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^{In short: Research reveals how customers use a mix of prior knowledge and guesswork to determine whether your prices are fair. Here's how to help them make a positive assessment.}

How do customers determine whether your price is fair?

There are two scenarios when it comes to how your prices are perceived. The first is when your customer has no concept of whether your price is fair, and the second is when they have preconceived expectations.

Let’s look at how to manage both.

Blank sl...

I’ll never forget visiting Brisbane in winter. 

As a Melburnian I packed light, shedding layers as the northern sun warmed my bones.

Around me, locals swarmed, clutching coffees and swathed in puffer jackets.

When you’re used to 12 degrees, 19 degrees feels warm.

When you’re used to 25 degrees, it doesn’t.

Our experience of temperature is relative. 

👉 So is pricing.

Things are only expensive or cheap depending on context.

Repairing my heater for $250 is a bargain compared to buying a ...