12. Selling Value over Price

There is an ice cream sundae in New York City that sells for $1,000.00! It’s hard to believe, but the restaurant Serendipity sells its Grand Opulence Sundae for $1,000.00, and they actually sell 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 there are a few people who feel there is value in spending so much money on an ice cream sundae. But 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 ...

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