Sticker Shock

A price of $50 is a shock to those who were expecting $25.
A price of $1,000 is a shock to those who were expecting $200.
A price of $20k is a shock to those who were expecting $4k.

But a price of $20k looks suspect to those where just about to spend $50k on the competitor.
And $1,000 is a bargain if they were going to spend a week with three people who were novice and couldn’t deliver.
And $50 is probably not communicating that you have a long-term business model.

The shock people get with a high price isn’t a shock solely with the high price.

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There are all of these sub-questions that are going on in the mind of the sticker shocked:

“Are you going to be there for the long-term?”
“Are you going to deliver on that promise if you’re only a team of one?”
“Are you going to cost me my reputation?”
“Are you going to help me clear the objections from legal?”
“Are you going to protect my confidential information?”
“Are you going to help me from here to there?”

Clear all of those objections, and your high price will be understood in the right light. “This is a serious bid.”

Getting to the high price means you’ve accumulated proof, trust, and empathy for the buyer.

If you have proof, trust, and empathy, the buyer won’t be shocked about your high price. You won’t be shocked about your high price either.