhere, right?
The same can be said for just about everything we buy. As a business, we must provide value relative to the cost of our product or service. This value is what would incentivize people to purchase from our business rather than another.