Price is what you pay. Value is what you get. ~ Warren Buffet
It is amazing how much price doesn’t really matter, if you focus on creating value. There is a technique called Anchoring, where you establish a price based on perceived value. Imagine buying a buying an item for $40. You are able to sell the same item for $400 to one person and $60 to a different person. If you have a report selling to someone and your average sales price is $400, it would be easy to make this sale. However, if you don’t have an anchor you may only get $60 from someone you don’t know. An easy way to anchor without having a relationship is to offer discounts. Example: Originally $500, but today it is $400.