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Price. It represents your promise. When your price is higher, it’s implicit that your delivery will be higher. If it’s low, that the other is better at something —but not knowing necessarily where. If your price is low and your promise is THE ultimate, your customer bears the question: “Is there a catch?” “Is this a scam?” Our brains go into Error 406 (Not Acceptable). And we either discard it by default, or we consider it as the riskier option. And when big bucks are at stake, they won’t go for the (perceived) gamble. PS.- A lower price will NOT give you the advantage. |