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That seems expensive.

Have you ever thought that? Have your customers?

Here’s an example.

YouTubers Trent and Allie are self-building their home in the Utah mountains. After receiving a quote for drywall (plastering), this was some of their reaction:

“It came back super high…”

“They’re trying to charge us double…”

“It doesn’t make sense…”

“So we’re in the market for some other quotes…”

...

A weird thing happens when the hour mark gets close. We try harder.

And when prices change by as little as 1 cent? That impacts us, too.

In this video, I share secret thresholds that change behaviour, including how we exercise and what we spend. 

You'll find more on pricing psychology in my Just Do This program for small business.