When you reach this chapter you should now know:
What you don’t know, however, is that you are at a dangerous point in determining prices. A point where you could lose a lot of money! See the next section.
The problem is, you already have a strong feeling that one of your three or four prices is best. Am I correct? And you’re feeling this very strong urge to just run with that price.
There is too much money at stake for you to give in to that urge. You need to “test-drive” your three or four choices and let buyers tell you which one is best.
People buy for a lot of reasons, most of them focused on the product. Often the price is a very minor consideration. If you don’t test prices, you will blame any poor performance in sales on your price—when it very likely won’t be that at all. So you’ll waste a lot of time spinning pricing wheels when you may need to adjust part of your product.