12. Selling Value over Price

There is an ice cream sundae in New York City that sells for $1,000! It’s hard to believe, but the restaurant Serendipity sells its Grand Opulence Sundae for $1,000, and it actually sells one or two of them a month. Who would be crazy enough to spend that kind of money on a sundae? There couldn’t possibly be enough ice cream or toppings to make it that expensive. So, it would follow that people are drawn to this sundae for other reasons.

Obviously a few people feel there is value in spending so much money on an ice cream sundae. However, the value goes beyond just a bowl of ice cream. The person is also buying intangible benefits such as prestige, attention, adulation, appreciation, and so on. It’s almost a guarantee ...

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