This one is the Ace of Clubs from the Impact Pricing card deck.
Nobody cares about your product. Let’s use an example. Let’s pretend that you’re in the marketplace for a new car, and you’re thinking to yourself, Hey, I could go buy a Tesla or some other electric car, or I could buy a more traditional gas powered car.
And so, are you really focused on what are the features of the electricity, of the batteries? Are you really focused on, Hey, if I buy electric then I have electric. You actually don’t care.
Here’s what you might care about. You might care about the fact that electric cars, especially Teslas, have amazing acceleration. They come off the line super quickly. You may care about the fact that you’re not burning fossil fuels and you’re not polluting your city. These are things that you value.
“Buyers buy value. They really don’t care about your product.”
– Mark Stiving
But you know what you don’t care about? You don’t care about the fact that it’s electricity or if it’s gas. You care about the things it does for you. How it impacts your life, how it impacts your world, how it impacts your self perception. These are all things you value.
And so, when we’re selling a car, are we going to sell, Hey, this is an electric car. Or are we going to sell, Hey, this is really fast. Or, Hey, this really helps the environment, and don’t you want to be environmentally conscious.
In the end, buyers buy value. They really don’t care about your product.
We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script. If you want to get better at speaking about pricing and value, grab a deck of our Impact Pricing playing cards, pick a card, read the saying, and then talk for one to two minutes about what that card says. You’ll become a better speaker and expert.
If you have any questions or feedback, please email me, [email protected].
Now, go make an impact.
Connect with Mark Stiving:Accelerate Your Subscription Business, ask a pricing expert, pricing metrics, pricing strategy